The fitness industry is starting to cater to a long-underserved market: menopausal women. Historically neglected in health and wellness research, this demographic is now demanding more attention and tailored programming. Fitness brands are taking note, aiming to meet the specific needs of women experiencing menopause.
Shifting Focus in the Fitness Industry
Shannon Tracey, VP of Sales and Marketing for Xplor Mariana Tek, a boutique fitness software platform from Xplor Technologies, highlighted this shift. “Research is underfunded for women, and conversations about menopause have been the exception rather than the norm,” Tracey told Athletech News. “There’s a growing awareness of the impact and challenges of menopause.”
Consumers increasingly recognize the connection between fitness routines and hormonal changes. “Consumers view wellness as more than just fitness, with a push to better understand our bodies and minds,” Tracey noted.
Creating Community Through Fitness
Group fitness studios have a unique opportunity to support women during menopause, often a challenging and isolating time. Holly Rilinger, a strength coach and founder of Lifted, observed a growing demand from her menopausal clients for more attention. “They want to be heard and seen,” Rilinger said. “They want their trainers to understand their limitations and offer help.”
To address this, Rilinger launched a Menopause Bootcamp at Lifted. “We launched Menopause Bootcamp to help women learn how to strength train in a non-intimidating and welcoming environment – and it’s completely virtual,” she said. Rilinger emphasized the importance of strength training for aging women. “Strong is what will keep you healthy and prevent injuries later in life,” she added.
Adapting to Changing Needs
Antonietta Vicario, Chief Training Officer at Pvolve, noted that many menopausal women can no longer do their former exercises. “They experience changes in body composition, and their former exercises may not be effective anymore,” Vicario said. “We also hear about night sweats, brain fog, sleeplessness, hot flashes, joint pain, and more, but primarily, women seek help with their slowing metabolism and bone density maintenance.”
Pvolve has created four special classes specifically for menopausal women. “We educate women on how to look and feel their best from a movement and mindset perspective,” Vicario explained. This includes weight training to combat sarcopenia, short cardio intervals for overall health, mobility training for joint health, and stability work to prevent falls.
Practical Steps for Fitness Studios
Tracey recommends that fitness studios start by assessing their community. “Determine how many women aged 40-plus you have and how often they attend classes. Ask them what they’re looking for during this stage of their life,” she said. “Studios can use platforms like Xplor Mariana Tek to gather this information quickly and easily.”
Evolving Approaches to Women’s Health
The fitness industry must evolve its approach to women’s health. “By recognizing and addressing the unique needs of menopausal women, fitness studios have an opportunity to build community, empower women, and redefine wellness at every life stage,” Tracey said. “By fostering environments that understand and respond to menopausal needs, studios can attract and retain a demographic eager for holistic health solutions.”
