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Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

features

Special Report: World United

World United is a brand new global campaign designed to help clubs reactivate paused members, attract new ones and celebrate the return of fitness. HCM gets a briefing from Jak Phillips

Published in Health Club Management 2020 issue 7
The World United campaign offers operators free marketing materials and advice
The World United campaign offers operators free marketing materials and advice
In the UK, World United will serve as the kick-off event to a series of activations coordinated by ukactive, culminating in National Fitness Day on September 23

Like all the best things in life, fitness is an experience best shared with others, so, after a period when members have been isolated from friends, family and familiar faces, World United, a new global festival of fitness, promises to kickstart the sector’s COVID-19 recovery.

Tell us more...
The World United campaign has been designed to support the global fitness industry in reactivating paused members and attracting new ones.

The campaign has been conceived and created by Les Mills, but the company has withheld its branding from all campaign materials, so that operators can use it on a white label basis, for the benefit of the wider fitness community.

The campaign is also the third and final phase of Les Mills’ recovery support package for its club partners, to help turbocharge their relaunch and drive member re-engagement.

World United will peak from Saturday 19 September 2020 onwards, with a synchronised global launch of live and online fitness events involving tens of thousands of fitness facilities and trainers.

Why should we get involved?
Health is one of the world’s number one priorities, so it’s no surprise that in most markets, 75 per cent of people plan to spend more on fitness and sport.

With this in mind, World United has been conceived as a business accelerator for gyms and health clubs, designed to support their relaunch strategies by re-engaging existing members and attracting new ones.

Launch activations will play a strong role in motivating members to attend more often, dialing up the fun factor and offering a strong PR hook to generate added buzz and publicity around participating clubs.

How can we get involved?
Both clubs and instructors are invited to join the celebration by hosting their own special launch activations or community open days (or weekends) to re-engage paused members and attract new ones.

Clubs are recommended to structure launch activations around a schedule of free workouts, group fitness classes, personal training, instructor meet-and-greets, competitions, prizes and any other ideas that will get members engaged.

In previous campaigns we’ve also seen operators incorporate live events such as fun runs and collaborations with local businesses offering healthy snacks and other types of complementary products, to add to the excitement.

In the UK, World United will serve as the kick-off event to a week-long series of activations coordinated by ukactive, culminating in National Fitness Day on September 23.

What should we tell members?
Tell them fitness is a uniting force. We’re united by our love of strength, of speed, of fitness. Clubs should tap into this and excite members by telling them they’re joining the biggest global fitness event of the year, bringing together thousands of clubs and instructors from around the world to celebrate as one.

Clubs should also make sure that members have the event date in their diaries and know how they can sign up to attend.

We know, ‘new’ and ‘free’ are two of the most powerful words in marketing. Chances are club members have friends who would also like to attend the open day, so it’s a great idea for clubs to encourage them to bring guests along and have membership and instructor teams consider the best way to convert these fresh faces into new joiners.

What support is available?
To successfully plan, promote, and prepare for World United launch activations, Les Mills has created a campaign to assist clubs, with photography and videos by world leading artists such as Carlos Serrao.

There’s no branding on this campaign. It’s designed solely to promote participating clubs.

A free online campaign hub has been created with a landing page featuring a collection of relaunch resources, as well as customisable event assets in print and digital, ready for use.

Editable templates have also been provided, so clubs can choose between images, upload their own photos or logos, and edit text fields, to build a complete and personalised campaign that aligns with their brand and supports any other relaunch activity they’re already driving.

What are the benefits of running a fitness event?
The benefits include:

• Keeping members motivated and improving retention

• Re-engaging lapsed members to prevent attrition

• Attracting new members through cost-effective referrals

• Engaging more members in group exercise – a key driver of retention

• Having an opportunity to recruit new talent to bolster your team

• Continually improving the quality of service and building a buzz in your club

• Building community and staff teamwork

What if my club is operating under capacity restrictions?
Before planning club events or launch parties, clubs should check COVID-19 safety recommendations to ensure they’ll be compliant.

