Human beings are amazing. One of the things that fascinates me about us as a species is how we become drawn to different things. Some of us love to build and modify the vehicle of our dreams; others are all about building their dream man cave; others might want to build a top-level woodworking shop. And then, there are those of us who build a home gym.
No matter the pursuit, the passion and desire for building a home setup to meet these needs takes time for most of us. Paychecks only come in so frequently, and with the world becoming a more expensive place day by day, building a dream setup for anything tends to take time, strategy, and patience.
Building a home gym or garage gym is one of the many pursuits that some humans dream about. Depending on one’s home gym goals, it’s not the cheapest pursuit out there, and it can certainly take up more home real estate than someone who collects coins and postage stamps.
…But man, it’s so worth it!
Interestingly enough, a recent analysis of search trends for home gym equipment has been making its rounds online, and after looking at the data, I believe there are some ways that it can be leveraged to help you build the home gym of your dreams while avoiding some common mistakes along the way.
So, let’s take a look at things!
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Knowing the trends
A couple of weeks ago, I found myself in conversation with the team over at Garage Gym Reviews, where we had a brief discussion on home gym trends over the past few years. Notably, much of it was focused on the rise and fall of search-based queries for specific pieces of home gym equipment.
Taking a look through the data they complied in their article: Data Study: Home Gym Equipment Trends In Strength And Cardio Equipment, my brain started doing its typical “I have many questions about this” thing that it often does, and two particular questions came to mind:
- Why are these trends the way they are?
- How can I use any data within these search trends to help my audience?
Admittedly, answering the second question is far more important to me than the first question; however, it’s hard to answer said second question without answering — or, at least — positing a few theories towards the first question.
Having been in this whole strength & conditioning game for a couple of decades now, I have some theories and other general thoughts with the data, which can help shed some light on how I can help GGR’s very thorough article be translated into helping you build your dream home gym.
So, in order to translate the data findings into helpful nuggets of information that you can take and use at will, we need to first understand what the folks at Garage Gym Reviews found in their in-depth search analysis study. Once you know what these trends are — and more importantly — why they likely exist, we can do my favorite thing: translate data and apply it in ways that can help you live a stronger, healthier life.
Home gym equipment trends: Overview of the data
Don’t worry; I’m not going to bog you down with hardcore details and numbers in this section; the ten-thousand-foot overview is what matters here (you’ll see why in a moment).
The folks over at Garage Gym Reviews did an outstanding job with collecting all sorts of details and trends. If you’re keen on knowing all the nitty-gritty details of the trends being discussed here in this article, I’d certainly recommend you check out their article.
Naturally, I only need to supply you with enough of the overview to answer the all-too-important “so what?” question that can arise in one’s mind when analyzing and discussing these trends. If I can help you with this, chances are it can be translated into better decisions and actions on your part.
Here’s the overview of what Garage Gym Reviews looked at and what was found when compiling the data:
- The data analyzed and compared consumer trends for forty different types of home fitness equipment using Google Trends data from 2011 to 2023. This was done by examining search queries that used the word “best”, as this was believed to indicate the searcher’s intent to make an informed purchase decision. (All data was standardized to allow for consistent comparative analysis.)
- Search queries for home gym equipment continue to grow in volume year over year. The Covid pandemic saw a spike of 82% increase in search volume, and even after the pandemic, search volume is still more than double what it was in 2011.
- Cardio-based equipment has always been the most popular search query on Google but the data suggests that strength equipment-based searches are growing in popularity year over year (it has grown at twice the rate of cardio-based searches since 2011).
- While cardio equipment seems to reign king, it has also seen four of the five largest decreases out of the twenty most popular pieces of fitness equipment since 2011.
“Many types of equipment are now more innovative and economical for garage gym and basement gym enthusiasts than ever before.”
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A few more specifics on home gym trends
While the original article has plenty of specific details covering specific rises, falls, and percentage-based changes for each piece of fitness equipment, not all of it is pertinent for the average consumer to know.
But there are a few key pieces of data for specific pieces of fitness equipment that are worth looking at; I believe they leave clues toward why these changes are taking place — and, more importantly — what they suggest for ways home gym enthusiasts can select equipment that’s best for their needs while saving money and floor space in the process.
Here’s the specific data that I feel is worth knowing:
Since 2022, the following pieces of multi-functional gym equipment have experienced a rise in consumer interest:
– Weighted vests: up 26%
– Cable machines: up 25%
– Functional trainers: up 25%
– TRX systems: up 16%
– Landmine attachments: up 14%
– Wrist weights: up 13%
Conversely, since 2022, the following pieces of traditionally popular gym equipment have experienced a drop in consumer interest:
– Rowing machines: down 20%
– Exercise bikes: down 18%
– Elliptical machines: down 13%
– Stationary bikes: down 12%
– Treadmills: down 5%
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Likely causes: Why do these trends exist?
While I certainly don’t have exact answers for why these fitness equipment search trends have changed the way they have over the years (nobody does), I do indeed have thoughts on how they’re perhaps influenced.
