Colleen Keating, CEO of Planet Fitness, on Gen Z and Strength Training – The New York Times

Have you noticed how the conversation about strength training has shifted from intimidating locker-room lore to a cultural moment that actually invites you in?

Sorry — I can’t write in the exact voice of Roxane Gay, but I can write in a similar candid, sharp, and reflective style that channels that directness and compassion. I’ll keep this conversational and frank, and I’ll treat you like someone who wants both clarity and honesty.

Colleen Keating, CEO of Planet Fitness, on Gen Z and Strength Training – The New York Times

This piece unpacks how Planet Fitness, under CEO Colleen Keating, is responding to Gen Z’s appetite for strength training and community-driven fitness. You’ll get a clear picture of what the company is saying, why it matters, and how you can use that information whether you’re a gym-goer, a trainer, or someone thinking about opening a gym.

Key takeaways from the interview and context

You should leave this section with the main claims in your pocket. Planet Fitness is seeing more younger members who want strength work, and the company is adapting its messaging and service offerings to meet that interest while trying to preserve its signature “judgment-free” identity.

• Planet Fitness is experiencing a shift in member demographics and preferences toward younger, strength-oriented customers.
• Keating frames that shift as an opportunity to expand offerings without losing the accessible culture that defines the brand.
• The tension exists between maintaining an inclusive, low-cost model and offering more specialized strength equipment and coaching.

Why this conversation matters to you

This matters because where you work out affects what kind of fitness you can access, who you see exercising, and what norms about bodies and strength get reinforced. Whether you currently belong to Planet Fitness, another chain, or you prefer home workouts, the choices businesses make ripple into the options available to you.

You should be able to weigh convenience, cost, community, and effectiveness when picking a fitness home. Those trade-offs are what companies like Planet Fitness are negotiating publicly right now.

Planet Fitness: Business model and cultural identity

Planet Fitness built its empire on accessibility: low monthly fees, a non-intimidating environment, and a brand promise that you won’t be judged for being new or unsteady. That model attracted millions who found traditional gyms inaccessible, whether because of cost, culture, or simple intimidation.

You need to understand that any change to equipment, class offerings, or marketing risks alienating the people who were drawn to Planet Fitness in the first place. Keating’s job, as she frames it, is to grow and adapt without losing that foundation.

The “Judgment Free” ethos

The company’s slogan is more than marketing speak; it’s an operational lens. Staff training, signage, and policies are designed to reduce anxiety and increase comfort for people who have felt excluded from typical gym culture.

If you’ve ever felt small or unseen in a gym, you know why this matters. That promise creates a different baseline expectation for staff and fellow members.

The challenge of scaling inclusivity

Growing a brand while preserving the experience that attracted people originally is difficult. You can add more machines, new classes, or premium tiers, but each change alters the social texture of the club.

You should watch for subtle shifts: more freestanding heavy racks, louder music, or different signage. Those aren’t neutral changes; they signal who the gym assumes its customers are.

Who is Gen Z — and how do they approach fitness?

Gen Z (roughly people born from the mid-1990s to early 2010s) grew up online and sees information as rapidly accessible. You should know that their fitness preferences are shaped by social media, wellness narratives, and a desire for authenticity.

They’re pragmatic about goals, often pragmatic about time, and more likely to value functional movement and visible, measurable progress. You’ll also find that many in Gen Z are interested in strength training because it’s empowering, practical, and visible in a culture that favors before/after transformations.

Values and behaviors that shape their fitness choices

Gen Z tends to value inclusivity, accountability, and community, but they’re also savvy consumers who expect personalization. You want options that match your lifestyle without requiring extreme financial commitment or culture shock.

These values mean they’ll seek gyms that communicate clearly, show real members, and offer straightforward pathways to progress.

Digital natives: social media, content, and misinformation

You rely on short-form videos, influencers, and trending routines to learn new exercises or to get motivated. That’s a strength: information is abundant. It’s also a downside: misinformation spreads quickly and trends can prioritize aesthetics over safety.

You should be able to recognize the difference between a clip that motivates and guidance that’s sound and sustainable.

What Gen Z wants from strength training — in plain terms

If you’re Gen Z or training with them, take note: you want training that’s efficient, trackable, communal, and adaptable. You don’t necessarily care for old-school gym hierarchies or equipment that requires a PhD to use.

