Planet Fitness has committed to becoming the top fitness operator for the most dedicated gym-goers and is already delivering on its promise.

The fitness giant has kicked off a limited-time offer just in time for New Year’s resolutions and plans to continue adding new plate-loaded strength equipment to nearly all U.S. locations in 2025, driven by the rising interest in strength training.

The new strength-focused equipment — which includes the Magnum Supine Bench Press, Hack Squat and Seated Calf Machine — has already been added to more than 1,700 Planet Fitness clubs.

“Consumers are seeking more options for strength training as their fitness needs evolve, and Planet Fitness is a place where everyone can get strong and achieve their goals in the New Year,” Planet Fitness chief brand officer Jamie Medeiros said. “We offer a high-value fitness experience, with a wide variety of both strength and cardio equipment, ensuring everyone can work out their way.”

In addition to its equipment initiatives, new Planet Fitness CEO Colleen Keating outlined a broader marketing strategy for the fitness franchisor on a call with investors last month.

“We’re beginning the shift to communicating the high value of a Planet Fitness membership versus primarily focusing on our low price and using our marketing to demonstrate the breadth of high-quality top-tier equipment in our club,” Keating said.

Prospective Planet Fitness members can now sign up at any U.S. location through January 10 for just $1 down and $15 per month, with the flexibility to cancel at any time.

“We encourage everyone to take advantage of our limited-time membership offer and join our inspiring and supportive fitness community where everyone can grow stronger together,” Medeiros continued.

While the high-value, low-priced operator’s new join offer gets underway, Planet Fitness is gearing up to celebrate its tenth year as presenting sponsor of the Times Square New Year’s Eve celebration and is headed into 2025 with a strong start, according to analysts.

The post Planet Fitness Targets New Members with Strength Equipment appeared first on Athletech News.

Strength equipment supplier REP Fitness has launched its first brand campaign, “Pursue Your Strength.” The campaign encourages fitness enthusiasts to share their personal stories of strength and fitness, with one participant receiving a $10,000 home gym makeover.

The campaign centers around a video that ties physical effort in the gym to the principle of every action having an equal and opposite reaction. The video features REP equipment in use and a voiceover that discusses the challenges and rewards of a fitness journey.

From now until November 22, 2024, REP Fitness is asking people to submit their fitness stories. These stories may highlight how physical strength has helped individuals overcome personal challenges or achieve personal growth. A winner will be chosen in early December to receive a home gym makeover worth $10,000.

“Strength and fitness are often seen as purely physical, but they are built on a personal commitment,” said Ryan McGrotty, co-CEO of REP Fitness. “We want to show that strength provides options in life, helping individuals reach their goals both in and out of the gym.”

REP Fitness was founded in 2012 and has grown from a small store near Denver to a company with global operations and more than 200 employees. The company focuses on innovation, customer service, and offering value to its customers.

The campaign, “Pursue Your Strength,” combines the company’s origins with its broader goal of inspiring people to work on their fitness and personal growth. Fitness trainer Claire Thomas, CrossFit athletes Brent Fikowski and Amanda Barnhart, and football player George Karlaftis will also share their fitness stories as part of the campaign.

Additionally, REP is introducing the Ares 2.0, a power rack and cable attachment system designed for home or commercial use, which supports both unilateral and bilateral workouts.

For more information about the campaign and REP Fitness, visit repfitness.com.

The post REP Fitness Launches First Brand Campaign, ‘Pursue Your Strength’ appeared first on Athletech News.

Freemotion Fitness continues to expand the reach of its products and services. The commercial equipment division of iFIT has announced a partnership with Grupo Multi, a Brazilian fitness distribution company. The partnership will increase Freemotion’s presence in Brazil by incorporating its full range of cardio and strength equipment, as well as iFIT content subscriptions, into Grupo Multi’s offerings.

André Poroger, VP of Products at Grupo Multi, said that adding Freemotion to its portfolio allows them to offer a more extensive selection of fitness products and services for all market tiers in Brazil. The partnership positions Grupo Multi as a comprehensive fitness provider.

“By integrating Freemotion … into our portfolio, we are enhancing our already successful brand and establishing ourselves as the go-to fitness solution provider,” Poroger said. “This move allows us to offer the widest range of high-quality products and services that cater to diverse customer needs and preferences.”

Founded in 1987, Grupo Multi is a diversified Brazilian company operating in over 14 categories. The group ranked among the top 200 companies in Brazil in 2021, according to the company, which offers over 5,000 items through 30,000 points of sale and 90+ marketplaces.

Freemotion’s products, which focus on integrating global fitness trends and technology, will offer Brazilian customers new training options. “This collaboration allows us to reach a wider audience and contribute to the health and wellness of communities across Brazil.” said Mark Watterson, CEO of Freemotion.

This announcement comes after Yvette Cisneros was named the new Freemotion sales director for Latin America. She brings extensive experience in market expansion and sales strategy to the role.

The integration of Freemotion into Grupo Multi’s portfolio reinforces the company’s position as a key player in Brazil’s fitness industry, providing an array of equipment and services, including financing and technical support. Earlier this month, ATN reported on Freemotion’s upgrade of England’s Elevate Health & Fitness Club’s fitness hardware offerings, which led to a 15 percent increase in usage.

The post Freemotion Expands into Brazil Through Grupo Multi Partnership appeared first on Athletech News.

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.

The post Study Challenges Traditional Strength Training Wisdom appeared first on Athletech News.