Major Fitness is redefining what strength training means for today’s households. No longer targeting only hardcore athletes, the company is shifting its brand identity to support a broader and more inclusive audience: suburban dads, families, women engaging in strength training, and upper-middle-class consumers who value health, wellness, and daily balance.
This strategic pivot reflects Major Fitness’s belief that strength belongs in every home. As demand for accessible, high-quality home gym equipment continues to rise, the company is focused on providing solutions that integrate into real life — where a garage workout might follow a morning video call, or a parent shares a fitness routine with their children.
“We believe strength should be for everyone, not just elite athletes,” said Francisco Wang, CEO of Major Fitness. “Health, mental well-being, and accessibility are now at the core of everything we do.”
Rethinking strength for daily life
Today’s fitness culture places greater emphasis on sustainability and daily routine than on peak performance alone. Major Fitness has responded to this shift by realigning its product strategy to support individuals focused on building consistent habits rather than achieving elite benchmarks.
Families are central to this new direction. More households are creating shared fitness spaces that encourage movement, bonding, and well-being across generations. Major Fitness is supporting this trend by designing systems that adjust to different user heights, experience levels, and workout needs—making its home gym equipment accessible for both experienced lifters and those just beginning their strength journeys. One of these improvements to fitness culture is the C5 All-in-One Functional Trainer which Major Fitness is preparing to launch later this year. This is a system modular, space-efficient, and versatile enough for users seeking professional-quality training without the scale of commercial gym setups.
“Our products are built to make strength training approachable,” said Wang. “That includes safe, intuitive features that work for a variety of users—parents, teenagers, and individuals looking to stay active at home.”
Design that reflects lifestyle
Clean lines, neutral tones, and compact frames define Major Fitness’s evolving product design language. Inspired by the lifestyle appeal that brands like Peloton brought to cardio equipment, Major Fitness is applying a similar philosophy to strength training.
The intent is not to mimic other companies, but to reflect how aesthetics and simplicity influence purchasing decisions. By blending into home environments without dominating them, Major Fitness’s equipment supports long-term use without disrupting the feel of multi-purpose rooms, garages, or shared spaces.
“We are not just focused on function. We are also focused on fit—how our equipment fits into modern life,” Wang said.
Strength beyond the physical
Mental wellness remains a growing concern for consumers navigating high-stress routines. As strength training is widely recognized for its ability to reduce anxiety, improve sleep, and boost emotional well-being, Major Fitness sees these benefits as core to its brand promise.
“Our users are not always chasing personal records. Many are looking for clarity, calm, and confidence,” Wang added. “Strength, to them, is mental as well as physical.”
By highlighting how fitness enhances everyday life—not just performance—the company hopes to inspire more people to adopt consistent strength training habits.
Connecting with a broader community
Major Fitness has also begun exploring new ways to support and educate its community. While not formally launched, the company has indicated plans to expand its digital resources with content on strength training routines, wellness tips, and recovery guidance. These tools aim to support both new and experienced users who want to build confidence in managing their own progress.
Major Fitness’s direct-to-consumer model has helped the brand stay close to its customers. This structure allows the company to gather ongoing feedback, adjust product offerings, and maintain price points that balance quality and affordability.
“Our mission is not just to sell equipment. It is to support strength in every form it takes,” said Wang.
A shift grounded in purpose
This brand evolution arrives at a moment when wellness culture is expanding beyond traditional gyms and athletic events. Suburban garages, spare rooms, and multi-use basements have become important fitness spaces across the country.
Major Fitness recognizes that consumers value simplicity, purpose, and equipment that encourages rather than overwhelms. The company’s home gym equipment is designed to do just that: help users build strength with confidence and consistency as part of daily life.
With this shift, Major Fitness reinforces its commitment to health, resilience, and inclusion. Rather than moving away from performance, the brand is broadening its definition to make meaningful progress accessible to more people.
From the suburban garage to the family gym, Major Fitness is helping households turn everyday spaces into places of growth. Its approach shows that strength training can be integrated into routines, relationships, and a way of life centered on wellness.
Healthcare disclaimer:
This article is for informational purposes only and does not substitute for professional medical advice. If you are seeking medical advice, diagnosis or treatment, please consult a medical professional or healthcare provider.
Switzer editorial staff were not involved in production of this article.
