Strength is the Ultimate Member Experience

Why Strength Is Becoming the Center of the Member Experience

Walk into a fitness facility today and the strength floor tells a different story than it did a generation ago. Young athletes train alongside active agers. First-time lifters share equipment with experienced enthusiasts. Members arrive with goals ranging from athletic performance to carrying groceries with greater ease.

For operators, that broader appeal changes the role of the strength area. Equipment matters, but so do the layout, instruction, and support that help members feel comfortable using it. The opportunity is to make strength training a part of the experience that more people can access, enjoy and sustain.

A broader audience with different needs

Resistance training supports muscle strength, bone health and the ability to perform everyday activities. Those benefits give it relevance across generations, including people whose priority is maintaining independence rather than improving sporting performance.

Canadian research illustrates both participation and opportunity. A study published in 2023, using 2020 survey data, found that 54.9% of adults aged 18–64 met muscle-strengthening recommendations, compared with 41.7% of adults aged 65 and older. These figures show substantial participation, alongside room to engage people who have yet to establish a regular strength routine.

For facilities serving older adults, the implications extend beyond adding equipment. Programming, exercise modifications and clear instruction can help members connect training with meaningful goals, such as climbing stairs or getting up from a chair.

Canada’s 2023 osteoporosis guideline also recommends progressive resistance training at least twice weekly. This reinforces the value of strength programming that supports health throughout life, with appropriate guidance for individual needs.

Equipment that supports progression

As the audience broadens, operators need strength environments that accommodate different starting points and ambitions.

Plate-loaded equipment can give members opportunities to adjust resistance and progress over time. For experienced users, it can also provide the training experience they seek. However, its value depends on the equipment selected, the people using it and the support available.

Selectorized equipment remains an important part of that mix, offering another way to introduce resistance and adjust loads. Free weights and functional training spaces add further options. Together, these formats allow operators to serve different preferences without expecting every member to follow the same path.

The practical question is how each investment improves the member’s experience. Can a beginner understand the setup? Can members progress comfortably? Are staff available to explain adjustments and appropriate use?

Confidence belongs in the design brief

An expanded strength floor will have limited impact if members feel unsure about entering it. Layout, equipment placement and coaching all influence whether someone takes that first step.

Operators can make the space easier to navigate through visible instructions, introductory sessions and clear routes between equipment. Staff can help members understand where to begin and how to build on early success. These details deserve attention alongside equipment capacity and appearance.

Greg Lawlor, President of Matrix Fitness Canada, sees participation as central to the opportunity.

“Growth doesn’t come only from serving advanced users better. It comes from helping more people discover the benefits of strength training, build confidence and make strength part of their lives.”

That perspective applies beyond commercial gyms. Hospitality, multifamily residential, corporate wellness and active aging facilities also serve people with different levels of experience and confidence. Each setting requires an approach shaped by its users, available space and staffing.

Making strength part of the experience

For operators reviewing their facilities, the next step is to assess what members actually experience. Observe how the strength area is used, ask who feels underserved and identify where instruction or programming could remove barriers. Busy equipment may signal demand; equipment people avoid may warrant a conversation before a replacement.

Reviewing the experience over time matters too. Participation in introductory sessions, member feedback and patterns of equipment use can help operators understand whether changes are working. This gives teams a basis for adjusting the space or programme, rather than assuming that a larger strength area alone will deliver better engagement for everyone.

Strength should also sit within a balanced facility offering. Cardiovascular training, group exercise and recovery remain valuable, with members moving between activities as their goals and circumstances change.

“Facilities positioned for long-term success will be those that create environments where more people feel comfortable progressing into strength training,” says Lawlor.
That is a useful measure of progress.

A successful strength environment helps an experienced lifter advance while giving a newcomer a clear place to start. Its contribution to the member experience comes from supporting both, and helping each find a reason to return.