Methods, apparatus, systems and articles of manufacture for measuring and adjusting physical resistance for athletic activities and fitness equipment are disclosed. An example system includes a user-wearable sensor to measure a first level of physical effort during a first athletic activity using fitness equipment and to generate sensor data indicative of the measured first level of physical effort. The example system also includes a controller to receive the sensor data to perform a comparison of the sensor data and data from second athletic activity indicative of a second level of physical effort, and automatically generate a control signal to adjust a setting of the fitness equipment based on the comparison.
