Off to a smart start

Independent research shows that Les Mills licensed facilities have 500 more members per club than the global average. Average Group Exercise attendance at Les Mills licensed clubs is 33 per cent, with top performers above 50 per cent.

But does this translate in the real world? Les Mills has been working with West Wood in Ireland and they’ve really seen the benefits.

Here’s what Alan Leach, area general manager had to say: “In 2008, before we really started to realise the potential of the Les Mills brand we were getting 3,700 people a week visiting our group exercise offer in our three clubs. In 2015, after building dedicated Les Mills studios, the average for all of 2015, is 6,443 people per week visiting group fitness; that’s a 74 per cent increase in attendance.

Real results
“In one of our clubs, which took the lead in driving Les Mills and making it the main focus for our product, weekly attendance for group fitness jumped from 1,650 in 2008 to 3,401 in 2015 - a 106 per cent increase in attendance. This club has also seen a 21 per cent reduction in attrition, and a 19 per cent increase in membership numbers. We put this down to the impact the Les Mills brand has had on our business.”
Strength and weight training drives 21 per cent of the total global group exercise attendance. Les Mills BODYPUMP™ focuses on low weight loads and high repetitions proving to be 29 per cent more effective than a heavier weight for fewer repetitions. So members get results, meaning they’re motivated and hang around longer.

Leach continues: “We always quickly introduce members to our Les Mills group fitness timetable and it makes such a difference. They love the social aspect of Les Mills. They meet other people before and after classes. They suddenly feel exercise can be part of their lifestyle. And all of this is what club owners and managers have been trying to achieve for decades. And Les Mills has made this easily achievable.

Great motivation
“My sales staff are trained to explain the Les Mills ‘SMART START’ programme. This is an incredible reassurance to new joiners, who may be ‘scared’ of the gym experience. ‘SMART START’ has dramatically increased numbers in our classes. In fact, by so much, we’ve had to double the size of our studios.

“Nothing motivates instructors like Les Mills. Nothing improves team work and staff morale like the Les Mills programme. I know we would never hold on to our best staff, if we did not have Les Mills as part of our product.”

“The support Les Mills offers the management team makes all the difference for us. There is a world of difference between making the decision to offer great classes, and actually delivering amazing, motivating, world-class group fitness classes. Without the training and support we receive from Les Mills, we would never have seen the increases in attendance, membership numbers, and profitability. We wouldn’t be where we are today without the programming and support provided.”

Follow Les Mills UK - @lesmillsuk

Like Les Mills UK on Facebook/LesMillsUK

Subscribe to Les Mills UK’s YouTube page/LesMillsUK

Follow Les Mills UK on Instagram - LesMillsUK