Peloton is building on Teams, a newer community feature that the connected fitness leader launched last September in its app.

What began as a way for members to create small groups of friends and family has now been expanded following widespread adoption. Since its fall launch, 70,000 teams have been created, according to Peloton.

In many ways, the connected fitness company is returning to its roots. In this month’s shareholder letter, Peloton reminded investors that its name comes from the pack of cyclists who ride closely together to reduce resistance—allowing them to go further, faster.

Utilizing member feedback, Peloton is now expanding the functionality of Teams, allowing them to host up to 50,000 members. Users can explore teams based on popularity, profile tags, featured community teams or by searching for a team name or description. The update also introduces new engagement opportunities, enabling users to celebrate team members’ milestones, leave comments and react with emojis. Additionally, team administrators have enhanced admin controls and can now set leaderboard goals, such as target distances for running, walking, cycling or rowing.

Peloton is leaning into the desires and experiences of its community of six million members, following a survey showing that nearly 70% of respondents found online communities or Teams with friends and family to be “relevant to achieving their fitness goals,” serving as a motivating tool that helps them stay accountable while competing in a fun environment. 

Along with community building, Peloton is also bullish on strength, having introduced Strength+ last December. The new app offers strength training programs featuring a custom workout generator and audio guidance.

On Peloton’s earnings call this month with investors, new Peloton president and CEO Peter Stern emphasized the vision the connected fitness brand has on meeting members wherever they are. Stern, an Apple Fitness+ co-founder, was appointed to his role late last October.

“There are lots of companies that make fitness equipment, dozens of fitness apps, countless trainers, but there is only one Peloton,” Stern said. “That’s because we combine the best hardware, the best software, and the best human coaches with the world’s most supportive community. That’s our magic formula. And when we get it right, we are unstoppable. Winning is about focusing on what matters most, improving outcomes for our members, meeting them in more places, and deepening the connections between them and Peloton, as well as with each other.”

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If building muscle was as simple as sending electrical signals to your body, would you offer it to your members and clients?

A new meta-analysis suggests that adding neuromuscular electrical stimulation (NMES) to resistance training could enhance muscle growth and strength gains, offering an interesting glimpse into the potential future of performance training.

While NMES has long been used in rehabilitation and recovery settings, this new research published in the European Journal of Applied Physiology suggests its benefits may extend beyond therapy and into the gym. With fitness enthusiasts and athletes constantly looking for an edge, could NMES be the next evolution in strength training?

What is NMES?

Neuromuscular electrical stimulation (NMES), also known as electrical muscle stimulation (EMS), works by using electrical currents to trigger muscle contractions, mimicking the natural signals sent by the brain. While many associate NMES primarily with rehabilitation and recovery, the technology has a much deeper and more complex history — one that dates back centuries.

The foundation for electrical muscle stimulation can be traced back to Luigi Galvani in 1761, who was the first to provide scientific evidence that electrical currents could activate muscles. Throughout the 19th and 20th centuries, researchers continued to study and document the electrical properties that generate muscle movement, discovering that electrical stimulation could induce long-term physiological changes in muscle tissue.

In medicine, EMS is used in rehabilitation settings and within medical applications to prevent muscle atrophy, particularly in individuals suffering from neuromuscular imbalances, mobility restrictions, or prolonged inactivity due to injury or illness.

NMES has also been utilized to aid recovery after musculoskeletal injuries — including damage to bones, joints, ligaments, and tendons — and even as a tool for individuals with chronic conditions, such as cancer or chronic obstructive pulmonary disease (COPD), or post-stroke patients.

Despite its use in medical and therapeutic settings, NMES has largely remained on the sidelines of active strength training — until now.

Breaking Down the Study

Researchers at the University of Texas at El Paso conducted a meta-analysis, examining data from multiple studies that investigated NMES in combination with traditional resistance training. The review included more than a dozen studies and focused on individuals who performed weight training exercises — such as bench presses and squats —  while using NMES devices in comparison to those who did the same weight training routines without NMES.

The key takeaway? Participants who combined NMES with resistance training saw greater muscle growth and strength gains compared to those who trained without electrical stimulation.

Additional findings included:

• Training duration matters: Training periods for participants ranged from two to 16 weeks. Participants who trained with NMES for longer periods experienced more significant improvements in muscle mass and strength.
• How it works: NMES stimulates muscles to contract involuntarily, bypassing the brain’s traditional neural activation pathways and creating an additional stimulus on top of voluntary contractions.
• Potential implications: NMES could be particularly useful for individuals looking to break through plateaus or maximize gains in a shorter time frame.

