Women’s History Month commemorates the achievements and struggles of women throughout history and casts a light on the evolving roles and burgeoning presence of women. The fitness industry serves as a prime example of this evolution.

Historically, the fitness world mirrored many other sectors, with men predominantly occupying the roles of personal trainers, health coaches and group instructors. Today, women are participating in fitness at higher rates and stepping into roles of leadership and influence as personal trainers, health coaches and business owners while continuing to overcome barriers to success.

The Female Fitness Experience

Initially, women’s involvement in fitness was relegated to specific segments, such as aerobics or women-only gyms, reflecting broader stereotypes and societal expectations of the time. These roles, while important, represented a narrow view of women’s capabilities.

As the decades passed, the fitness industry began to see a gradual change fueled by shifting societal attitudes and women began to assert their presence, breaking through stereotypes and redefining what it means to be a fitness professional.

Maria Luque, PhD, MS, CHES, ACE-CPT, ACE-FNS, educator and founder of Fitness in Menopause, says that, as a fitness professional with over two decades of experience in this industry, and exclusively working with women for over 10 years, she’s witnessed a remarkable transformation in the industry’s approach to women’s roles as personal trainers and health coaches.

“Initially, there was a prevalent stereotype that women were primarily clients rather than leaders in the fitness space,” Luque says. “However, there has been a significant shift towards recognizing women as knowledgeable and skilled professionals in this field, a change that should inspire and motivate all of us.”

Judi Sheppard Missett is a quintessential example of female innovation and leadership. In 1969, Missett founded Jazzercise, a dance-based fitness program that seamlessly blended jazz dance with exercise, strength training and stretching. 

Missett, who is worth around $100 million, has turned her brainchild into a global empire, encouraging women to embrace entrepreneurship within the fitness industry.

Other examples of women who are making inroads in fitness entrepreneurship and leadership are ClassPass founder Payal Kadakia, whose net worth is at least $60 million, and Robin Arzón, the Vice President of Fitness Programming at Peloton, who has emerged as a prominent figure and highly popular instructor for the brand.

The Gender Pay Gap

Women in the fitness industry often confront gender biases that undermine their professional credibility and contribute to pay disparities compared to their male counterparts.

For instance, female personal trainers and health coaches may face skepticism regarding their expertise and physical capabilities, a challenge seldom faced by men. These biases can extend to compensation, where, despite equal qualifications and responsibilities, women frequently earn less. 

A 2021 salary survey from the The Personal Trainer Development Center (PTDC), found that women, on average, earn 68% of what men earn for substantially similar work. In the personal training world, the gap is even larger, with female personal trainers earning 66% of what male personal trainers make, with male survey respondents reporting an annual average income of $54,514, while female respondents reported an average income of $35,945.

Irene Lewis McCormick, MS, personal trainer and award-winning educator, says the conversation about gender biases and pay disparities is not unique to the fitness industry; it’s a nationwide issue affecting various professions, where the quality of service is becoming more important than the mere hour spent delivering the fitness service. She advocates for a shift in the fitness industry’s compensation structure. 

“I would like to move away from a time-based model to one that recognizes the value of the fitness pros’ experience and expertise,” McCormick says.

Women Are Not Small Men

Another relevant angle when it comes to women overcoming barriers is in exercise science research and how women have been underrepresented. This is important because good program design hinges on available research and education.

Susane Pata, NASM content strategist and global master instructor, is eager to help change that conversation.

Pata’s journey of discovery led her to the work of Dr. Stacy Sims, a figure who has become synonymous with innovation in the field of female athletics. Pata reflects on her initial encounter with Sims’ research and the realization that there was “someone out there focused on the female athlete.” 

According to Pata, Sims has opened new avenues for “discussions about female athletes: their health, performance, wellness and longevity—all in new ways based on the latest research” and highlights a popular quote from Sims: “women are not small men,” a simple yet powerful statement that challenges longstanding biases in sports science. 

This assertion not only emphasizes the biological differences between men and women but also marks a significant shift in how female athletes are perceived and studied.

“She is now putting conversations about the female athlete on the table—conversations and comparisons that were never there before,” Pata notes. 

Pata also admires athletes like Tia-Clair Toomey. The discourse surrounding Toomey, whether it involves criticism or praise, “makes a space at the table for female athletes,” showcasing their undeniable talent and dedication.

Pata ties these observations to a broader narrative of gender equality and collaboration in sports.

“So whereas obvious physiological gender differences exist, women like these are showing that you can have a seat at the table with men,” Pata says.

Opportunities Ahead for All

The demand for personal trainers and fitness instructors has surged over the past decade, with the Bureau of Labor Statistics projecting a 15% growth between 2019 and 2029. This expansion is set to add approximately 57,600 more trainers over the next 10 years, suggesting the growing influence of women in the industry. 

