For far too long, female-focused gym spaces have been treated as an afterthought, with a couple of light weights and some yoga mats, but Planet Fitness is flipping the script to empower women with strength and confidence.
Jenna Rivera, head of marketing at Planet Fitness, unpacks how this homegrown gym chain is tackling issues like gymtimidation and recognising women-specific training needs.
Bridging the confidence gap
The gym is a second home for Jenna. "My dad started Planet Fitness before I was even born, so the hum of treadmills and the clang of barbells were my 'playground' and have now become my peaceful place where I destress and decompress," she says.
Moving her body isn't a chore for Jenna, it's part of her life; as habitual and rewarding as playing with her dog after a hard day.
But growing up inside gym culture has given her a front-row seat to something powerful: the way women's training needs have changed, and the confidence gap that still needs to be bridged.
Gymtimidation is real
While Jenna feels at ease walking into any training space, she knows that's not the reality for every woman. The term 'gymtimidation' might sound like a click-bait TikTok trend, but studies prove it's no joke.
Two out of every five women admit to skipping a workout because they felt uncomfortable, and nearly eight in ten say they'd prefer an all-female gym to avoid harassment.
Female focused
Jenna says understanding these concerns has shaped the way that Planet Fitness designs its spaces, whether they're refurbishing an existing club or building a club from the ground up.
"A gym should be a space everyone look forward to being in. But even more than this, it should be a place where women feel safe, supported and confident," she says.
Jenna is quick to point out that confidence isn't just about comfort, it's about opportunity. Many women still avoid strength areas, which are often dominated by men, and end up missing out on workouts that could transform their health.
"If you're in an environment where you feel watched or judged, it's hard to focus on your own goals," she says.
Women-only sections can help, but Jenna insists they need to deliver the same quality and variety of training as the rest of the gym.
"For too long, female-focused spaces have been treated as an afterthought, with a couple of light weights and some yoga mats," she says.
"If women are going to get the results they want, they need squat racks, barbells, cable machines and functional training tools. The same as anyone else."
Strong is the new normal
She adds that it's time to ditch the old-school belief that women hit the gym just to drop a dress size.
"Strength training isn't a niche interest anymore, and it's not just about how you look. It's about health, longevity, preventing injuries, and building resilience. Strong is the new normal."
Planet Fitness has responded to this shift with two training programmes designed with women's goals in mind. Brazilian Booty Blast and Booty Factory, both are built to boost functional strength, improve movement and support long-term health.
Brazilian Booty Blast packs 24 lower-body moves into 24 minutes, using resistance bands, targeted glute work and a high-energy four-minute HIIT finisher. Booty Factory offers a circuit-style workout, focusing on glute and core strength in a supportive, mixed-gender environment.
"Strong glutes mean a strong core," says Jenna. "They protect your back, improve posture, make everyday movement easier, and help build the muscle and bone density that protect against osteoporosis."
Next-level training
Planet Fitness is also the official training partner in South Africa for HYROX, which takes functional training to the next level by combining strength, endurance and mobility in a race-style format.
While it's not a women-only programme, Jenna says it's an ideal way for women to build full-body strength and test their functional training in a high-energy, empowering community.
For Jenna, the key is pairing safety and inclusivity with enjoyment. "If workouts feel fun and doable, you'll keep coming back. And when you make training a consistent part of your life, that's when you see real change. Not just in how you look, but in how you move, feel and carry yourself."
