Les Mills
Les Mills
Les Mills
Health Club Management

Health Club Management

Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management

features

Cycling: Pedal power

What does the big data around group cycling show? What’s hot, who’s most engaged and what’s up and coming for the year ahead?

Published in Health Club Management 2019 issue 3
Spinning trainers deliver periodised programmes for maximum progression
Spinning trainers deliver periodised programmes for maximum progression

Since ultra-distance cyclist ‘Johnny G’ Goldberg first introduced Spinning® in the mid-80s, indoor cycling has come a long way and is now innovating at an astonishing rate.

Both indoor and outdoor cycling has grown exponentially over the past few years. Indoor cycling topped ukactive and the DataHub’s Moving Communities Active Leisure Trends Report as the most popular group workout across three financial years, from 2016-2018. Last year, it represented 12 per cent of all class attendances and the number of sessions increased by 8 per cent to almost 370,000.

But how can operators keep loyal fans coming back for more, while also getting new bums on seats? “Currently, most clubs’ cycle offerings are only servicing 7 per cent of their membership,” says Chris Phillips, sales director at 4global’s the DataHub. “A one-size-fits-all solution isn’t the answer for indoor cycling; operators must segment their offering to be successful. Attraction, retention and referral rates will be much higher if the timetable reflects the range of people who could benefit from indoor cycling.”

The DataHub’s Sports League Table allows operators to track and benchmark group cycling participation across all of their sites, as well as understand their ranking against the sector and any changes in performance. “Operators can put age and gender filters in place, to investigate throughput in those parameters against the rest of the country for a set period,” explains Phillips.

“Geo Impacts can then be used to identify which group cycling classes are trending, which demographic groups are most likely to attend those classes and when, to accurately inform marketing campaigns.” These findings can be cross referenced with Experian Mosaic Categorisation, to identify the preferred communication method for existing and potential group cyclists.

Changing the face of cycling
The vast array of classes that fall under the indoor group cycling umbrella have one thing in common – they’re often seen by consumers as ‘hardcore’ exercise. More needs to be done to educate and introduce newcomers and under-confident customers.

One solution could be the new beginners’ workout on the block, US brand Peloton. It launched in the UK last year with a pop-up in London’s Covent Garden (set to reopen in 2020 as a production studio to broadcast live classes across European timezones) and offers at-home, live-streamed or on-demand workouts on its custom bike.

With bikes costing £1,900 and a £39 a month in subscription fees to access its array of 14 daily live and 10,000 on-demand classes, it’s not cheap, but it represents a key opportunity for breaking down barriers, says Peloton’s MD International, Kevin Cornils: “Our classes allow exercisers to take sessions in their own time with no intimidation factor. Peloton brings studio-style group cycling home, so people can access the motivation, power and intensity anytime, anywhere.

“Even though you’re cycling in the privacy of your own home, you’re never alone – the way the million-strong Peloton community motivate each other is truly amazing. While there are similarities to indoor cycling brands, we’re more than a bike, a class or studio.

“Peloton offers a two-week introductory programme, designed for absolute beginners, and delivers a fully engaging experience alongside social connection and community to convert riders into workout addicts.”

In-club, there’s Les Mills’ immersive class experience The Trip, which combines the buzz of group cycling with cinema-quality visuals. “Cycle studios sit empty for 80 per cent of the time in a typical health club, costing up to £140,000 in lost revenue,” says Erin Myers, marketing director, Les Mills UK. “The Trip can transform a studio that’s potentially costing money into a major revenue driver by helping to fill dead studio time.”

What’s more, the company’s research shows using technology to create an immersive fitness experience increases satisfaction and decreases the rate of perceived exertion. In other words, exercisers find immersive cycling easier, even though it isn’t.

Graham Clarke, GM at Dublin’s West Wood Clontarf, which recently installed The Trip, says: “We’re a small club of 3,000 members. In six months studio usage went from 300 per week to 900, which shows the impact an innovative group cycling offer can have in a very short space of time.” Interestingly, Les Mills’ research also shows there is a 12 per cent average increase in live class attendance when clubs also offer virtual at-home workouts.

All in a spin
It’s not all about the new and the virtual. Spinning® remains the world’s number one indoor cycling brand. With almost 11,000 trainers choosing to become certified Spinning instructors and 57 official UK facilities, it still defines the indoor cycling category.

“Spinning instructors are trained to deliver periodised programmes, which is where it really stands out from the other indoor cycle classes, as it offers progression,” says Samantha Taylor, Precor’s UK marketing manager. “Instructors are educated to start members off working in the endurance zone (65-75 per cent of their heart rate) to build aerobic capacity, then over six to eight weeks to include strength zone rides (75-85 per cent HR) and interval zone rides (65-92 per cent HR), adding race day rides at the end of the programme (80-92 per cent HR) for members to test their fitness and make benchmarks for future improvements.