Pata encourages other female fitness professionals to take advantage of the upswing and to keep learning. 

“Knowledge is power, and … it is highly advantageous to go in armed with knowledge and never be complacent,” she says. “Just because you took one certification does not mean the learning stops there. It never ends.”

For women new to the industry or who need advice, Pata suggests they “try a little bit of everything” because it can “inform future decisions, especially those in it for the long game.”

McCormick, an industry veteran, says that while there are trailblazing women who have taken on significant roles and have been recognized for their contributions, the fitness industry still has a long way to go to achieve gender balance; perhaps particularly in executive roles. 

“The representation of women in leadership positions in the fitness industry is a topic of concern,” McCormick says. “According to a survey, 47% of men work in leadership roles in fitness compared to only 36% of women. Men comprise 70% of gym owners and women account for 29%.”

Luque is encouraged by the changes she sees in the industry but agrees that there is more work to be done, echoing McCormick’s perspective. 

“As more women enter the fitness profession, there’s a greater emphasis on inclusivity, diversity and recognizing the unique needs and experiences of women in fitness and health coaching,” says Luque.

“These shifts not only provide more opportunities for women to thrive professionally but also contribute to a more balanced and inclusive fitness industry that better serves the diverse needs of all individuals, regardless of gender,” she adds.

The post How Women Are Redefining Fitness on Their Own Terms appeared first on Athletech News.

The most devoted fitness enthusiasts opt to get moving on Thanksgiving morning, and Peloton members showed up in full force for the connected fitness company’s annual 2023 Turkey Burn classes — only to find they couldn’t join Peloton instructor Robin Arzon’s holiday ride for the first 20 minutes of the live class. 

Despite the outage, Peloton earned some bragging rights for setting Guinness World records for the largest cycling and running classes. It was a feat Peloton hoped to pull off, as it heavily promoted the Turkey Burn event to its members, offering a special badge for those who beat their personal record.

While the issue was resolved within 20 minutes for some, many Peloton members had logged off already and others experienced an ongoing outage. 

The Turkey Burn blunder led Peloton CEO Barry McCarthy to issue an apology in an official Peloton community group on Facebook, saying that while the connected fitness company had intended to create an “amazing” ride event, it had let members down. 

McCarthy acknowledged that the number of Peloton members who attempted to join the Turkey Burn ride “overwhelmed” Peloton’s technical infrastructure, making Peloton unable to support those trying to participate in the annual class.

“While over 37,000 members were able to participate, we know far too many of you could not,” penned McCarthy. “I know for many of you, this has become an annual tradition, and we owe you the best possible member experience. On behalf of the team, we apologize.”

Although many Peloton members accepted the apology, others were less than understanding and indicated that the outage wasn’t a one-off but a chronic issue. 

“The thing that is truly so sad and disappointing about this is that much of the membership called it many weeks ago regarding the IT infrastructure simply not being able to support the goal being promoted. If we knew it, how is it even remotely possible that Peloton didn’t?” wrote one disgruntled Peloton member under McCarthy’s apology post. 

Still, others were able to shake off the disappointment.

“I was a bit sad but did an outdoor walk instead,” shared one member. “No reason to stress out about something like that when we have so much to be thankful for!”

Peloton, which recently announced a five-year global partnership with athleisure giant Lululemon, has been struggling to convert free users into paid subscribers.

The company ended Q1 2024 with 2.96 million paid connected fitness subscribers, reflecting a net reduction of 33,000 in the quarter and 763,000 paid app subscribers, showing a net reduction of 65,000.

While the early results have been lackluster, McCarthy revealed that Peloton’s new marketing strategy focusing on its paid app has shown some promise, writing in his recent letter to shareholders that the company is “making a large bet on growing Peloton App subscribers in FY24.”

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Peloton is getting a head start on this year’s holiday season with an inspiring ad. Titled “The Peloton Effect,” the commercial shows how loyal Peloton customers can use the encouragement and motivation found within each Peloton workout in their everyday lives.  

The 30-second holiday commercial stars celebrity Peloton instructors Robin Arzón and Alex Toussaint motivating a husband and wife on their individual Peloton fitness machines. When the husband receives a message from mom, who says she is on her way to their home, the encouragement to whip up a savory holiday meal and wrap presents continues on from the Peloton Tread and the Exercise Bike. Arzón and Toussaint themselves are transformed from Peloton fitness machine screens to miniature versions of themselves in the couple’s home. “Hey, no challenge, no change,” declares a mini-sized Arzón standing atop a Christmas tree star ornament to the wife as she prepares her gift wrapping.