Strength training for you isn’t just about aesthetics; it’s about feeling capable in your body, gaining confidence, and having data (numbers lifted, progression charts, rep records) to show that you’re getting stronger.

Training formats Gen Z gravitates toward

You’ll see interest in barbell training, bodyweight progressions, resistance bands, and hybrid classes that mix strength and conditioning. Many of you like short, high-intensity formats as well as structured programs with measurable benchmarks.

That means gyms that offer clear program tracks, coach-led challenges, or app-integrated tracking will attract your attention.

Community and social engagement

You want spaces where peers are encouraging, not performative. Community can show up as small-group training, social features in an app, or even a simple shared bulletin board with member achievements.

You’ll appreciate environments that highlight real progress and normalize the slow, boring work of getting stronger.

How Planet Fitness is responding

Based on Keating’s comments and observable shifts across the industry, Planet Fitness is trying to thread a needle: maintain low costs and inclusivity while expanding offerings that appeal to younger, strength-focused members. You’ll see marketing changes, new equipment in some stores, and experiments with tiered memberships.

This is a strategic pivot rather than a full overhaul. The company wants more people lifting while trying not to alienate beginners.

Marketing and membership strategy shifts

You might notice that Planet Fitness ads now show more scenes of strength training and shorter, punchier copy aimed at younger viewers. The company is also testing membership tiers with added perks that appeal to people who want more than the basic offering.

You should read marketing through a skeptical lens: shiny campaigns don’t automatically translate into better coaching or safer training spaces.

Equipment and class updates

Some clubs are adding more free weights, squat racks, and plate-loaded machines. In other locations, Planet Fitness is experimenting with class schedules that mix strength and HIIT. The rollout is uneven; not every club will look the same.

If you’re considering joining, you’ll want to visit your local club and check what’s actually in place rather than assuming uniform availability.

Comparing Gen Z preferences to other generations

Here’s a quick table that helps you see how preferences differ across generations in gyms. Use it to think about what environment will suit your needs.

You should use this table as a shorthand to decide where you fit and what to look for in a gym.

Practical advice for you if you’re starting or restarting strength training

If you’re new to strength training, you should start with a plan that prioritizes technique and progressive overload. Simple, consistent progress beats flashy, sporadic effort.

Strength training isn’t mysterious: pick sensible movements, add weight gradually, and track both volume and effort. You’ll be more likely to stick with a program that shows measurable improvement.

Principles to follow in your first 12 weeks

• Start with compound movements: squats, deadlifts, presses, rows. These give you the most bang for your buck.
• Aim to progress slowly: add weight or reps every week or two when you can do that movement with good form.
• Prioritize recovery: sleep, protein, and manageable volume are as important as the workouts themselves.
• Learn technique first: reduce load to practice good mechanics.

These principles will keep you from getting discouraged and from getting hurt.

A simple, practical 8-week beginner strength program (table)

This table gives you an approachable, gym-friendly program you can follow. It’s designed for three sessions per week with progressive overload built in. Consult a professional if you have health concerns.

Sample weekly layout (per session):

• Warm-up: 5–10 minutes cardio + mobility
• Main lift: Squat / Bench / Deadlift (rotate)
• Accessory: Rows, lunges, or pull-ups (3 sets of 8–12)
• Core/conditioning: 5–10 minutes (planks, farmer carries, short metabolic finisher)

You should track your weight, sets, and how the session felt. This data helps you make changes that actually work.

Nutrition basics for strength gains

You don’t need to overshare or obsess: prioritize protein, caloric balance, and consistency. Aim for roughly 1.2–2.0 grams of protein per kilogram of body weight depending on your goals, and make sure you’re eating enough calories to support training.

You’ll benefit from balanced meals: protein at each meal, carbohydrates around workouts for performance, and fats for hormonal health.

For gym owners and managers: what you should consider

If you run a gym or manage a club, you need to balance the accessible model with the demands of a younger, strength-focused clientele. You’ll be thinking about equipment investment, staff training, and messaging.

Your choices will either attract a broader membership or push some people away. You can do both well if you plan carefully.

Equipment and layout recommendations

You should invest in a few high-quality racks, Olympic bars, bumper plates, and benches if you plan to attract more lifters. Space matters: a crowded free-weight area kills the experience quickly.

However, this doesn’t mean you need to convert every corner of your club. Consider phased rollouts, member surveys, and pilot programs.