Dr. Sudip Bajpeyi, lead researcher explains, “Under normal conditions, the brain activates muscles by sending signals through the nervous system. NMES mimics this process by delivering external electrical currents to the nerves, causing muscles to contract without direct input from the brain.”

Co-authors on the study are Gabriel Narvaez, a recently graduated master’s student in kinesiology, and Jehu N. Apaflo, a doctoral student in interdisciplinary health sciences.

Bajpeyi is the director of the Metabolic Nutrition and Exercise Research (MiNER) lab at UTEP, where his team studies how NMES or other interventions can improve physical and metabolic health.

Funded by the National Institute of Diabetes and Digestive and Kidney Diseases, part of the National Institutes of Health, Bajpeyi is currently investigating how NMES might help regulate blood glucose levels and reduce the risk for type 2 diabetes.

“NMES has great potential for improving metabolic health by building muscle mass, which can help the body process blood glucose more effectively,” he states.

The Future of Strength Training?

NMES is not a new technology, but its integration into active strength training poses some interesting implications. As wearable technology and AI-driven training platforms continue to make headway, is it possible that NMES could become a standard tool in personalized fitness programs? Could we see gyms incorporating electrically enhanced strength training zones? Will connected fitness devices integrate NMES into smart resistance training programs?

For now, these and other questions remain as research continues into NMES and its many possible real-world applications.

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The device is a motorized ab wheel that can be used for full-body workouts

Finding a new workout tool that can truly shake up your workout is hard. ZeroWheel has innovated the traditional ab wheel with a motor to train arms, quads, glutes, and more. The device’s powerful motor offers five levels of resistance, with LED lights on either side of the wheel to signal its various modes. In today’s fitness landscape, where there are new gadgets released every week, can ZeroWheel really enhance your next workout?

Pros

ZeroWheel’s different modes really set it apart, which cater to different fitness levels and goals. Springback is an assistance mode for those newer to ZeroWheel and perhaps working out, bracing your body weight, and springing you back from an extension. Quicksand is lower impact, and works through eccentric and concentric movements, fighting against your velocity. This mode is one of the key differentiators of a product like ZeroWheel compared to a traditional ab wheel, as it adds extra resistance for seasoned athletes. Similarly, Aero propels you for extra movement, which is perfect for aerobic workouts and cardio. The most difficult mode is burn, which generates a significant amount of torque for a very difficult workout. These modes create versatility that differentiates the ZeroWheel from most other strength devices.

Credit: ZeroWheel

ZeroWheel’s battery life can last around a week or for four hours of continuous use. The device’s app is also a great assistant for workouts, with a sleek UI/UX and pre-programmed workouts. The app has goals displayed, such as number of reps of particular movements, streaks, and the frequency with which you want to accomplish those goals. With the app, you can “build” your workouts by stacking different exercises to take the guesswork out of your daily plan. You can adjust the mode, number of reps, and exercises to customize your workout. ZeroWheel has also been used in commercial establishments: fitness classes programmed around the device.

Cons

Although the company states that ZeroWheel can be used on any smooth surface with enough friction to prevent slipping, this may be more difficult in practice. First, one may not want to use the device on nice wallpaper or painted walls in one’s home. Second, a non-smooth surface may cause cosmetic wear and tear to the device. If you have a smooth surface in your home or, for commercial use, durable floors or walls, this may not be a problem.

The device is not particularly small or portable. Although it is only 12 lbs., it is large enough that it requires a small gym bag to bring around. This is not an issue for commercial establishments, but it may be for consumers who want to bring the device to a gym. In addition, ZeroWheel is $795, a pricey device for a core-focused workout. While it can certainly be used for leg workouts with the right wall surfaces, I found myself a little nervous about using the device on my apartment walls. However, floor exercises still burned my shoulders and abs due to the device’s unique modes,

Overall, if you’re looking for a new take on a traditional fitness device that will level up your workouts, ZeroWheel is a great option. For commercial establishments that want a new class format, ZeroWheel might provide the variability and customizable difficulty that would keep

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New Pvolve studios will soon be in the works for Dallas, Miami, Charlotte and Portland following several new franchise agreements.

A three-unit development agreement has been signed by accounting professor Jessie Cleveland to bring the functional movement brand to Highland Park/Park Cities, North Dallas and Lakewood in Texas.

