A lunchtime scene at a Crunch Fitness in Midtown Manhattan reflects a national trend: strength training is taking center stage. Traditional cardio areas are being replaced with lifting stations as gyms adapt to a growing demand for muscle-focused workouts. The $2 million renovation at this Crunch location—turning a yoga studio into a strength-training space—is just one example.
Gyms across the U.S. are reshaping their floor plans to accommodate this muscle-building boom. Google data shows a consistent drop in interest in cardio workouts, while strength training continues to rise. Major chains like Crunch and Planet Fitness are reducing cardio equipment by up to 40%, echoing a growing disinterest in treadmills and bikes in favor of weightlifting.
The lifting trend isn’t being driven by stereotypical bodybuilders. Women and older Americans are leading the shift. At Crunch, 45% of members are women, and over half of the lifting platform usage comes from them. What was once considered a macho or intimidating activity has been embraced by a wider demographic, challenging old gym stereotypes.
Media and social trends are redefining fitness from cardio obsession to strength focus
Fitness fads of the past centered around cardio, from the jogging movement sparked by Nike’s co-founder to Jane Fonda’s aerobic tapes. The 1980s saw a cardio boom driven by VHS tapes and lightweight workouts. In contrast, weightlifting remained a niche associated with bodybuilders like Arnold Schwarzenegger and Hulk Hogan.
Strength Training Surges as Gyms Ditch Cardio and Embrace Inclusive, Muscle-Focused Fitness CultureHarvard researcher Dr. Harrison Pope explains that modern media has normalized muscular physiques. Over time, action figures, movie stars, and ads have pushed an increasingly bulky male image. This visual saturation of “swole” bodies contributes to shifting societal standards around fitness and masculinity.
Apps like Instagram and TikTok are powerful forces in promoting strength aesthetics. Hashtags like #fitspo and #fittok boast tens of billions of views, reinforcing ideals of strength, especially among younger audiences. This digital exposure has helped normalize lifting routines across genders and age groups.
Pandemic Habits, Inclusive Culture, and Science Fuel Strength Training’s Rise Over Cardio
Covid-19 gym closures forced people to explore home workouts, often involving bodyweight or low-weight strength exercises. These makeshift regimens led many to discover that muscle-focused workouts could offer cardio benefits, too. By the time gyms reopened, the shift toward strength had already taken root.
Planet Fitness, with over 2,600 locations, has aggressively reduced cardio gear to make room for strength equipment. After testing different setups, they found an optimal balance and rolled out the new model across most locations. Their marketing now emphasizes strength training to retain members who might otherwise move on to more specialized gyms.
Gyms have become significantly more inclusive in recent years. Gym owner Maik Wiedenbach recalls that in the early 2000s, cardio areas were typically seen as spaces for women, while weight rooms were dominated by men. Today, that divide has largely dissolved, with women making up a much greater portion of those engaging in strength training, highlighting a shift away from traditional gender norms in fitness.
Experts stress that weightlifting isn’t just about aesthetics—it supports better health, especially for older adults. Strength training helps maintain bone density and metabolic health, contributing to a higher quality of life in old age. As science backs its benefits, strength training is becoming a cornerstone of lifelong wellness, not just a fitness fad.