“Sites with Precor Spinner® Chrono bikes and SPINPower® educated instructors can then teach using power zones, offering an even more in-depth workout, ensuring members are always seeing their progression.”

Chris Phillips
"A one-size-fits-all solution isn’t the answer for indoor cycling; operators must segment their offering to be successful. Attraction, retention and referral rates will be much higher if the timetable reflects the range of people who could benefit from indoor cycling" Chris Phillips, DataHub
Group cycling: the knowledge

• The social value generated by group cycling throughout the UK was £24,200,581 from Feb 2018 to Jan 2019

• The number of group cycling sessions increased by 8 per cent from February 2018 to January 2019

• Globally, 29 per cent of millennial exercisers are either currently participating in indoor cycling group exercise, or are considering it

• Virtual cycling currently accounts for a small proportion of overall group cycling activity. It has experienced bigger fluctuations in participation than indoor cycling

• Wednesday is the most popular day to participate in group cycling

• 9am and 6pm are the most popular times for classes

• Early morning sessions are a preference for people in the older age groups

• Across all ages, group cycling participation has decreased slightly – by 2.2 per cent – in the past 24 months

• Females account for almost three quarters of group cycling participation (73 per cent)

• Group cycling loses popularity in the month of December but picks up again swiftly in January. Its popularity remains relatively constant from May to November

• The highest participating age group is age 45-49 (15 per cent), followed closely by 50-54 (13 per cent). The spread across remaining age groups is even

1. Moving Communities Report http://research.ukactive.com/movingcommunities2018/

2. This analysis is looked at 645 sites which have consistently sent data for the time period of February 2017 to January 2019. The whole analysis has included Indoor Cycling, Spinning and Virtual Cycling.

Kevin Cornils
"Our classes allow exercisers to take sessions in their own time with no intimidation factor. Peloton brings studio-style group cycling home, so people can access the motivation, power and intensity anytime, anywhere" - Kevin Cornils
Home workout bike supplier Peloton live streams classes from gyms and studios
Home workout bike supplier Peloton live streams classes from gyms and studios
Les Mills’ The Trip combines the group cycling buzz with cinema-quality visuals
Les Mills’ The Trip combines the group cycling buzz with cinema-quality visuals
US brand Peloton will open a London production studio in 2020 to broadcast its workout content
US brand Peloton will open a London production studio in 2020 to broadcast its workout content
Almost 30 per cent of millennial exercisers either take part in or are considering group-ex cycling
Almost 30 per cent of millennial exercisers either take part in or are considering group-ex cycling
http://www.leisureopportunities.com/images/imagesX/30590_523290.jpg
Indoor cycling has grown exponentially in the past few years. We analyse the data on who’s most engaged and when
People
Jimmy had the brilliant idea to put the logos of all of the current cycling brands in and around NYC onto a piece of paper and we handed it to the investor at the end of our presentation. Then we handed a blank piece of paper and referenced that this was the current number of cool fitness concepts in the world and how we would like the investor to help us fill that page. A day later he wrote us a cheque
People
HCM people

Ben Gotting & Dave Thomas

The Foundry: co-founders
Because of our strong focus on community and inclusivity our members really do range from unemployed, and even homeless, to CEOs and board members of major institutions and celebrities
People
HCM people