In Miami, international business leader Adriana Albornoz will launch Pvolve in Coral Gables in late summer or early fall. Entrepreneur Mariana Lim will oversee Pvolve’s expansion in North Carolina’s Myers Park neighborhood, while in Oregon, Gary and Suzy Jackson will develop the brand in Northwest Portland.

“Pvolve’s continued success is fueled by franchise owners who believe in our mission and have the expertise to bring it to life in their communities,” Pvolve president Julie Cartwright said. “By strategically expanding into these top markets with the right owners at the helm, we’re ensuring that more people can experience the life-changing benefits of Pvolve and live younger, longer.”

The boutique fitness franchise recently kicked off its Strength Redefined Challenge, a six-week fitness journey inspired by brand ambassador and Pvolve devotee Jennifer Aniston’s personal regimen.

Elsewhere in the Pvolve orbit, the franchisor is making waves with its partnership with Sugar Beach, A Viceroy Resort, for an immersive fitness retreat next month in St. Lucia. Led by Jennifer Aniston’s trainer and Pvolve vice president of training, Dani Coleman, the event runs from February 17-23 and features daily 45-minute Pvolve classes.

The franchisor has been emphasizing its science-backed workout approach, resonating with female fitness enthusiasts as the importance of strength training becomes increasingly apparent in the quest for aging healthy and strong.

One study conducted by the University of Exeter found that women aged 40 and older experienced significant improvements in lower body function and strength after incorporating the Pvolve functional fitness methodology, including a 19% increase in hip function and lower body strength, a 21% boost in full-body flexibility and a 10% improvement in balance, mobility and stability, among other benefits.

“We’ve built a method with clinical studies behind it, focused on addressing women’s unique needs like pelvic floor health, menopause and endometriosis,” Cartwright said during a recent ATN CEO Summit. “What works for a woman will work for a man, but what works for a man doesn’t necessarily work for a woman.”

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Luke Milton, a former professional rugby player from Australia and founder of Training Mate, always found more than just physical value in fitness. “Rugby not only gave me a passion for fitness but also instilled in me a deep appreciation for the camaraderie and team spirit that comes with being part of something bigger than yourself,” he explained. After retiring from the sport, Milton transitioned into personal training with a vision to recreate the sense of connection and support he experienced on the rugby field.

The HIIT classes are 45 minutes of circuit-based interval training with cardio and resistance exercises in a community-oriented format.

“I wanted to create a space that replicated the feeling of support and connection I experienced in sports,” Milton shared.

Since its launch, Training Mate has grown rapidly, with six studios in Los Angeles, two new locations in Dallas, and more planned in cities like Las Vegas, Houston, Plano, and Austin. According to Milton, the brand’s growth has been driven by its unique focus on community.

“People are increasingly looking for more than just a physical challenge—they want to feel connected and supported,” Milton said. “Our unique blend of HIIT training with a social and mental well-being focus has resonated with people, especially in today’s world where social isolation is a concern. We’ve expanded into new markets like Dallas because we’ve seen that this demand for “connection through fitness” is a common theme.”

Community is built into every aspect of Training Mate. “From the moment you walk through the door, you’re welcomed into a friendly, supportive environment,” Milton said.

“Our trainers set the tone, and we use humor and positivity to keep things light, even during the toughest workouts. Each class is structured in a way that encourages interaction between participants. Whether it’s high-fiving your workout buddy after a circuit or chatting during our ‘no shower happy hour’ post-class, we make sure everyone feels included. The result is a sense of belonging that keeps people coming back.”

For Milton, the concept of mateship—an Australian ethos of community and mutual support—was at the heart of Training Mate’s identity. “What set us apart was that fitness wasn’t just about hitting personal goals,” he explained. “You weren’t just working out next to someone—you were supporting them, cheering them on, and being part of a team.”

Milton also highlighted plans to bring the Training Mate experience to even more cities. “We’re opening in Las Vegas, Houston, Plano, and Austin soon,” he shared. “It’s incredibly exciting to see how far we’ve come and how many people we’re able to reach.”

At its core, Training Mate has always been about more than just physical fitness. “Ultimately, I believed fitness should be about feeling good—physically, mentally, and socially,” Milton said. “That’s been our mission from day one, and we’re just getting started.”