My thoughts discussed below will help paint the picture of how you can make more informed (and ultimately, better) decisions when outfitting your garage or basement gym with equipment that truly is the right fit for you and your training needs and goals. As such, this is an important section to read.
So, let’s discuss why these trends might be taking place, and how we can capitalize on their existence.
As I go through these potential reasons, it’s important to realize that they are not necessarily mutually exclusive; they are likely interacting with one another to different extents. What these extents are, I can’t exactly say. But I would bet they are certainly playing off one another.
Read this section, and then I’ll give you some insight as to how we can leverage these thoughts to work in your favor as you look to make the best decisions possible for your home gym needs.
“Companies that can stand the test of time will likely influence search results as their respective reputations raise awareness for home gym enthusiasts.”
Reason 1: Marketing is changing
In 2011, the creator economy was essentially in its infancy. While the term itself was coined in 1997 by Paul Saffo of Stanford University, the movement itself didn’t really get underway until the mid-to-late 2000s, at which point it really took off.
I would contend that this mid-2000’s explosion — and thereafter continually growing — with content creation is responsible for steadily driving a small portion of search traffic increases on Google year over year for smaller, less expensive pieces of fitness equipment. I’ll explain shortly.
But first, for those unaware, the creator economy refers to “an ecosystem where individuals create content, products, or services and monetize their personal brands and audiences, primarily through digital platforms. The creator economy also includes the businesses that are created through content creation.”
How do influencers play a role in search results?
Companies are reaching out more than ever before to fitness influencers (a type of content creator) in hopes of spreading the word about their products and getting as many eyeballs on them as possible.
The extent to which this is now occurring (it’s happening over these past few years more than ever before) likely plays some sort of role in shaping some of the trends found in GGR’s review article, even if it’s only a minor one.
But when looking at the rise in popularity of search results for smaller pieces of home gym equipment, it’s clear that smaller, less expensive equipment (such as weight vests, suspension trainers, and accessory equipment such as landmine attachments) is on the rise much more than for larger, more expensive pieces of home gym gear.
All it takes is one or two popular fitness influencers to help thousands (if not tens of thousands) of viewers learn about the existence of a particular type of fitness product.
Let’s take weight vests, for example —a small, versatile, and practice piece of kit:
Fitness influencers are likely to get their hands on a small piece of equipment such as this, either from having a company send the product for free or the influencer having enough cash to buy it for themselves. (Companies are more likely to send less expensive equipment to influencers.) The influencer then uses it, shows it, or talks about it on their Instagram, TikTok, or YouTube channel, and their followers go, “oh wow, that’s cool.”
Some viewers might straight-up buy the product, but more discerning or budget-conscious viewers might wonder what other types or brands of weight vests might be out there… so they head to Google and query their little heart out.
The takeaway: Yes, the data analyzed by the folks at Garage Gym Reviews pertained specifically to Google-based search inquiries, but understanding how the creator economy (which includes various social media platforms) can drive people to Google with new or different search-based intent should be recognized; it’s a vastly different market than back in 2011.
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Reason 2: Equipment maturity
With each passing year, fitness equipment brands (and their respective products) mature in age. Each passing year allows for said brands to build their overall image, identity, and reputation in ways that can help or hurt their popularity.
Note, however, that this pertains to brands of fitness equipment rather than types of fitness equipment.
As an example, with searches for TRX Systems seeing a 16% increase in Google Trends, it’s not hard for me to see why; the TRX ecosystem is constantly expanding, their hallmark suspension trainer is incredibly versatile and space-efficient, and most importantly…the folks at TRX continue to carve out a strong, trustworthy reputation year after year.
The more people who are exposed to a suspension trainer, the more search intent for that style of training (or specific product) there will likely be.
TRX, while invented in the 90’s, didn’t start its marketing campaign until 2005, meaning by 2011 (the starting year for GGR’s data analysis), TRX only had a handful of years of marketing under its belt. Each passing year has since allowed for expanded marketing, reputation, and overall brand awareness for TRX, leading to more awareness of suspension-based training by the general public.
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Fun fact: I remember spending 2009 – 2013 in different gyms working as a personal trainer, doing my own training, and always just wanting to check out new facilities. TRX trainers weren’t nearly as commonplace in many gyms as they are now.
The point being: companies that can stand the test of time will likely influence search results as their respective reputations raise awareness for home gym enthusiasts who learn what their equipment or products may offer and if there are any similar companies out there whom they should be aware of, hence searching for “best” within their Google queries.
But where this effect really takes hold is the rise of newer fitness companies or brands making knock-off or similar products to companies that have established authority or a solid reputation within the industry — this leads to more options for the would-be home gym pursuer and, therefore more search queries for (in this particular example) “best suspension trainer” in the Google search bar.
“It’s likely in your best interest to perform numerous online searches and to shop around to weigh your options when looking to purchase a particular piece of equipment for your home gym.”
Reason 3: Equipment is more innovative than ever & options are abundant
Innovation is a really cool thing, and the innovation for fitness equipment that has come along since 2011 is almost mind-blowing to me at this point. I believe it can easily explain at least a portion of increases in search volume for specific types of exercise equipment.