Elodie Garamond

Le Tigre: founder
We now have eight sites and offer retreats, such as a retreat in a Moroccan palace and a French chateaux-based yin yoga and writing retreat
Features
Promotional feature
Premier Global NASM has introduced a Nutrition Certification course to help fitness professionals give their clients the tools to achieve long-lasting, healthy behaviours
Features
Promotional feature
Extracurricular activities are key to keeping students physically and mentally healthy. Working with Legend, the universities of Nottingham and Bristol are working to improve the user experience of their facilities to increase student participation
Features
Promotional feature
When setting up a new fitness offering, having a point of difference is key. Two businesses tell us how Electro Muscle Stimulation has been successful in helping them to stand out from the rest
Features
Promotional feature
Matrix Fitness is launching MX4 Active to engage the ageing and deconditioned populations. We talk to Steve Barrett, director of global group education and training, to find out more
Features
Flooring
Thanks to the rise in popularity of functional zones, there’s been an increased call for turf. We take a look at some of the turf products being installed
Features
feature
Technogym’s SKILLRUN now comes in different versions to suit different users’ workout needs
Features
Gen Z
Gen Z has come of age, and is engaging with fitness in new ways. We look at how health clubs can appeal to this young, tech-savvy and value-conscious age group
Features
Latest News
Thrive Global, the wellness and behaviour change tech firm founded by Arianna Huffington, has acquired ...
Latest News
Regular exercise is highly beneficial for all patients with cardiovascular disease regardless of age. A ...
Latest News
London-based project management outfit LXA has designed a 2,000sq ft (186sq m) boxing gym close ...
Latest News
The number of UK adults classed as physically active has increased by 1 million in ...
Latest News
Australian health club operator Viva Leisure has acquired eight Healthworks Fitness Centres in the state ...
Latest News
The physical activity economy is now a US$828bn (€752bn, £655bn) market – and its value ...
Latest News
UK-based architects Invisible Studio, founded by Piers Taylor, have designed a 150sq m (1,600sq ft) ...
Latest News
Boutique fitness operator The Foundry, which offers free and subsidised classes for those on state ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: The secrets to designing a stand-out fitness studio
The design and construction of a group fitness or exercise studio can have a big impact on the success of your gym.
Featured supplier news
Featured supplier: Crown Sports Lockers to launch sector first at IHS 2019
Crown Sports Locker will launch a waterproof locker that will open the door to facilities demanding a sustainable solution for wet changing areas.
Opinion
promotion
An ever-increasing number of Brits are engaging in sporting events, setting themselves goals and looking to increase their fitness levels....
Opinion: Dr Crionna Tobin on nutritional training for PTs and fitness experts
As an industry, we still underestimate the power of a truly varied fitness regime - and the growing appetite for it, especially among emerging customer segments.
Opinion: Collaboration vs aggregation - what’s the difference?
Company profiles
Company profile: Jordan Fitness
Jordan Fitness have been at the forefront of premium gym design, with a strong reputation ...
Company profiles
Company profile: Ecore
Ecore transforms reclaimed materials into unique performance surfaces that make people’s lives better. Ecore has ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Wearable technology solutions
MyZone: Wearable technology solutions
Trade associations
International SPA Association - iSPA: Trade associations
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Exercise equipment
Matrix Fitness: Exercise equipment
Management software
GymSales: Management software
Governing body
EMD UK: Governing body
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Skincare
Sothys: Skincare
Direct debit solutions
Harlands Group: Direct debit solutions
Member access schemes
Move GB: Member access schemes
Property & Tenders
Kirklees Active Leisure
Property & Tenders
Diary dates
15-18 Oct 2019
Gran Via Exhibition Centre, Barcelona, Spain
Diary dates
28-30 Oct 2019
Hotel Royal Savoy, Lausanne, Switzerland
Diary dates
30-31 Oct 2019
NEC, Birmingham, United Kingdom
Diary dates
05-08 Nov 2019
Koelnmesse, Cologne, Germany
Diary dates
21-22 Nov 2019
JW Marriott Miami Turnberry Resort, Aventura,
Diary dates
29 Nov 2019
The King’s Fund, London, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
10-27 Jun 2020
tbc, Pinggu, China
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates

features

Cycling: Pedal power

What does the big data around group cycling show? What’s hot, who’s most engaged and what’s up and coming for the year ahead?

Published in Health Club Management 2019 issue 3
Spinning trainers deliver periodised programmes for maximum progression
Spinning trainers deliver periodised programmes for maximum progression

Since ultra-distance cyclist ‘Johnny G’ Goldberg first introduced Spinning® in the mid-80s, indoor cycling has come a long way and is now innovating at an astonishing rate.

Both indoor and outdoor cycling has grown exponentially over the past few years. Indoor cycling topped ukactive and the DataHub’s Moving Communities Active Leisure Trends Report as the most popular group workout across three financial years, from 2016-2018. Last year, it represented 12 per cent of all class attendances and the number of sessions increased by 8 per cent to almost 370,000.

But how can operators keep loyal fans coming back for more, while also getting new bums on seats? “Currently, most clubs’ cycle offerings are only servicing 7 per cent of their membership,” says Chris Phillips, sales director at 4global’s the DataHub. “A one-size-fits-all solution isn’t the answer for indoor cycling; operators must segment their offering to be successful. Attraction, retention and referral rates will be much higher if the timetable reflects the range of people who could benefit from indoor cycling.”

The DataHub’s Sports League Table allows operators to track and benchmark group cycling participation across all of their sites, as well as understand their ranking against the sector and any changes in performance. “Operators can put age and gender filters in place, to investigate throughput in those parameters against the rest of the country for a set period,” explains Phillips.