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From Nike’s newest dumbbell launch to protein-packed bread, these strength-focused products will help you build muscle at home

Strength training has been receiving a lot of attention these days, from studies about ideal training plans to its importance in promoting healthy aging. Complementing gym routines with at-home workouts and protein-focused meals has never been more important to drive muscle-building goals. If you’re looking for a way to upgrade your strength routine outside of the gym, or for products to use for a mobile personal training business, look no further than these five products.

From Nike’s newest dumbbell launch to sleek workout bands and clean-ingredient protein powder, these five products will help you (and your clients) work towards those strength-building goals.

Nike

The Nike Grind Dumbbell is a new launch from the legendary company, combining smart design and sustainability. The dumbbells are created from at least 20% Nike Grind rubber, using recycled materials from Nike’s footwear manufacturing process. The Nike Grind Dumbbell will also add some color to your home gym: it comes in a white and multicolored-speckled design. The dumbbells start at 2.5 lbs and scale up to 50 lbs, meeting a variety of strength training needs.

Equii

The protein food tech startup was founded by two scientists to create protein flour using fermentation. Their protein-packed bread and pasta power workouts without compromising on taste. Equii’s products lack the typical dry and artificial flavoring of protein supplements but still pack a punch for functionality, with no artificial ingredients. Each Equii bread slice has 8 grams of protein, while a serving of its macaroni and cheese has 19 grams.

MasterClass

MasterClass, the platform where you can learn skills from icons and legends, offers quality strength training options with elite trainers like Joe Holder. His 12-part class walks through his fitness philosophy, mobility workouts, leveraging data and more. Or, learn from dedicated marathoner Joan Benoit Samuelson about setting running goals. The platform is $120 for its standard membership and $240 for a premium membership.

Cacti Wellness “The Bands”

Cacti Wellness, founded by content creator Kira Jones Matousek, is a community of over 100k wellness enthusiasts. In response to demand, Cacti Wellness launched “The Bands,” high-quality and aesthetically pleasing workout bands. The fitness tools are lightweight and portable enough to slip into your suitcase during traveling. The bands have waffle stitching that doesn’t irritate the skin and is strong and stable enough for even the toughest workouts. A nice bonus: Cacti Wellness provides routines that go along with the bands so you can put the product to the test.

Gainful’s Gain Strength Bundle

Gainful’s Gain Strength Bundle is designed to help build muscle, improve endurance and enhance performance. It includes premium protein (whey or vegan, depending on your preference), non-caffeinated hydration, and pre-workout to power your fitness goals. Each of Gainful’s protein formulas contains seven ingredients or fewer, focusing on quality, not quantity. It doesn’t include gluten, soy, fillers, artificial flavors, colors or sweeteners. Each product is formulated by the company’s on-staff registered dietitians to provide products suited to your body type, dietary restrictions, and fitness goals.

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After years of working at Goldman Sachs and Oaktree Capital Management, Hilary Hoffman found that spending 80% of her day behind a desk was impacting her health. It was then that she noticed a gap in the fitness market.

 “I realized there was an opportunity for a workout method rooted in efficiency, predictability and purpose,” Hoffman told Athletech News. She then developed the SotoMethod in 2021, a fitness model designed around maximizing one’s time and delivering tangible physical and mental strength. “I desperately required a fitness routine that could take my reality into consideration while still delivering real results.”

The SOTO Method believes in making every second count.

“By using seconds as the baseline of measurement for Soto’s programming, I created a method that emphasizes accountability to show up every day, regardless if you have 5 minutes or 45 minutes to move,” Hoffman explained. Drawing inspiration from her high school running coach, Hoffman leaned into isometrics to build Soto. The workout begins with a 60-second isometric hold to fire up each muscle group, followed by 10 dynamic movements designed to push the body to muscle failure. Soto stands for sixty on, ten on.

‘A Predictable Roadmap’

The SotoMethod combines cardio and sculpting into one package.

“Building on the assumption that a client’s time in class may be their only movement of the day, Soto combines cardio with sculpting to deliver a full-body workout that improves strength, endurance, and overall well-being,” Hoffman said.

One of the company’s biggest milestones came with the opening of its first permanent studio space in New York City this fall, following a successful pop-up location in TriBeCa.

“It’s important to note that this achievement was also the biggest risk we’ve taken to date as a company,” Hoffman said. “Our first pop-up location in TriBeCa was a true testament to luck, preparation, and the opportunity to reach new clients and engage with our deep-rooted community in person. Did we feel 100% ready to open the pop-up with no experience operating a studio? No. However, growth depends on artfully mitigating and taking risk, and we felt equipped to make this choice after evaluating our upside potential and making good financial decisions that offered downside protection.”