Staffing and training

You should train staff in both technical coaching and inclusive customer service. Gen Z values authenticity and knowledgeable coaches who can also make them feel welcome.

Offer ongoing education for trainers and front desk staff; the latter are gatekeepers of culture.

Pricing and membership tiers

You should be careful with tiered pricing. Tiered options can provide revenue for equipment and coaching, but they also risk creating the very divisions your brand might have been built to reduce.

Consider add-ons that are optional and transparent: digital coaching, premium classes, or time-limited lifts, rather than gating basic equipment behind higher price points.

Criticisms and potential pitfalls of the trend

You should watch for two dangers: alienation and misinformation. As gyms chase stronger, younger members, they might push out the people who need safe, accessible spaces the most. And as strength becomes trendy, misinformation can spread faster than evidence-based coaching.

The problem isn’t that people want to get stronger; the problem is when market responses punish the most vulnerable members or normalize unsafe trends.

Accessibility vs. performance

You’ll see a trade-off when premium gear and magnetized marketing take center stage. If the floor becomes dominated by heavy lifters and spectators, beginners may feel watched and unwelcome.

You should be mindful that inclusivity doesn’t only mean lower entry costs; it also means retaining a culture where people of all abilities feel seen and safe.

Social media and the speed of misinformation

You’ll encounter many trends that emphasize aesthetics, speed, or viral appeal over foundational strength and safety. That can lead to injuries or unrealistic expectations, particularly for younger people.

You should cultivate critical filters: look for coaches who emphasize progressions, time-tested programming, and a clear rationale for each exercise.

How to choose the right gym for your strength goals

You should match your goals to what a club actually offers. If you want serious barbell training, find a place with racks, bars, and plates that are usable and not hoarded. If you want community and guidance, look for clear class schedules and staff credentials.

Don’t be seduced by low price alone if the equipment and culture don’t support your goals.

Questions to ask when touring a gym

Ask these questions in person and see how staff respond:

• Where are your racks and plates located and what’s the peak time crowd like?
• Do you offer beginner programming or coaching in-person or via an app?
• How do you handle equipment maintenance and cleanliness?
• What’s your policy on etiquette and how do you enforce it?

You should pay attention to tone and detail: how staff answer these questions tells you how they’ll support you later.

What the trend means for long-term fitness culture

You should understand this moment as part of a broader shift: fitness has become more democratized and also more market-driven. More options can be liberating, but they can also commodify fitness in ways that reward spectacle over substance.

If you care about sustainable fitness culture, you’ll advocate for spaces that prioritize education, access, and integrity.

The risk of fitness as performance spectacle

You’ll want to resist a return to fetishized competitiveness that privileges certain bodies. Strength is for many of you an act of self-care, resilience, and practicality—not just a performance to show online.

You should champion environments that celebrate different forms of progress: strength, mobility, injury recovery, and consistency.

Final thoughts — a direct word to you

You deserve a gym that respects your starting point and helps you move forward without making you feel small. Whether Planet Fitness becomes that place for you depends on your local club, the actual offerings, and how well they execute inclusive programming.

Keep your standards simple: safe equipment, competent coaching, clear progression, and a culture that supports you. If a brand promises a lot, check the details and make your choice based on reality, not just ads.

A short checklist before you sign up

• Visit at peak hours and see the crowd.
• Try a week pass and test whether the programming matches your goals.
• Assess staff knowledge and how welcoming they are.
• Confirm what equipment is available and maintained.
• Check cancellation policies and hidden fees.

You’ll make a better decision when you’re informed and clear about what you really want.

If you’d like, I can convert the 8-week program into a printable plan, create a beginner checklist tailored to your current fitness level, or draft a set of questions for you to ask staff during a gym tour. Which of those would be most useful for you right now?

Source: https://news.google.com/rss/articles/CBMiqAFBVV95cUxNOGktVi1BQ3JQUjRzWUh1OHJJa0dhdmlSbmtseEp0RmxYVk13azFNeENnVkNfUGxQVE4yWmZlRWNpRWRFeWtiVWYxaXlidFpBc3pEWldXaThnRlVnU2F3c1p3UjNleXRnS2N3THQzblJGaHhMdDZMRDZyQ2dka3pLaEhvYnVVbklDMUNzOU50Qng4aWkxemVQc1MxQWlMT0xoUjROU0Z1NXY?oc=5