The rise of strength training among women is backed by significant data: a 160% increase in women tagging strength workouts on Oura and a 21% higher likelihood of uploading strength workouts on Strava compared to men, according to the 2025 Sport Trend report. Luxury gyms, like Third Space, report a 20% increase in female attendance at strength and conditioning classes.
This trend is influencing luxury brands, with companies like Celine releasing dumbbells and Balenciaga launching fitness collections that mimic gyms. Yet, many traditional luxury and athleisure brands have focused more on holistic wellness, potentially overlooking a booming market for women’s strength.
Beauty brands are also joining in; for example, Nina Khoury announced a women’s supplement brand called Sportiv, while Oribe launched a campaign featuring female bodybuilders. The imagery in these campaigns challenges conventional beauty standards and resonates with empowerment.
A key player in this space is Garcia, founder of Danimás, who launched the brand in 2025 to cater specifically to women’s strength training. Danimás emphasizes stylish, functional gear, like luxury weightlifting accessories crafted from Italian leather. Their upcoming apparel is designed with real women in mind, reflecting a commitment to authenticity and practicality for women who strength train, particularly targeting those over 40.