Predictable classes are also a key pillar in the Soto Method’s success.

“Soto’s predictable roadmap manages clients’ expectations from the second of their first plank when class begins,” Hoffman noted. “Knowing the flow of the entire class from the start, as well as the precise way we will cue and fatigue every muscle in the body allows for every single person to maximize their performance. The class structure is designed with the intention that instead of worrying about what comes next, clients can focus on unlocking strength in the present second.”

Focusing on Priorities

Hoffman approaches fitness with the perspective that a healthy lifestyle should not consume one’s life.

“My priorities have always been family and friends first, my professional goals second, and then being disciplined in recovering when my battery runs low,” she noted. “I prioritize sleep, hydration and eating – for both fuel and fun. Some of my must-have products to sustain my wellness priorities include earplugs from CVS, a Slip eye mask for sleep, LMNT for electrolytes, Weleda Skin Food for my body’s hydration, and NYC’s unbelievable take-out scene for my meals (both healthy and indulgent).”

Hoffman’s experience in finance has greatly impacted her approach to the fitness space.

“There are few hacks that I learned in finance that help me maximize my performance on a daily basis, and I’ve translated those lessons into Soto’s workout philosophy,” Hoffman said, adding that she learned to front-load her day with all the tasks she wanted to do the least.

“Willpower is a muscle and like any muscle, it fatigues with every decision. Capitalize on using your willpower when the tank is full to accomplish the tasks that require the most effort.”

She takes this same philosophy to her workout classes. “I front load each class with the hardest block: Cardio. Get it over early and when your discipline is fresh, and the rest will follow.” Schedule transparency also mitigates risks of frustration over surprises and allows for more mental strength.

“As we continues to scale, we will always ensure we are not losing sight of the core pillars the brand was founded on – performance, predictability and purpose,” Hoffman concluded. “Knowing every individual has a unique definition of ‘results,’ Soto will always be a method where effort and outcome are directly correlated. At the end of the day, we hope to help clients unlock their maximum strength potential through our intentional full-body workout roadmap that improves muscular strength, endurance, and overall heart health.”

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Is training to failure the secret to bigger muscles, or could stopping a few reps short of failure yield the same results? This question is at the heart of a new study from Florida Atlantic University, which uncovers surprising insights into how close to failure you really need to train to maximize muscle growth and strength.

Published in the journal Sports Medicine, the research is the first of its kind to conduct a meta-analysis exploring the relationship between training to failure and its effects on muscle strength and hypertrophy. This study provides actionable data that fitness professionals can apply to enhance client training programs.

Study Details: Analyzing the Impact of Training to Failure

The researchers conducted a comprehensive meta-analysis of 55 studies that focused on how different levels of proximity to failure—measured as repetitions in reserve (RIR)—affect muscle strength and hypertrophy. Repetitions in reserve refer to the number of additional reps an individual could perform before reaching the point of muscle failure, where they can no longer complete a repetition.

The analysis aimed to determine whether training closer to failure yields better results in terms of muscle size and strength. The researchers scrutinized the impact of varying RIR levels on key muscle groups engaged in specific exercises, such as the quadriceps during leg presses.

Key Findings: Muscle Growth vs. Strength

The study uncovered that training closer to failure significantly impacts muscle hypertrophy. The closer an individual trains to failure, the more substantial the muscle growth observed. Conversely, the research found that the effect on muscle strength was not as pronounced. Whether an individual stops several reps short of failure or pushes to the brink, strength improvements appeared similar across the board.

Michael C. Zourdos, PhD, the senior author of the study and professor and chair of the Department of Exercise Science and Health Promotion at FAU’s Charles E. Schmidt College of Science, emphasized the importance of these findings.

“If you’re aiming for muscle growth, training closer to failure might be more effective. In other words, it doesn’t matter if you adjust training volume by changing sets or reps; the relationship between how close you train to failure and muscle growth remains the same,” said Zourdos. 

“For strength, how close you push to failure doesn’t seem to matter as much.”

Practical Applications for Fitness Professionals

Based on the study’s findings, fitness professionals can design programs that optimize muscle growth by encouraging clients to train closer to failure. Specifically, guiding clients to work within a range of 0-5 reps short of failure may maximize hypertrophy while minimizing injury risks. For clients focused on building strength, programs can prioritize heavier loads while stopping 3-5 reps short of failure, avoiding unnecessary physical strain without compromising strength gains.

