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Integrated workout solutions will underpin gyms' recovery, says Les Mills’ Martin Franklin
09 May 2021
Creating connections and social experiences among safe club environments will be key to winning members back
Creating connections and social experiences among safe club environments will be key to winning members back, with the instructor at the heart of engaging participants and reminding them why live group fitness delivers on those all-important exercise endorphins.
With capacity barriers to overcome, many clubs have taken their class timetable outside by optimising spaces such as car parks, tennis courts and open grass areas. By immediately widening the scope for more class attendance, operators can use outdoor fitness classes as an opportunity to reach new demographics.
But it’s not just outdoor group exercise that clubs can maximise on during this re-opening period. There’s still a strong appetite for a blended approach to online and live group fitness.
Ensuring the value of a membership is maintained beyond a club’s four walls creates a future-proof foundation for lifetime customers with the freedom to pick where they work out.
Now more than ever, a heightened sense of health and wellbeing combined with a longing to sweat amongst fellow fitness friends presents the opportune moment for clubs to bounce back with superstar instructors right behind you, injecting the energy and passion behind those powerful Les Mills programmes.
“We know members are looking to combine live fitness into their digital routines as they return to the gym, with 63 per cent of Les Mills On Demand users interested in trying a live class at a gym or facility upon reopening,” commented Martin Franklin, CEO Les Mills Europe.
“The next proactive steps that clubs can take are crucial in making a speedy recovery; this will prove the fastest way back to full membership, with integrated workout solutions and meeting new consumer needs at the heart of their comeback.”
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Opinion: Here comes the future
Kath Hudson talks
to industry experts
from around the
world about their key
takeaways from last year
and their hopes for 2024
Talking point: Everyone's talking about menstruation
Periods are sometimes viewed as taboo,
but with menstruation proven to have a
powerful impact on exercise, it’s time
the fitness industry got comfortable
with the conversation finds Kath Hudson
Special report: Strength revolution
Strength training is booming, in part due to various government’s
guidelines that recommend it for all ages, with new offerings coming in
the form of hardware, tech and programming, as Steph Eaves reports
Research: Cracking the Gen Z code
A landmark report finds clubs can
unlock growth by engaging Gen Z.
So how should operators shape
strategies to meet their needs?
Jak Phillips investigates
Industry insights: Predictions
Time are tough but tough times bring out the best in us.
Kath Hudson asks some of the world’s top industry
experts where they see the glimpses of blue sky
Partnership: Joining forces
Les Mills and Adidas are combining their
300m-strong global tribes of consumers
to explore growth opportunities that will
benefit the health club market, as Clive
Ormerod and Aimee Arana explain
Martin Franklin, Les Mills CEO, Europe
Les Mills UK video gallery:
Key personnel
Martin Franklin, Les Mills CEO, Europe
Key customers
Les Mills works with a wide range of clubs and facilities across the UK and Ireland, from the independent sector, local authorities, universities, corporate wellness providers, budget and boutiques.
Plans for the next 12 months
Les Mills will continue to be focused on supporting all club partners to make their
fastest way back to full membership with
confidence, bringing live group fitness and
digital experiences onto the menu. There’s
a huge opportunity to engage with new
members: 63 percent of Les Mills+ users
are interested in trying a live class.
We are continuing to invest in our instructors with our commitment to training and ongoing development. This includes offering instructors a multitude of platforms to learn from as well as the new launched Les Mills Qualifi cations which recognises progression in teaching and enables instructors to achieve mastery in the art of group fitness.
We are also constantly innovating and working on ways to enhance programming and raise the bar. Our Les Mills clubs in New Zealand serve as our ‘living lab’ where we have several exciting pilots running to road-test new programs.
In an industry as trend-driven as the fitness sector, it’s vital to keep pace with changing consumer preferences so we’re always working on the next big thing that’s going to keep our club partners ahead of the curve.
We are continuing to invest in our instructors with our commitment to training and ongoing development. This includes offering instructors a multitude of platforms to learn from as well as the new launched Les Mills Qualifi cations which recognises progression in teaching and enables instructors to achieve mastery in the art of group fitness.
We are also constantly innovating and working on ways to enhance programming and raise the bar. Our Les Mills clubs in New Zealand serve as our ‘living lab’ where we have several exciting pilots running to road-test new programs.
In an industry as trend-driven as the fitness sector, it’s vital to keep pace with changing consumer preferences so we’re always working on the next big thing that’s going to keep our club partners ahead of the curve.
Testimonial
“Member feedback [on Les Mills On Demand] has been phenomenal both from regular group exercisers, but also from those that have never done it before, giving them the confidence to come and try a live class when we re-open.”
– Peter Wilkinson, national sales and marketing manager, Bannatyne Group
– Peter Wilkinson, national sales and marketing manager, Bannatyne Group
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