Strength training is no longer a niche — it’s the main event. Gym goers are seeking out lifting classes, expanded weight rooms and equipment that supports resistance training across multiple modalities. This surge is reshaping how gyms plan their floor space and invest in equipment, with strength taking its place as the anchor point of modern fitness.
REP Fitness, known for designing versatile, durable and performance-driven equipment, is leaning directly into this shift. Its new Strive Series reimagines how conditioning and resistance work together, giving operators and members a way to maximize results without sacrificing space.
“The industry is coming full circle, recognizing the benefits of increased work capacity,” says Jon Little, President of REP Fitness. “One can be strong but lack cardiovascular fitness, or have endurance but lack strength. The person who trains both systems will always have the advantage in their overall fitness — and that’s the intent behind Strive.”
The Inspiration Behind the Strive Series
The Strive Series was born from a straightforward but ambitious idea: build equipment that delivers comprehensive training in a compact footprint. The REP® Strive Series Hybrid Curved Treadmill demonstrates this design philosophy clearly.
“In running mode, you have a traditional curved design that allows for a non-motorized experience, perfect for zone 2 training protocols that improve endurance and mitochondrial density,” Little explains. “When the sled function is engaged, intensity can be ramped up, training all three energy systems — phosphogen, glycolytic and oxidative — in the same workout. A sled push is equally anaerobic as it is aerobic, working nearly every muscle in the body. We aren’t competing for space occupied by traditional treadmills. We’re making sled training accessible for the consumer in a garage setting, equally as we are enabling gyms to maximize valuable floor real estate by eliminating turf lanes and inserting a Strive Series Treadmill. It’s the best of all worlds — maximized training focus for the user, and the gym operator.”
By combining multiple modalities into one piece of equipment, the Strive Series Hybrid Curved Treadmill helps clubs rethink how space is used. For operators, that means higher ROI: better floor utilization, lower maintenance and more engaged members.
In a crowded marketplace, many brands lean on oversized consoles or flashy entertainment features. REP takes a different approach, marrying innovative engineering with intuitive tech — like Bluetooth compatibility and an LCD console — while keeping the focus on what matters most: durability, simplicity, and outcomes.
“For the gym operator, we aren’t competing with rows of treadmills and electric bikes,” Little says. “We’re eliminating the need to occupy valuable floor space with turf lanes. We’re eliminating complexity in maintenance by using durable materials and simplistic designs. No fancy cockpit like computer consoles — simple, effective training solutions focused on maximizing results, not entertainment options or fan locations. You won’t need IT to set up our stuff.”
That simplicity ties directly to business outcomes. “If the operator can offer time-tested training solutions to members that want results — not gimmicks — we have that,” says Little. “Results keep members coming back. And that maximizes ROI — more members, greater retention, lower cost of ownership and better floor utilization. That’s the formula we’re after.”
While REP focuses on product design, its leaders also recognize the broader consumer shift driving these decisions. Sarah Meyer, Senior Manager of Business Development, sees strength as the new anchor point of the gym community.
“Looking toward 2026, we’re seeing a strong return to clubs,” Meyer says. “But it’s not just about equipment — it’s about experience. The gyms that will win are those that create a community atmosphere with strength at the center. When clients see tangible results, whether that’s improved strength, body composition or confidence, they want to keep coming back.”
Strength may be the centerpiece, but it doesn’t exist in isolation. Recovery, functional training and cardio remain critical — they’re just being reimagined.
“Recovery, functional training and cardio aren’t going anywhere — in fact, they’re becoming even more important as complements to strength training,” Meyer says. “According to the Global Wellness Institute, recovery-focused offerings are projected to be a $280 billion segment by 2030. What excites me most is how these modalities are being integrated into programming rather than existing on the sidelines.”
Functional training is also evolving. As Meyer notes, compound movements like squats and deadlifts are now framed not only as performance builders but also as tools for everyday life — lifting luggage, carrying groceries or playing with kids.
Cardio, meanwhile, has shifted from high-maintenance, stand-alone machines to performance-driven formats. “We’ve moved beyond ellipticals and treadmills toward sled pushes, plyo drills and innovative solutions such as our upcoming Strive Series. Cardio is no longer a standalone element; it’s being reimagined as part of an integrated training experience.”
Designing for Versatility
Space is always a constraint for clubs, and REP utilizes modular design as a way to solve that challenge.
“This is one of our favorite things to do at REP,” Meyer says. “We love hearing what a partner is trying to accomplish and then figuring out the smartest way to make it happen. Our team sees constraints as opportunities — our modular designs make small spaces feel limitless.”
She points to projects like VASA’s Studio LFT and F45’s compact barbell adaptation as proof that gyms don’t need to expand their footprint to expand their offerings. “The reality is, strength now drives the majority of workouts in gyms, but most clubs don’t have the luxury of expanding their footprint — that’s where modularity becomes so important.”
In the end, the message is clear: strength is the new everything, and REP is helping operators make it the centerpiece of their facilities for the win.
Says Little, “We care about offering solutions that maximize results. That’s it. The athlete — the one chasing those results, chasing actual fitness that’s measurable — they will find gyms that offer that. And that’s who we’re after.”