The study also found that training closer to failure enhances the accuracy of self-reported repetitions in reserve. 

“When people estimate how many reps they have left, this perception influences the weights they choose,” explained Zac P. Robinson, PhD, the study’s first author.

“If the estimation is off, they might use lighter weights than needed, which could limit strength gains. On the flip side, our meta-analysis shows that training closer to failure also leads to greater muscle growth.” This suggests that accurate load selection, informed by close-to-failure training, can help clients achieve better outcomes in both strength and hypertrophy.

The research indicates that performing sets closer to failure can mimic the conditions of maximal strength tests, aligning with the principle of specificity. Zourdos highlighted this, stating, “As the load increases, motor patterns change, which means performing sets closer to failure can more closely mimic the demands of max strength assessments.” 

Fitness professionals can use this approach to better prepare clients for strength testing and performance scenarios, ensuring they are both mentally and physically ready to meet these challenges.

Challenges and Considerations

While training closer to failure may enhance muscle growth and improve the accuracy of self-assessments, the researchers also caution against the potential downsides. Training to failure can be physically demanding and may hinder long-term performance due to increased recovery needs. 

This aspect of the study may resonate with the ongoing debate within the fitness community about the best approach to resistance training. Some trainers advocate for pushing to failure to maximize results, while others emphasize the risks of overtraining and the importance of recovery. 

While this study provides valuable guidelines for optimizing training programs, the researchers note that the precise relationship between training to failure and strength gains remains ambiguous. Zourdos and his team advocate for future studies with larger sample sizes to further explore these effects and refine training recommendations.

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As the European fitness market sees increased member growth and revenue with a projected 100 million gym members by 2030, McFit clubs across Germany and Austria are undergoing a modernization improvement to the tune of an undisclosed “three-digit million (euro) sum.”

RSG Group, a Berlin-based fitness company that owns McFit, says the “modernization offensive” is meant to promote a “holistic training experience” that supports new fitness trends and gives female club members a specially designed, top-notch strength training space.

McFit is one of RSG’s many brands, which includes a portfolio that includes Gold’s Gym, John Reed and boutique fitness brand John & Jane’s.

The “back to basics” remodel (dubbed McFit – The Original) has kicked off at the brand’s Heilbronn and Vienna gyms and will continue at its Munich, Cologne, Rhine-Main region and Hamburg locations. 

“Our McFit brand has a tradition of over 25 years,” RSG Group co-CEO  Dr. Jobst Müller-Trimbusch said. “When Rainer Schaller opened the first McFIT studio in Würzburg in 1997, he pioneered the discount principle in the fitness industry. Over the years, the brand has constantly changed and developed, becoming the best-known fitness brand in Germany.”

“We want to continue Rainer’s legacy but also set our own impulses,” he added.

Strength Training Trends, Women’s-Only Workout Spaces

The new aesthetic incorporates steel, concrete and wood for a modern yet vibrant and inviting vibe, a tennis table and a revamped area for female strength trainers.

McFit is outfitting the enlarged space with the booty booster, standing abduction, glute booster rack and functional equipment. Certain McFit locations will offer a “studio within a studio” model for its female members, who can access the training space through the women’s changing room. 

McFit members will also find high-quality treadmills, ascent trainer climb mills, cross trainers, recumbent and seated bikes and rowers, as well as a functional training space with functional hubs, air bikes, rowing ergometers, glute booster racks and functional towers. A newly designed group fitness room will offer members up to 25 classes each week. 

As an added bonus for McFit members, the gyms will offer complimentary drinks via a station with still and sparkling water and a variety of flavor options. 

“Through a holistic modernization approach, we are bringing our studios up to date and thus also adapting to the changing needs of our members,” RSG Group co-CEO Hagen Wingertszahn said. “With the new look and feel, modified training concepts and fresh ideas, we are opening the next chapter of McFit and making ourselves fit for the future.”

An (Increasingly) Dynamic European Fitness Market

Elsewhere in Europe, Basic-Fit, the continent’s top high-value, low-price (HVLP) gym chain, recently acquired over 40 McFit clubs in Spain, which will be rebranded to Basic-Fit. The deal marked RSG Group’s exit from the Spanish market.

