By focusing on strength training, prioritizing holistic health, creating inclusive environments and leveraging the power of social media, fitness brands can play a pivotal role in this ongoing transformation.

The $112 billion fitness industry has undergone a significant transformation in recent years, and women are at the forefront of this change. Historically, the realm of weight rooms and strength training was dominated by men, but today, women are increasingly taking over these spaces.

This shift is not just about physical strength — it represents a broader movement towards holistic health and empowerment.

Here are some of the ways women are redefining fitness for themselves and some of the ways brands are adapting to fit their needs.

A Primary Focus on Strength Training

One of the most notable trends is the increasing emphasis on strength training among women. Over 60% of consumers now include weight or strength training in their fitness routines, with many working out two to four times per week. This change is driven by several factors, including scientific evidence that highlights the numerous health benefits of strength training — according to Mindbody’s 2024 wellness trends report, for example, strength training is key to longevity.

For women in particular, studies have shown that strength training helps improve muscle mass, enhance bone density and boost overall physical performance. Additionally, it has been shown to improve mental health, reducing symptoms of anxiety and depression, and promoting a sense of empowerment and resilience. A new study found that women who do strength training exercises two to three days a week are more likely to live longer and have a lower risk of death from heart disease, compared to women who do none.

In response to this shift, many fitness brands are adapting their offerings. Gyms are reallocating space to accommodate more strength training equipment, for example, such as larger selections of dumbbells and additional squat racks. The COVID-19 pandemic has also accelerated this trend, as many people realized they could perform cardio exercises outdoors, leading gyms to reduce the size of their cardio areas.

Holistic Health and Wellness

Another significant shift in the fitness industry is the growing focus on holistic health. Women are increasingly paying attention to nutrition, mental health and overall well-being. This comprehensive approach to health is reflected in the rising popularity of recovery tools and programming centered around longevity and stress management.

 

Similarly, the motivations behind women’s gym attendance are also shifting. Instead of striving to fit societal norms or achieve a specific appearance, more women are focusing on long-term health, strength and longevity. This empowerment movement encourages women to prioritize what makes them feel strong and healthy, both physically and mentally.

Fitness brands are recognizing the importance of supporting members in all aspects of their health journey. This includes offering nutrition coaching, meal prep services and recovery programs. World Gym, for example, has become known for its Barbell Café serving up refreshing smoothies and nutrition programs, as well as its Pro Shop stocked with branded merchandise and supplements. By providing these types of services, fitness brands can help members achieve a balanced and healthy lifestyle, beyond just physical fitness.

The Role of Social Media

It is also important to note that social media has played a crucial role in this transformation, providing women with a platform to find inspiration, support and community. From female bodybuilders to fitness influencers, social media has helped break down stereotypes and allowed women to share their fitness journeys, successes and challenges. This virtual camaraderie has empowered more women to pursue strength training and redefine their fitness goals on their own terms.

To foster and support this kind of inclusivity and diversity, some fitness chains are reintroducing women-only areas to create more comfortable environments, for example. These spaces are not always just for women, but for anyone seeking a more private workout experience.

Looking Ahead

At the end of the day, the fitness industry must continue to evolve to meet the changing needs and expectations of women. This means not only adapting gym spaces and equipment but also fostering a culture of inclusivity and support. As women continue to redefine fitness, the industry has a unique opportunity to support and celebrate their achievements. Together, we can build a future where fitness is accessible, empowering and inclusive for everyone.