Details showing how to run a live event under social distancing conditions can be found at the World United homepage, along with tips on how to make the most of livestreaming for your club.

Why is group exercise one of the elements of World United?
Research into social exercise tells us workouts are more motivating and enjoyable when we work out together, while we also get better results.
Multiple reports and post-lockdown surveys have also indicated that the social elements of the club, such as group fitness and interactions with staff, are going to be the biggest drivers of recovery.

Anyone who’s felt the electricity of a live fitness class will tell you it’s one of the most powerful and motivational workout experiences you can get.

Live classes remain one of the pinnacles of club offerings, because they’re where people come into their own, build connections and inspire participants to beat their best.

By tapping into this energy and showcasing clubs at their best, events have long been a crucial pillar of building a successful club business.

How else is Les Mills supporting the World United campaign?
September 19 will also see the release of a series of United-themed workouts from Les Mills.

This release consists of a special collection of group fitness workouts, designed specifically to re-engage fitness fans in the wake of COVID-19.

Labelled the Les Mills United Release, these workouts will not feature release numbers and were specially filmed on iPhone during lockdown, featuring 300 of the world’s top presenters.

The classes can be launched live in clubs and studios – or, for example, in outdoor spaces – by clubs’ instructor teams.

As with any new Les Mills release, the company encourages clubs’ non-Les Mills instructors to refresh the content of their classes as well.

Are there special opportunities for Les Mills customers?
With many countries still experiencing restrictions due to COVID-19, Les Mills has made it possible for clubs and instructors to stream workouts and run online fitness classes via the Les Mills livestreaming system.

The rules around a livestream class are the same as for a live class – instructors need to livestream through a club account.

More: HCMmag.com/worldunited

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
A special collection of United-themed workouts will be released
A special collection of United-themed workouts will be released
https://www.leisureopportunities.co.uk/images/2020/57638_658853.jpg
World United is a global campaign that aims to help clubs reactivate paused members by providing a schedule of events
World United, Les Mills, ukactive,fitness, recovery, covid-19
People
It felt as though we were building a new business
People
HCM people

Keith Burnet

CEO global markets, Les Mills
I wanted to do something to inspire others and encourage them to believe that no matter what age you are, anything is possible
People
We believe affordable fitness will be a very substantial part of all significant gym and fitness markets in the future
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features

Special Report: World United

World United is a brand new global campaign designed to help clubs reactivate paused members, attract new ones and celebrate the return of fitness. HCM gets a briefing from Jak Phillips

Published in Health Club Management 2020 issue 7
The World United campaign offers operators free marketing materials and advice
The World United campaign offers operators free marketing materials and advice
In the UK, World United will serve as the kick-off event to a series of activations coordinated by ukactive, culminating in National Fitness Day on September 23

Like all the best things in life, fitness is an experience best shared with others, so, after a period when members have been isolated from friends, family and familiar faces, World United, a new global festival of fitness, promises to kickstart the sector’s COVID-19 recovery.

Tell us more...
The World United campaign has been designed to support the global fitness industry in reactivating paused members and attracting new ones.

The campaign has been conceived and created by Les Mills, but the company has withheld its branding from all campaign materials, so that operators can use it on a white label basis, for the benefit of the wider fitness community.

The campaign is also the third and final phase of Les Mills’ recovery support package for its club partners, to help turbocharge their relaunch and drive member re-engagement.

World United will peak from Saturday 19 September 2020 onwards, with a synchronised global launch of live and online fitness events involving tens of thousands of fitness facilities and trainers.

Why should we get involved?
Health is one of the world’s number one priorities, so it’s no surprise that in most markets, 75 per cent of people plan to spend more on fitness and sport.

With this in mind, World United has been conceived as a business accelerator for gyms and health clubs, designed to support their relaunch strategies by re-engaging existing members and attracting new ones.