The European club landscape has seen substantial activity in 2023, including the completion of 12 major M&A deals that reflect investor’s interest in brick-and-mortar gyms, according to the 2024 European Health & Fitness Market Report.

Boutique fitness is also angling for the hot European fitness market. 

Xponential Fitness star brand Club Pilates – a reformer Pilates concept that has grown to over 1,000 studios worldwide – is expanding in Germany and is eyeing Austria and the Netherlands for future growth.

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Hammer Strength isn’t cutting any corners with its approach to strength training — even with increased pressure from the modality’s increased demand. 

The equipment supplier keeps things simple, clean and efficient when crafting its muscle-making hardware. The brand isn’t trying to reinvent the wheel with strength training, but perfect it while staying true to its core principles. 

“The foundation of Hammer Strength machines has not changed at all,” said JP Stockton, Product Director for Hammer Strength. “Gary Jones did such an incredible job defining the basic principles of Hammer Strength, both in design and manufacturing, that we lean on it daily as we develop new products.” 

“We use proven components and design products with the original exoskeleton philosophy, so the machines always feel rigid and pure,” he added. “The evolution has been in the fine details.  We scrutinize every movement we create. In an era where machines are getting more complicated to use and less durable to own, we strive to simplify each machine which increases the user experience and machine reliability. Innovation and creativity are at their peak when delivering a product that is simple to use.”

Plate Loaded Power

Hammer Strength reaches that simplicity Stockton alludes to with its plate-loaded machines. Unlike free weights, these make weight-lifting balanced and controlled — ensuring safe and targeted muscle engagement. 

“We are movement and balance-based,” said Stockton. “If you want to improve strength in a given movement to improve performance on a competitive field or in life, we can guide you through that. Balance is critically important so, if you are training in a given plane of movement, we offer the opposite movement.” 

The machines’ fixed patterns reinforce proper form, allowing users to push themselves without any discomfort. This makes plate-loaded machines a hot commodity for seasoned fitness enthusiasts and newcomers alike. 

“Athletes love Hammer Strength because the movement allows them to train naturally with heavy loads without pain or discomfort in their joints,” said Stockton. “But most start with resistance levels that are very light, such as 10 or 12 pounds per hand. That is part of the secret sauce and that translates to the general population. The person willing to put in the work will reap the rewards and we are there to support them.”

Innovating for Comfort

Hammer Strength makes sure not to confuse simplicity with complacency, however. The brand is eager to continually upgrade its plate-loaded machines in the name of comfort.

“We are constantly building and evolving our Plate Loaded portfolio,” said Stockton. “We challenge ourselves to improve our customer’s experience with each machine we make.  We want anyone to sit down in our machines and be able to use it correctly with minimal set-up or instruction, which puts the design effort on us.”

The brand’s new Assisted Nordic, a hamstring-curling machine, ensures comfort for people of all sizes. Rather than making it adjustable, the brand identified an optimal position for the calf pad and placed it in a fixed position to eliminate the guesswork. Doing so makes it easy for almost anyone to hop on, feel comfortable, feel confident and begin working out.

Hammer Strength also included two shin pads so users can align their primary hinge joint with the machine’s axis of rotation. The pad separation keeps the knee joint vaulted in the proper position as well.

“All of these seemingly minor things make the exercise more comfortable, intuitive, and attainable for exercisers or athletes of all levels,” said Stockton. 

The emphasis on comfort extends to the brand’s Glute Drive, which also carries a similar feature. The pads on the Glute Ham Reverse Hyper add relief in the front for gut comfort as well. The Belt Squat includes a second set of weight rods to reduce footprint with the high user effective load ratio. 

“These are the intricacies that make Hammer Strength unique,” said Stockton. “We are thoughtful, intentional and don’t accept ‘normal’ as gospel. We question everything when looking at new machines.”

More Questioning on the Horizon

That questioning promises to continue for some time as Hammer Strength is already eyeing its next machine upgrade. 

“We work closely with strength and conditioning coaches because we are a performance company,” said Stockton. “Athletes need strong lower body strength and that is trending in fitness as well. At the risk of exposing our plans, I’ll say that the Pendulum Squat has become a really popular unit in clubs; however. it has some flaws.  We demand a lot from ourselves and expect to build a machine that will expose the pendulum squat and bring to light what a great movement feels like.”

Stockton added that it is an exciting time at Hammer Strength and the company has some great innovations coming for 2025.

“There are other new machines coming too but we’ll leave it here for now,” he said.

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