Strong women are the future.
Making gains. In 2025, women were more likely to track strength workouts on Garmin and Strava than men, and 65% of women’s Tonal workouts were resistance-focused.
Motivated by weight loss, longevity, social status, and aesthetics, an influx of women hitting the weights is driving new programming, research, and products.
Leveling up. Room for improvement, 54% of aspiring strength trainers don’t know where to start, and 58% of current lifters are confused by conflicting advice.
Accounting for physiological differences, programs like Equinox’s ARC, Weight Watchers x Pvolve, and Centr’s progressive series emphasize strength for overall health. Cross-training, Peloton, Club Pilates, Pure Barre, and The Sculpt Society have doubled down on weight-based workouts.
Rising tide. Meeting demand, lululemon designed its Unrestricted Power line for lifting, while NikeSKIMS’ spring collection features materials for different movement styles.
Investing, sports analytics platform Orreco acquired women’s perimenopause fitness app Jennis, and Zepp acquired hormone-informed training app Wild.AI to integrate with Amazfit wearables.
Rounding out the lifestyle, rucking, high-protein diets, and creatine supplements are spiking — with brands like arrae launching female-specific formulas for debloating.
Looking ahead: Strength training is becoming nonnegotiable for women, but with lingering apprehension, demand for targeted programming, personalization, and lifestyle integration will only rise.