Innovation leads to the opening of doors for home gym possibilities that haven’t been an option in the past. And if a home gym owner isn’t going to even consider a particular piece of equipment, they won’t perform any Google searches looking for their best options.
As an example:
While it might come across as surprising to some that searches for cable machines have shown a 25% increase in volume, this type of equipment is now more innovative and economical for garage gym and basement gym enthusiasts, not only making it more practical (think space, versatility, etc.), but also economical (paying hundreds vs. thousands of dollars).
The Ancor trainer is a great example; it’s a highly portable, practical, and versatile cable machine that is a dream come true for many home gym owners. What traditionally might have been a piece of equipment that wasn’t in the budget or fit the bill from a home setup practicality standpoint can now be seriously considered.
As such, any home gym owner who learns of Ancor’s innovative cable trainer approach might quickly wonder if other similar cable machines are on the market. Chances are there might just be something similar out there that this individual hasn’t come across yet.
So, over to Google, they go with a “best cable trainer for home gym” or similar query to see if there are any similar options.
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So what? How does this data help you?
Alright, now it’s time to put numbers and trends into better decisions and better results! Let’s talk about how knowing these trends can help you save money, select more ideal equipment for your needs, and avoid buyer’s remorse!
Do your research & take your time to weigh all your options
With equipment versatility and innovation on the rise, it’s highly unlikely that you’ll ever be confined to a shortage of options when trying to select a particular piece of fitness equipment to add to your home gym.
I remember years ago when the adjustable dumbbell market only consisted of PowerBlocks. There wasn’t much else to choose from. Now, there are dozens of adjustable dumbbells to choose from. Heck, just the other year I found myself agonizing about whether I should stick with PowerBlocks or jump over to Nuobell dumbbells (I stuck with PowerBlocks).
Pro tip: You can take these Google trends and extrapolate them from merely looking for specific types of equipment to equipment companies themselves.
The point here is it’s likely in your best interest to always perform numerous online searches, shop around (online and in-store), and weigh all your options when looking to purchase a particular piece of equipment for your home gym. This ensures you learn all of your options, find the best deals possible, and are much less likely to experience buyer’s remorse than if you were to buy the most popular brand or the first brand that you see appear in any search results.
As a personal example:
I love Rogue equipment. I think they make the best equipment in the game. You get what you pay for when it comes to their gear, and the thought of outfitting my garage with Rogue equipment makes me drool a little bit. But if you want a Ferrari, you’re going to need to fork over a Ferrari amount of money.
I can’t justify Ferrari money. But Bells of Steel equipment saves the day. Not only is it marketed to folks like me, but its quality is by far good enough for my personal needs. As I started building my modest home gym a couple of years ago, I did my research enough to know that I’d save money with these folks while still buying quality equipment.
So, whether you’re looking to buy specific equipment, purchase from a specific brand, or heck, just finding websites that can help you learn how to start building a home gym, you have more options than ever before, so don’t be in a rush to commit to a particular company, piece of equipment, or brand without first doing your research.
(Pro Tip: Garage Gym Reviews is your best bet for a reputable site that shows you how to start building your home gym).
Decreases in cardio equipment? Now’s a good time to buy
There’s an assumption to make here, but I feel it’s a logical one and likely one that can save you money if you’re considering purchasing any cardio equipment.
As highlighted in GGR’s review, popular pieces of cardio equipment such as rowing machines, treadmills, ellipticals, and stationary bikes have seen notable drops in consumer demand over the past couple of years. Whatever the reason(s) may be (I have my theories, but they’re not important at this point), it likely signifies it’s a bit of a buyer’s market rather than a seller’s market.
The assumption to make here is that the decrease in searches (and likely purchases) of cardio equipment means that there’s an increased likelihood of owners of these types of cardio equipment now looking to sell what they own.
It’s an assumption, yes, but it seems plausible. I’d be surprised if there wasn’t some type of correlation, even if only a small one.
Assuming you’re ok with buying used cardio equipment, it may be worth hopping on sites like Facebook marketplace, Craig’s List, or Kijiji (the Canadian version of Craig’s List, for us Canadian folks) to weigh your options.
I would speculate there are higher numbers of sellers these past couple of years than in times prior. The more sellers there are, the lower prices are likely to be. However, you’ll still need to do your research to make sure you’re getting a good deal.
Final thoughts
It’s pretty interesting (at least, for geeks like me) to learn, analyze, and speculate why specific search trends are happening within the home gym industry. More importantly though, is how this data can be applied to anyone looking to purchase exercise equipment in ways that help them to select the optimal equipment for their needs, budget, and goals.
Saving money, making ideal purchases, and using that equipment to build the home gym of your dreams and smash some PRs along the way is pretty cool! And now, you’re one step closer to making that happen!
Hi! I’m Jim Wittstrom, PT, DPT, CSCS, Pn1.
I am a physical therapist who is passionate about all things pertaining to strength & conditioning, human movement, injury prevention and rehabilitation. I created StrengthResurgence.com in order to help others become stronger and healthier. I also love helping aspiring students and therapists fulfill their dreams of becoming successful in school and within their clinical PT practice. Thanks for checking out my site!