For muscle or menopause, the future of strength training is skewing female.
Culture. Smashing stigma and PRs, women-only lifting gyms like PWR Girls, Tension, Roar, and LiftHER are hitting major cities, as Pvolve x Jennifer Aniston, Burn Boot Camp x Ilona Maher, Ladder x Hilary Duff, and Gymshark x Megan Thee Stallion change the face of fitness.
Apparel. Outfitting new routines, Gymshark sold 2M women’s lifting shorts in 2026, 4x’ing leggings. Designed for “women who lift,” Krissy Cela bootstrapped Oner Active to $200M+ in revenue, with its debut flagship set for NYC. Grit meets glamour, former bodybuilder Dany Garcia’s Danimás brings a luxury aesthetic to pumping iron.
Supplements. Popularizing precision nutrition across life stages, women’s health brands Ritual, Perelel, and arrae have expanded into protein and creatine, tapping fresh form factors like gummies and liposomals to make sports supps more approachable.
Looking ahead: The market exists, but access and knowledge gaps persist. Brands that normalize rather than patronize will resonate with evolved women.