“Geo Impacts can then be used to identify which group cycling classes are trending, which demographic groups are most likely to attend those classes and when, to accurately inform marketing campaigns.” These findings can be cross referenced with Experian Mosaic Categorisation, to identify the preferred communication method for existing and potential group cyclists.

Changing the face of cycling
The vast array of classes that fall under the indoor group cycling umbrella have one thing in common – they’re often seen by consumers as ‘hardcore’ exercise. More needs to be done to educate and introduce newcomers and under-confident customers.

One solution could be the new beginners’ workout on the block, US brand Peloton. It launched in the UK last year with a pop-up in London’s Covent Garden (set to reopen in 2020 as a production studio to broadcast live classes across European timezones) and offers at-home, live-streamed or on-demand workouts on its custom bike.

With bikes costing £1,900 and a £39 a month in subscription fees to access its array of 14 daily live and 10,000 on-demand classes, it’s not cheap, but it represents a key opportunity for breaking down barriers, says Peloton’s MD International, Kevin Cornils: “Our classes allow exercisers to take sessions in their own time with no intimidation factor. Peloton brings studio-style group cycling home, so people can access the motivation, power and intensity anytime, anywhere.

“Even though you’re cycling in the privacy of your own home, you’re never alone – the way the million-strong Peloton community motivate each other is truly amazing. While there are similarities to indoor cycling brands, we’re more than a bike, a class or studio.

“Peloton offers a two-week introductory programme, designed for absolute beginners, and delivers a fully engaging experience alongside social connection and community to convert riders into workout addicts.”

In-club, there’s Les Mills’ immersive class experience The Trip, which combines the buzz of group cycling with cinema-quality visuals. “Cycle studios sit empty for 80 per cent of the time in a typical health club, costing up to £140,000 in lost revenue,” says Erin Myers, marketing director, Les Mills UK. “The Trip can transform a studio that’s potentially costing money into a major revenue driver by helping to fill dead studio time.”

What’s more, the company’s research shows using technology to create an immersive fitness experience increases satisfaction and decreases the rate of perceived exertion. In other words, exercisers find immersive cycling easier, even though it isn’t.

Graham Clarke, GM at Dublin’s West Wood Clontarf, which recently installed The Trip, says: “We’re a small club of 3,000 members. In six months studio usage went from 300 per week to 900, which shows the impact an innovative group cycling offer can have in a very short space of time.” Interestingly, Les Mills’ research also shows there is a 12 per cent average increase in live class attendance when clubs also offer virtual at-home workouts.

All in a spin
It’s not all about the new and the virtual. Spinning® remains the world’s number one indoor cycling brand. With almost 11,000 trainers choosing to become certified Spinning instructors and 57 official UK facilities, it still defines the indoor cycling category.

“Spinning instructors are trained to deliver periodised programmes, which is where it really stands out from the other indoor cycle classes, as it offers progression,” says Samantha Taylor, Precor’s UK marketing manager. “Instructors are educated to start members off working in the endurance zone (65-75 per cent of their heart rate) to build aerobic capacity, then over six to eight weeks to include strength zone rides (75-85 per cent HR) and interval zone rides (65-92 per cent HR), adding race day rides at the end of the programme (80-92 per cent HR) for members to test their fitness and make benchmarks for future improvements.

“Sites with Precor Spinner® Chrono bikes and SPINPower® educated instructors can then teach using power zones, offering an even more in-depth workout, ensuring members are always seeing their progression.”

Chris Phillips
"A one-size-fits-all solution isn’t the answer for indoor cycling; operators must segment their offering to be successful. Attraction, retention and referral rates will be much higher if the timetable reflects the range of people who could benefit from indoor cycling" Chris Phillips, DataHub
Group cycling: the knowledge

• The social value generated by group cycling throughout the UK was £24,200,581 from Feb 2018 to Jan 2019

• The number of group cycling sessions increased by 8 per cent from February 2018 to January 2019

• Globally, 29 per cent of millennial exercisers are either currently participating in indoor cycling group exercise, or are considering it

• Virtual cycling currently accounts for a small proportion of overall group cycling activity. It has experienced bigger fluctuations in participation than indoor cycling

• Wednesday is the most popular day to participate in group cycling

• 9am and 6pm are the most popular times for classes

• Early morning sessions are a preference for people in the older age groups

• Across all ages, group cycling participation has decreased slightly – by 2.2 per cent – in the past 24 months

• Females account for almost three quarters of group cycling participation (73 per cent)

• Group cycling loses popularity in the month of December but picks up again swiftly in January. Its popularity remains relatively constant from May to November

• The highest participating age group is age 45-49 (15 per cent), followed closely by 50-54 (13 per cent). The spread across remaining age groups is even

1. Moving Communities Report http://research.ukactive.com/movingcommunities2018/

2. This analysis is looked at 645 sites which have consistently sent data for the time period of February 2017 to January 2019. The whole analysis has included Indoor Cycling, Spinning and Virtual Cycling.

