On The Up: Women-only strength training gym ‘The Resistance’ opens in Havelock North

Janine Couchman is opening her own women-only gym. "The Resistance", in Havelock North.

A new women-only gym in Havelock North is challenging traditional approaches to female fitness with a focus on strength training rather than weight loss.

The Resistance, which held an open day on January 31, offers small-group classes using carefully chosen equipment in a purpose-built space.

Founder Janine Couchman said she wanted to knock down the common barriers that prevented women from joining traditional gyms.

“I got really sick of many female gyms’ singular focus on weight loss.”

Couchman, who holds a master’s degree in educational psychology, said she found many modern gym routines had a “sexist” focus on appearance.

“It’s all about how you look and your shape. The Resistance is very feminist, and I don’t think that’s been done yet.

“The way women have been trained, with light weights, crap gear, and lots of jumping around and cardio hasn’t worked.”

Challenging common misconceptions about women’s health and fitness, particularly the belief that effective exercise must involve “sweating loads and burning fat” is all part of what makes her gym grounded, supportive, and holistic, she said.

Couchman said The Resistance focused on building strength and muscle mass, which she said was more effective for long-term health and body composition changes as women age.

“We don’t smash our bodies, we support them.”

Couchman said her first group training sessions in 2023 went from one class of eight women and grew to 80 women booking into 11 time slots per week.

“I accidentally tapped into a massive market I didn’t really know existed.”

By the end of 2025, Couchman said she knew she needed a dedicated facility and found space on Napier Rd, Havelock North, next to Hawthorne Coffee Roasters.

The new gym, alongside the addition of more specialised trainers, addressed the three main barriers she said her research identified as preventing women from joining gyms: intimidation, not knowing what to do, and having no one to exercise with.

EIT lecturer of sport and exercise, for the School of Health and Sport Science, Nardia Norman, said, historically, fitness and weight loss industries had been inextricably tied and had preyed and profited on women’s insecurities, which for many is centred around weight and aesthetics.

“While parts of the industry are still focused on women’s weight loss, ‘shrinking’, and getting smaller, there’s been a positive shift away.

“Many modern brands, spaces and facilities have become holistic, focusing on overall health and wellbeing, preservation of muscle, and longevity.”

Michaela Gower joined Hawke’s Bay Today in 2023 and is based out of the Hastings newsroom. She covers Dannevirke and Hawke’s Bay news and loves sharing stories about farming and rural communities.