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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Promotional feature: Les Mills

Off to a smart start

Published in Health Club Management 2015 issue 7
Members love the sociability of a Les Mills class
Members love the sociability of a Les Mills class
Using a brand can push up attendance and membership numbers if it’s used correctly

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

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Members love the sociability of a Les Mills class
Members love the sociability of a Les Mills class
The Les Mills programme greatly boosts staff morale
The Les Mills programme greatly boosts staff morale
The Les Mills programme greatly boosts staff morale
The Les Mills programme greatly boosts staff morale
https://www.leisureopportunities.co.uk/images/937212_632205.jpg
Les Mills licensed facilities have 500 more members per club than the global average, says new research
Les Mills,Les Mills
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features

Promotional feature: Les Mills

Off to a smart start

Published in Health Club Management 2015 issue 7
Members love the sociability of a Les Mills class
Members love the sociability of a Les Mills class
Using a brand can push up attendance and membership numbers if it’s used correctly

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

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Members love the sociability of a Les Mills class
Members love the sociability of a Les Mills class
The Les Mills programme greatly boosts staff morale
The Les Mills programme greatly boosts staff morale
The Les Mills programme greatly boosts staff morale
The Les Mills programme greatly boosts staff morale
https://www.leisureopportunities.co.uk/images/937212_632205.jpg
Les Mills licensed facilities have 500 more members per club than the global average, says new research
Les Mills,Les Mills
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The government needs to urgently set out its plans to support physical activity and fitness ...
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Glofox will begin offering health clubs, gyms and fitness studios instant access to financing, following ...
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Hong Kong-based Bricks Group has revealed plans to launch its health club chain, U Time, ...
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A £30m luxury leisure development scheme which has been more than a decade in the ...
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Apple has previewed its much-awaited watchOS 8, the operating system for its Apple Watch. The ...
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Chinese health club chain Supermonkey has finalised a series E funding round, valuing the company ...
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While much of the fitness industry has reopened its doors across the UK over the past weeks, many members are yet to return.
Opinion: Re-engaging your post-lockdown absent members
Featured supplier news
Featured supplier news: Celebrating the return of group exercise – Les Mills to host free ‘Fastest Way Back’ livestream event for the industry
Last month (May) saw the welcomed return of group exercise classes. Group exercise is the heartbeat for so many clubs, with in-studio and instructor-led live experiences at the pinnacle.
Featured supplier news
Featured supplier news: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Featured operators news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
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Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
Company profiles
Company profile: Fisikal Limited
Fisikal helps fitness professionals, operators and education organisations improve efficiencies and service through its online ...
Company profiles
Company profile: FIBO Global Fitness
FIBO Global Fitness is the leading international trade show for fitness, wellness & health....
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
fibodo Limited: Management software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Trade associations
International SPA Association - iSPA: Trade associations
Wearable technology solutions
MyZone: Wearable technology solutions
Exercise equipment
Power Plate: Exercise equipment
Skincare
Comfort Zone - Davines S.p.A: Skincare
Salt therapy products
Saltability: Salt therapy products
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Architects/designers
Zynk Design Consultants: Architects/designers
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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