Strength training is booming, which is no secret in the fitness industry, but the underlying data growth remains quite impressive. Harrison Co. cited data from the Fitness Industry Supplier Association (FISA) in a recent report, revealing that total sales of strength training equipment in the U.S. surged by 181% between 2012 and 2022. During the same period, sales of elliptical trainers and group spin bikes declined by 43% and 58%, respectively.

Track My Gym statistics further reveal that from 2010 to 2022, gym-goers’ usage time on free weights increased by 366%, while resistance training equipment usage rose by 57%. Conversely, aerobic equipment usage declined by 51%. As scientific research continues to validate the long-term health benefits of strength training for both genders, this trend shows no signs of abating anytime soon.

Image source: VASA Fitness

Major chain gyms are rapidly pivoting toward strength training

Planet Fitness is actively transforming into a “serious trainer’s gym.” This high-value, low-price (HVLP) fitness giant will equip all U.S. locations with free-weight strength equipment by 2025, including flat bench press racks, Hack squat machines, and seated calf raises. “Our marketing focus is shifting from low price to high-value member benefits, highlighting our premium equipment offerings,” emphasized Planet Fitness CEO Colleen Keating during last year’s Q3 earnings call.

Planet Fitness isn’t the only HVLP brand betting on strength training—in fact, it’s playing catch-up. Brands like Crunch Fitness, Chuze Fitness, and Vasa Fitness have already become havens for serious weightlifters.

Image source: Crunch Fitness

Most Crunch Fitness gyms now feature Olympic weightlifting platforms with shock-absorbing weight plates as standard equipment. These platforms integrate with free weight zones, plate-loaded machines, and bodyweight training stations to form a three-dimensional strength training system. Following the newly released Crunch 3.0 store template, all new Crunch Fitness locations will further expand the proportion of strength equipment.

Chuze Fitness has introduced “Lift Labs” in 50 locations, featuring squat racks, weightlifting platforms, training benches, jump boxes, and kettlebells. Similarly, Vasa Fitness launched its group strength program Studio LFT, which utilizes power racks, training benches, and plyometric jump boxes. Vasa Fitness typically equips each location with 8-10 weightlifting platforms, complemented by ample free weights and lower-body training equipment. “The key to HVLP’s success lies in listening to members and delivering trending fitness programs,” stated Vasa CEO Rich Nelsen. “Our research shows strength training is the primary motivator for new members joining Vasa.”

Image source: Chuze Fitness

It’s not just HVLP embracing strength. Loryn Huff, National Program Director at Midtown Athletic Clubs—a premium chain with locations across the U.S. and Canada—notes: “Cable pulley systems lead usage in our strength zones, so we expanded access to this equipment while slightly increasing squat rack configurations.”

Fitness Equipment Innovation Fuels the Strength Era

Recognizing the industry’s demand for strength training, fitness equipment and technology brands are intensifying their innovation efforts.

Technogym’s Biostrength intelligent system automatically adjusts load, range of motion, posture correction, and execution speed. It simultaneously prompts sets, reps, and optimal recovery time while tracking all user improvements. The Italian fitness giant claims Biostrength workouts deliver up to 30% greater results in the same time compared to traditional strength equipment.

EGYM counters with the world’s first electronic Hip Thrust machine, replacing traditional barbell resistance with motorized power. Notably, the brand also launched EGYM Genius—an AI software that connects various fitness equipment, including free weights, to create fully personalized training plans for users.

Image source: Aktiv Solutions 

Gym Rax 3D Trainer by Aktiv Solutions, a fitness equipment designer and supplier, reimagines the classic Smith machine. This innovative adaptation retains the Smith machine’s unsupervised safety advantages while restoring the freedom of barbell training through its free barbell rail movement. It caters to both beginners and advanced users.

The global fitness industry is undergoing a structural shift centered on strength training, reflecting a fundamental transformation in fitness demands: New-generation exercisers have moved beyond the misconception that “muscle gain equals bulk,” scientifically recognizing strength training’s lifelong benefits for metabolic health and cardiovascular function. Responding to this qualitative change in demand, the industry is rebuilding competitiveness through equipment specialization and program innovation. As scientific research continues to validate the irreplaceable role of strength training, this field is poised not only to generate a market worth hundreds of billions but also to redefine the standards for healthy living.