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Life Fitness/Hammer Strength is urging gyms to support women across generations and fitness experience levels, rather than designing around age alone. Its recommendations include a mix of strength equipment, programming shaped by member goals, and inviting layouts and locker rooms. The company’s statements are industry guidance, not a report of a new product launch or measured results.
Life Fitness/Hammer Strength is urging health clubs to design women’s fitness offerings for a range of ages and experience levels, combining strength equipment, goal-led programming and welcoming spaces. The company’s guidance matters to gym operators deciding how to attract and retain women whose needs may differ more by training experience and goals than by age alone.
Robyn Stewart, a direct commercial territory sales manager at Life Fitness/Hammer Strength, said a member’s chronological age does not necessarily indicate her familiarity with exercise. A 60-year-old who has trained for years may be advanced, while a 30-year-old may be new to the gym, she said. The company argues that operators should first learn what members want to achieve and then consider whether personal training, group classes or other programming can support them.
For strength training, Stewart recommended offering a combination of selectorized and plate-loaded machines, racks, cables and free weights. In her view, machines can give beginners a fixed movement path as they build confidence, while free weights and other tools support different stages and preferences. She said women’s participation in lifting has increased, and cited bone and metabolic health among the benefits of strength training; those comments are the company representative’s characterization, not findings presented in the report.
The company also emphasized the environment around the equipment. Stewart said operators should think about members’ experience from check-in to the exercise floor, including space and lighting. Kim Land, Life Fitness/Hammer Strength’s director of performance, said lobbies and locker rooms deserve attention as well. She recommended a more welcoming, hospitality-oriented look in those areas, while noting that an industrial aesthetic may still suit workout floors.
Designing Gyms Around Women’s Goals
The recommendations frame women’s fitness as an operational and member-experience issue, not just a matter of buying more equipment. A gym that offers accessible entry points to strength training, varied programming and comfortable shared spaces may be better positioned to serve members with different levels of confidence and experience. Life Fitness/Hammer Strength presents such investments as a way for operators to support members and potentially improve retention and appeal to prospective customers.
That business case is presented by the equipment manufacturer and its representatives; the source report does not provide independent retention data or a comparison of facility designs. The practical point for operators is that decisions about floor layout, equipment mix and amenities can shape whether members feel able to start and continue training. The company’s multigenerational framing also cautions against treating women as a single market segment with uniform needs.
women's strength training equipment
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Experience Can Matter More Than Age
The report describes Life Fitness/Hammer Strength as an equipment manufacturer whose products have been used in more than 250,000 gyms across more than 160 countries. Those figures are supplied in the source report; it does not provide an independent verification or a date for the counts. The company’s role in the discussion includes both selling equipment and advising operators on facility planning.
The report places its recommendations against increased interest in women’s strength training, which Stewart describes as a major trend. Rather than assigning preferences to broad generational labels, she argues that facility planning should start with curiosity about members’ goals. Land’s comments add design choices—particularly in reception areas and locker rooms—to equipment and programming decisions. The source does not detail a specific new initiative, product release or announced timetable.
““It’s nice to walk in and see something very hospitality-oriented before walking into an industrial workout setting.””
— Kim Land, director of performance at Life Fitness/Hammer Strength
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No Rollout or Outcome Data Provided
The report does not identify a new product, formal program or implementation deadline tied to the company’s recommendations. It also does not provide survey data, facility case studies or measured evidence that the suggested equipment mix or design changes increase women’s participation or retention. The strength-training health benefits mentioned are attributed to Stewart, and the article does not cite supporting research or specify the populations and outcomes involved.
It remains unclear how widely gyms currently provide the equipment and amenities described, or how operators would adapt the guidance to budgets, building constraints and local member needs. The source also does not give further detail on the company’s plans to anticipate changing preferences.
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Operators Must Put Guidance Into Practice
The immediate next step described in the report is for operators to assess their own members’ goals and facility experience. That could include reviewing whether strength areas offer approachable options alongside advanced equipment, asking members what programming they want, and examining the journey from the entrance to the workout floor and locker rooms.
Life Fitness/Hammer Strength says it will continue advising operators and developing equipment, but the report provides no specific future announcement or schedule. Any assessment of the approach’s impact will depend on whether gyms adopt the recommendations and publish results, such as participation or retention measures.
multigenerational fitness machines
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Key Questions
What is Life Fitness/Hammer Strength recommending?
The company recommends that gyms support women with a range of strength equipment, programming based on member goals, and welcoming facility design, including attention to lobbies and locker rooms.
Why does the company say age is not enough to guide gym design?
Robyn Stewart says women of the same age can have very different training histories. The company’s position is that operators should learn about members’ experience and goals rather than assume needs from age or generation.
What strength equipment does the report mention?
Stewart points to selectorized and plate-loaded machines, racks, rigs, cables, functional trainers and free weights. She says machines may help beginners gain confidence before they move to other forms of training.
Has the company announced a new product or program?
No. The source report outlines guidance and the company’s existing equipment categories, but does not announce a new product, formal program or launch date.
Is there evidence that these changes improve retention?
The report presents improved retention and attracting prospective members as potential business benefits, but gives no outcome data or independent evidence measuring those effects.
Source: rss
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