Etenon showcases glute-training zones at SOMA Fitness & Wellness Show 2026

Etenon Fitness will use SOMA Fitness & Wellness Show 2026 to put one of the industry’s fastest-rising training formats in the spotlight: the Glutebuilder Experience, a dedicated glute-training zone built around how clubs now want members to train, photograph and return.

The company will exhibit in Pabellón 1, Stand A34, at SOMA, which runs from 7 to 10 May 2026 at Feria Valencia. The fair describes itself as a showroom, congress and festival for the fitness and wellbeing sector, and Etenon is leaning into that mix with live demos, personalized advice, real equipment testing and new product launches at its stand.

That matters well beyond the booth. Glute-focused zones have moved from novelty to a clear commercial signal inside modern gyms, especially in competitive urban markets like Barcelona. The logic is simple: operators are no longer filling floors with generic strength kit and hoping members adapt. They are building spaces around specific training goals, body-part emphasis and an experience that feels distinct enough to support repeat visits.

Etenon’s positioning at SOMA reflects that shift. Its Glutebuilder push is part of a broader effort to respond to market needs and strengthen professional gym offerings, and the company has already tied the concept to Precor’s selectorized line. Precor describes that line as space-efficient glute, leg and hip training equipment with precision biomechanics and multiple adjustment points, a combination that speaks directly to clubs trying to maximize usable square meterage without sacrificing training quality.

The product story also has a recent launch trail. Etenon said Precor introduced three Glutebuilder stations, Glute Press, Glute Squat and Glute Lunge, at FIBO 2025. Those machines underline the direction of travel: equipment is being developed not just to load muscles, but to create clear, branded training experiences that clubs can market as part of their identity.

That is the same pressure shaping Barcelona’s premium gym scene. Operators such as DiR have already built their reputation on spacious areas, state-of-the-art equipment and a wide range of classes and wellness services. In that kind of market, a specialty zone like Glutebuilder is less a novelty than a competitive necessity.

SOMA will give that trend a live showcase, and Etenon’s stand will be one of the clearest signs that gym floor design is now a strategy conversation, not just a purchasing decision.