Arzón shared the Peloton holiday ad on her Instagram page. In the caption she wrote, “Who wants a miniaturized version of me and @alextoussaint25?? Pocket sized and available to motivate 24/7 for anything that life throws your way this holiday season. [laughing face emoji] This was such a fun ad to shoot! @onepeloton [gift emoji] 

The commercial, co-produced by independent creative company Mother LA, serves as an ode to the “unique effect” Peloton Instructors are known to have on Peloton members both in and outside their workout sessions. “We know our Instructors’ words inspire and motivate, as we’ve heard countless stories of how Members apply what they hear in class to their everyday lives — it’s one of the things that makes the connection between Instructor and Member so special,” says Peloton’s SVP of Global Creative, Bryant Brennan. “Our 2022 holiday campaign brings to life how the kind of motivation you find at Peloton is there for you, wherever and whenever you need it.”

A UK version of Peloton’s heartwarming holiday ad featuring Peloton instructors Jon Hosking and Hannah Frankson is available to view on Hosking’s Instagram account, and on Peloton’s official YouTube channel. Arzón and Toussaint’s ad will air in the United States and Canada on TV, digital and social platforms.

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After experiencing explosive growth during the pandemic followed by more recent corporate shake-ups, Peloton is beginning a new chapter: welcoming members back to live classes for the first time since March 2020. Aiming to compete with other live fitness classes while maintaining its strong presence in the virtual workout space, Peloton is offering a curated member experience, complete with beautiful new facilities and instructor meet-and-greets.

The company’s new facility at 370 10th Avenue in New York in the trendy Hudson Yards area has four studios: cycling, yoga, strength, and tread. While the cycling studio’s capacity is 39, the others range from 6-16, providing a more intimate class experience. Peloton’s new space looks and feels like a high-end workout facility combined with a production studio. Its four control rooms to record and stream content are backed by a production staff that supports the classes. Two member lounges will serve as community-building spaces, with Peloton apparel for sale, technology on display, and grab-and-go refreshments. With brand-new locker rooms boasting sleek showers, amenities, and changing areas, the mission of the Peloton New York studio is to provide a home base for its members. Beginning in June 2022, select members may receive an invitation from Peloton to join a live class to provide feedback on the experience. The studio will open to the larger public in August 2022. To attend a class, Peloton members will be required to show proof of vaccination, or a negative PCR test taken within the last 72 hours to enter.

Since the first Peloton Cycling Studio opened in 2014, the in-class experience has changed. The new Studio App shows an “Everyone” view on the Leaderboard for in-class members to compete with at-home members and interact with them using the “High Five” feature. As the Peloton instructors have grown more famous during the pandemic, the studio has also created a more curated experience to interact with them. Post-class, members can take a picture with their class instructor by a Peloton “P” in the studio, receiving digital copies of the image later in the day.

Peloton instructors grew popular, in part, due to their ability to emotionally connect with members through screens. Will an in-person class and photo-op deepen that emotional connection with members? Peloton’s investment in its studio clearly represents a desire to bring these connections to life and to create a more balanced virtual and in-person member experience. Instructor Alex Toussaint spoke about the studio re-opening, “Anyone who takes my classes knows my emphasis is always on motivating our community and celebrating your inner athlete. The fact that we’re now able to experience Peloton in person is incredible and something I’ve eagerly been looking forward to. I can’t wait to see the Members experience Peloton Studios New York. It’s truly the ultimate fitness destination and will serve as a place where Members can connect with their peers to motivate and inspire one another.”

Robin Arzón, VP of Fitness Programming and an Instructor at Peloton, also spoke about the significance of the reopening to the first group of in-person attendees, “Something the pandemic did not take from us is our innate capacity and desire to gather and to feel this energy that’s palpable. And when someone gets to meet an instructor that has been in their living room for hundreds if not thousands of hours, that is an indescribably special moment.”

As the Peloton New York studio opens to the larger public later this summer, the company’s operations will inherently shift from its pandemic-era model to one with an in-person experience. How will it impact both the members who visit the Peloton New York studio and those at home? As additional information is released about the in-studio experience, the industry will gain insight into Peloton’s vision for the studio, one class at a time.

The post A Glimpse Inside the Brand-New Peloton New York Studio  appeared first on Athletech News.

Equally committed to the motivational art as the physiological science of fitness, Arzón affectionately cheers on the “hustlers” in her classes who make up her remotely sweating “family.” In a sprint of an interview last week, she talks about Peloton’s unplanned pivot to leading classes from the homes of its instructors, including Arzón; her methodical approach to transitioning her career; and importance of social media in building a corporate and personal brand… READ MORE @ Fortune

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