From North America to the UK, strength zones are growing, diversifying, and attracting new demographics; most notably women and younger members. The image of a lone lifter grunting at a squat rack is being replaced by groups of women rotating through sets, functional circuits with barbells and glute drives, and high-energy plate-loaded sessions.
The shift isn’t just about who’s lifting; it’s about how, why, and what they’re lifting with. And smart facility owners are responding.
What’s Fueling the Strength Surge?
Across the globe, more people are turning to resistance training for its long-term physical and mental health benefits. In fact, a 2024 report from the World Health Organization emphasized that strength training twice a week should be a baseline recommendation for adults.
Why?
Because resistance training:
According to ACSM’s Worldwide Survey of Fitness Trends for 2024, strength training with free weights is the #2 trend globally, second only to wearable tech. And the demographics driving this are shifting fast.
More women, more younger lifters, more group sessions.
Let’s break that down.
The Rise of Women in the Strength Zone
In past decades, the weight floor was dominated by men. Today, women are increasingly taking up space—literally and figuratively—in commercial strength areas.
Women aren’t just lifting, they’re lifting smart, lifting heavy, and lifting together.
Why this matters:
According to insights from Dr. Stacy T. Sims, an expert in female physiology and performance:
The takeaway: If you’re not optimizing your floor to serve this growing demographic, you’re leaving potential on the table.
Do you see more women in your weight room today than five years ago?
If not, you’ve got a growth opportunity.
Group Training + Strength = Retention Gold
We often think of strength training as a solo sport. But trends are changing.
Key stat:
According to the American Council on Exercise (ACE), group training increases both motivation and adherence. Their research has shown that shared strength sessions lead to greater workout consistency and stronger emotional commitment to exercise. This is particularly true among female participants, who report a higher level of satisfaction and confidence when lifting in small groups.
Group lifting delivers:
And that’s exactly why we’re seeing more group-focused rack setups, dual-use plate-loaded zones, and circuits that incorporate glute work, sled pushes, and progressive resistance.
“Strength is no longer a side room. It’s the main attraction.”
If your facility isn’t designing for shared strength experiences, you’re missing what Gen Z and Millennials want most—a sense of belonging.
What Types of Lifting Are Members Doing?
Not all strength training is created equal. Here’s what’s dominating the landscape:
Members today aren’t just training for size. They’re training for strength, health, longevity; and yes, aesthetics.
“70% of Gen Z and Millennials say looking good and feeling strong are equally important.” (Source: IHRSA Health Club Consumer Report, 2024)
And this is where equipment matters.
Why Plate Loaded Machines Are Leading the Charge
Free weights will always be foundational. But as strength becomes more mainstream, members are demanding more accessible, more biomechanically sound options.
That’s where plate loaded equipment thrive:
Benefits:
“Our new Nautilus Leverage pieces were built to meet this moment, and lead the next.” – Marty Linthicum, Director of Product, Nautilus
Top 5 Trends Driving Strength Design
Whether you’re in the U.S., Canada, or the U.K., the same themes are shaping successful facilities:
Strength Built for What’s Next
As strength training evolves, the best facilities are designing spaces that balance proven methodology with modern movement. Nautilus and Throwdown embody that evolution—melding biomechanics, functionality, and adaptability into a unified training ecosystem. Together, they bridge traditional strength and performance-driven training, offering operators the flexibility to support every athlete’s journey—from foundational lifts to high-intensity functional work. It’s no coincidence, it’s intentional evolution shaped by insight into where strength is headed next.
Facilities that invest in versatile strength solutions report:
Take the Nautilus Belt Squat, for example:
Are You Ready to Lead the Strength Evolution?
If you’re a facility operator, now’s the time to act. The shift is happening, and members are making decisions based on how supported and inspired they feel in your space.
Ask yourself:
If not, you have an opportunity.