Kevin Cornils
"Our classes allow exercisers to take sessions in their own time with no intimidation factor. Peloton brings studio-style group cycling home, so people can access the motivation, power and intensity anytime, anywhere" - Kevin Cornils
Home workout bike supplier Peloton live streams classes from gyms and studios
Home workout bike supplier Peloton live streams classes from gyms and studios
Les Mills’ The Trip combines the group cycling buzz with cinema-quality visuals
Les Mills’ The Trip combines the group cycling buzz with cinema-quality visuals
US brand Peloton will open a London production studio in 2020 to broadcast its workout content
US brand Peloton will open a London production studio in 2020 to broadcast its workout content
Almost 30 per cent of millennial exercisers either take part in or are considering group-ex cycling
Almost 30 per cent of millennial exercisers either take part in or are considering group-ex cycling
http://www.leisureopportunities.com/images/imagesX/30590_523290.jpg
Indoor cycling has grown exponentially in the past few years. We analyse the data on who’s most engaged and when
Latest News
Thrive Global, the wellness and behaviour change tech firm founded by Arianna Huffington, has acquired ...
Latest News
Regular exercise is highly beneficial for all patients with cardiovascular disease regardless of age. A ...
Latest News
London-based project management outfit LXA has designed a 2,000sq ft (186sq m) boxing gym close ...
Latest News
The number of UK adults classed as physically active has increased by 1 million in ...
Latest News
Australian health club operator Viva Leisure has acquired eight Healthworks Fitness Centres in the state ...
Latest News
The physical activity economy is now a US$828bn (€752bn, £655bn) market – and its value ...
Latest News
UK-based architects Invisible Studio, founded by Piers Taylor, have designed a 150sq m (1,600sq ft) ...
Latest News
Boutique fitness operator The Foundry, which offers free and subsidised classes for those on state ...
Latest News
Real estate developers are increasingly looking to tap into the "great opportunities" being offered by ...
Latest News
The outgoing chief medical officer, professor Dame Sally Davies, has called for urgent action across ...
Latest News
A health and wellbeing club which combines exercise and physical activity classes with mental and ...
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: The secrets to designing a stand-out fitness studio
The design and construction of a group fitness or exercise studio can have a big impact on the success of your gym.
Featured supplier news
Featured supplier: Crown Sports Lockers to launch sector first at IHS 2019
Crown Sports Locker will launch a waterproof locker that will open the door to facilities demanding a sustainable solution for wet changing areas.
Opinion
promotion
An ever-increasing number of Brits are engaging in sporting events, setting themselves goals and looking to increase their fitness levels....
Opinion: Dr Crionna Tobin on nutritional training for PTs and fitness experts
As an industry, we still underestimate the power of a truly varied fitness regime - and the growing appetite for it, especially among emerging customer segments.
Opinion: Collaboration vs aggregation - what’s the difference?
Company profiles
Company profile: Jordan Fitness
Jordan Fitness have been at the forefront of premium gym design, with a strong reputation ...
Company profiles
Company profile: Ecore
Ecore transforms reclaimed materials into unique performance surfaces that make people’s lives better. Ecore has ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Wearable technology solutions
MyZone: Wearable technology solutions
Trade associations
International SPA Association - iSPA: Trade associations
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Exercise equipment
Matrix Fitness: Exercise equipment
Management software
GymSales: Management software
Governing body
EMD UK: Governing body
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Skincare
Sothys: Skincare
Direct debit solutions
Harlands Group: Direct debit solutions
Member access schemes
Move GB: Member access schemes
Property & Tenders
Kirklees Active Leisure
Property & Tenders
Diary dates
15-18 Oct 2019
Gran Via Exhibition Centre, Barcelona, Spain
Diary dates
28-30 Oct 2019
Hotel Royal Savoy, Lausanne, Switzerland
Diary dates
30-31 Oct 2019
NEC, Birmingham, United Kingdom
Diary dates
05-08 Nov 2019
Koelnmesse, Cologne, Germany
Diary dates
21-22 Nov 2019
JW Marriott Miami Turnberry Resort, Aventura,
Diary dates
29 Nov 2019
The King’s Fund, London, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
23-25 Mar 2020
Hilton, Barcelona, Spain
Diary dates
10-27 Jun 2020
tbc, Pinggu, China
Diary dates
17-18 Jun 2020
ExCeL London, London, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
Les Mills
Les Mills