EGYM’s latest report shows just how much the under-40 crowd has gravitated toward strength training at the expense of cardio inside gyms
Anyone who spends time on a gym floor has seen this trend building. Gen Z and Millennials have been drifting away from cardio for years, but EGYM’s latest report shows just how far the pendulum has swung.
And there’s reason to care. Gen Z and Millennials aged 18-34 now make up the largest share of gym memberships in the U.S. at 31%, according to the fitness technology company.
To capture the findings, the company analyzed publicly available industry data and a full year of EGYM usage trends logged through its member app.
Here’s what they found:
Strength Takes the Crown
Strength training has officially overtaken all other activities as the top workout for younger members, turning the under-40 crowd into the most strength-forward generation the industry has seen.
Industry-wide numbers back it up, according to several reports. Strength training equipment sales jumped 181% between 2012 and 2022, while sales of ellipticals and group bikes fell sharply. Separate usage data from 2010 to 2022 showed consumers spent far more time using free weights and resistance equipment and far less time on cardio machines.
As for the million-dollar question — the “why” — younger gym-goers are prioritizing muscle gain more than older members and are driven by the social side of fitness. They choose group workouts more often, favor gamified features and respond strongly to real-time performance feedback that keeps them engaged and motivated.
Wearables Are Winning, Too
They also love their wearables. EGYM notes that Gen Z and Millennials together account for 46 million smart wearable users in the U.S., nearly double the combined total of Gen X and Baby Boomers. Additionally, they’re more likely to use AI-based fitness tracking apps to measure their progress.
Inside Gen Z & Millennial Training Habits
On EGYM’s platform, younger users are stacking their favorites with strength-first picks. Gen Z leans into machine leg extension and machine hip abduction, with step machines rounding out their top three.
Millennials still put walking and treadmill in the top spots, but strength machines such as machine hip abduction and machine leg press sit right behind and show up consistently across their sessions.
Gen X and the over-60 crowd take a different path, leaning heavily into cardio. Walking, power walking and side bends top their lists.
Across EGYM’s Smart Strength equipment, chest press and seated row dominate for every age group. Younger members also favor leg extension, while Gen X adds shoulder press to its top three and members over 60 gravitate toward triceps press.
What Operators Can Do
As for what clubs should do to attract and retain the fitness-obsessed generation, EGYM’s recommendations are clear. They advise operators to prioritize investment in strength-focused equipment and connected fitness solutions, especially machines that track performance data and give younger members the feedback they expect.
Some operators are already moving in that direction. High-value, low-price (HVLP) fitness operator EoS Fitness recently announced that it will roll out EGYM Genius, the company’s AI-powered training platform, across all of its clubs with enabled equipment. The move makes EoS the first large gym operator in the U.S. to deploy EGYM’s Genius technology.
The HVLP chain says the system will help trainers focus more on members while giving users workouts that adapt as they progress, a perfect match for the strength-focused, data-driven habits of Gen Z and millennials.
The fit tech brand also suggests adding gamified events and strength competitions to the mix, creating community moments that highlight the social side of fitness for Gen Z and Millennials.
There’s one more thing to keep in mind, EGYM notes: Gen Alpha is coming. As a digital-first generation, they will expect fitness to be even more interactive, personalized and tech-driven.
