Matrix’s latest additions to its strength training equipment portfolio has everything users and operators are after
Matrix, a leading commercial fitness equipment provider, is bulking up its inventory and helping strength trainers do the same.
This year, the brand added 10 durable, new machines to its Magnum Plate-Loaded line. Each introduces a new movement to the Matrix portfolio, a new way for gyms to meet their members, and of course, physical gains.
“The Magnum Plate-Loaded products deliver results in an age where real outcomes drive user choices,” said Cory Miller, Global Product Manager – Strength at Matrix. “By building in features that appeal to beginners and advanced users, our product will lead the way and set a new benchmark for design expectation.”
Strength For All
The additions to the Magnum Plate-Loaded line includes a low-row, elevated biceps curl, kneeling leg curl, belt squat, incline lever row, high-row, reclining leg extension, pendulum squat, T-bar row and standing hip thrust. By complementing Matrix’s other equipment and offering a straightforward path to progression thanks to its plate-loaded nature, the Magnum Series helps the brand cover all corners when it comes to strength training.
“For these new products, one of our key design objectives was to make sure none of the movements duplicated those in our selectorized portfolio,” Miller said. “This approach allows users to progress naturally from standard machines that use weight pins to more advanced plate-loaded movements, while adding variety and challenge to their training experience.”
Since users can remove plates just as easily as they’d add them, the equipment is first-time user friendly as well as challenging for any seasoned strength trainer. In doing so, the equipment presents gyms with an opportunity to reel in, cater to and retain more members.
“Plate-loaded products offer a safer, less intimidating alternative to free weights for newer gym members while still providing experienced lifters the ability to train with intensity and explosiveness,” Miller added.
Miller specifically shouted out the Magnum Standing Hip Thrust for its broad appeal. This machine features an enlarged footplate and added gripping for more space and stability, as well as handles with varying heights to keep users of all sizes comfortable.
“A facility could position this unit towards older or deconditioned users and emphasize how it could help with everyday movements, such as going from a seated position to standing,” he said. “Alternatively, experienced lifters and athletes could use this product with heavier weights for a focused glute workout.”
Spatial Efficiency
The Magnum Series machines welcome the masses with their reduced physical footprints as well. By nailing a handful of small design details, each product takes up minimal floor space and clears room for additional products.
For example, with the Magnum Pendulum Squat, all weight horns face the same direction. This allows operators to place the unit against a wall or aisle and free up real estate for personal training areas, additional equipment or anything else operators might want to allure consumers with.
“Every feature was intentionally designed to deliver an exceptional lifting experience for users while maximizing operational benefits for facilities,” Miller said.
When designing the machines, Matrix also kept the perspectives of users, gym owners, trainers and service providers in mind. All four pave the way to a singular path to profitability, Miller argues.
“By targeting all related groups, owners will see better adoption and usage of our products, improving retention and revenue,” Miller said.
Timely, Targeted Innovations
While producing 10 machines for a full launch represented quite the undertaking for Matrix, the brand never cut corners. As mentioned, significant planning and consideration around consumer demands went into each product.
“Over the past few years, the industry has seen a significant increase in demand for equipment targeting three key areas: glutes, legs and back,” Miller said. “These muscle groups continue to be a focus for many users, and our product development reflects that trend.”
Of the 10 plate-loaded units, nine were specifically designed to address those key areas.
“As training for these specific muscles remains high, maintaining member engagement by offering fresh, challenging options is critical,” Miller went on. “That’s why our new Magnum Plate-Loaded units offer unique movements that go beyond what’s available in our selectorized portfolio.”
For example, instead of a traditional leg press, the Magnum Pendulum or Belt Squat allow members to progress through advanced movements that offer a deeper range of motion, hip-loaded resistance and open-squat mechanics for a harder-working, more versatile leg day. The Magnum Kneeling Leg Curl and Reclining Leg Extension do the same compared to standard seated options.
“Our goal is to provide variety and progression within a new modality, helping facilities keep workouts exciting, meet evolving consumer expectations and position Magnum Plate-Loaded as a standout solution in 2026,” Miller said.
Just making an effort to offer consumers something different, whether it’s via plate-loaded machines or something else, can go a long way in terms of captivating consumers, Miller argues.
“Training variety has always been a driving force across all areas of fitness, whether it’s strength, functional training, hybrid spaces or recovery,” he said. “Members are constantly seeking ways to progress, avoid stagnation and explore new modalities that support their goals.”
When gyms stand out from the pack and do so in a strategic manner, that’s what truly sparks retention and engagement. That’s what Matrix is looking to ignite.
“At Matrix, we believe ‘different’ only matters when it’s paired with meaningful benefits, to be different and better,” Miller said. “That’s why our Magnum Plate-Loaded line is designed with intentionality, where features are added to enhance performance, encourage progression and complement broader training trends.”