Launch activations will play a strong role in motivating members to attend more often, dialing up the fun factor and offering a strong PR hook to generate added buzz and publicity around participating clubs.

How can we get involved?
Both clubs and instructors are invited to join the celebration by hosting their own special launch activations or community open days (or weekends) to re-engage paused members and attract new ones.

Clubs are recommended to structure launch activations around a schedule of free workouts, group fitness classes, personal training, instructor meet-and-greets, competitions, prizes and any other ideas that will get members engaged.

In previous campaigns we’ve also seen operators incorporate live events such as fun runs and collaborations with local businesses offering healthy snacks and other types of complementary products, to add to the excitement.

In the UK, World United will serve as the kick-off event to a week-long series of activations coordinated by ukactive, culminating in National Fitness Day on September 23.

What should we tell members?
Tell them fitness is a uniting force. We’re united by our love of strength, of speed, of fitness. Clubs should tap into this and excite members by telling them they’re joining the biggest global fitness event of the year, bringing together thousands of clubs and instructors from around the world to celebrate as one.

Clubs should also make sure that members have the event date in their diaries and know how they can sign up to attend.

We know, ‘new’ and ‘free’ are two of the most powerful words in marketing. Chances are club members have friends who would also like to attend the open day, so it’s a great idea for clubs to encourage them to bring guests along and have membership and instructor teams consider the best way to convert these fresh faces into new joiners.

What support is available?
To successfully plan, promote, and prepare for World United launch activations, Les Mills has created a campaign to assist clubs, with photography and videos by world leading artists such as Carlos Serrao.

There’s no branding on this campaign. It’s designed solely to promote participating clubs.

A free online campaign hub has been created with a landing page featuring a collection of relaunch resources, as well as customisable event assets in print and digital, ready for use.

Editable templates have also been provided, so clubs can choose between images, upload their own photos or logos, and edit text fields, to build a complete and personalised campaign that aligns with their brand and supports any other relaunch activity they’re already driving.

What are the benefits of running a fitness event?
The benefits include:

• Keeping members motivated and improving retention

• Re-engaging lapsed members to prevent attrition

• Attracting new members through cost-effective referrals

• Engaging more members in group exercise – a key driver of retention

• Having an opportunity to recruit new talent to bolster your team

• Continually improving the quality of service and building a buzz in your club

• Building community and staff teamwork

What if my club is operating under capacity restrictions?
Before planning club events or launch parties, clubs should check COVID-19 safety recommendations to ensure they’ll be compliant.

Details showing how to run a live event under social distancing conditions can be found at the World United homepage, along with tips on how to make the most of livestreaming for your club.

Why is group exercise one of the elements of World United?
Research into social exercise tells us workouts are more motivating and enjoyable when we work out together, while we also get better results.
Multiple reports and post-lockdown surveys have also indicated that the social elements of the club, such as group fitness and interactions with staff, are going to be the biggest drivers of recovery.

Anyone who’s felt the electricity of a live fitness class will tell you it’s one of the most powerful and motivational workout experiences you can get.

Live classes remain one of the pinnacles of club offerings, because they’re where people come into their own, build connections and inspire participants to beat their best.

By tapping into this energy and showcasing clubs at their best, events have long been a crucial pillar of building a successful club business.

How else is Les Mills supporting the World United campaign?
September 19 will also see the release of a series of United-themed workouts from Les Mills.

This release consists of a special collection of group fitness workouts, designed specifically to re-engage fitness fans in the wake of COVID-19.

Labelled the Les Mills United Release, these workouts will not feature release numbers and were specially filmed on iPhone during lockdown, featuring 300 of the world’s top presenters.

The classes can be launched live in clubs and studios – or, for example, in outdoor spaces – by clubs’ instructor teams.

As with any new Les Mills release, the company encourages clubs’ non-Les Mills instructors to refresh the content of their classes as well.

Are there special opportunities for Les Mills customers?
With many countries still experiencing restrictions due to COVID-19, Les Mills has made it possible for clubs and instructors to stream workouts and run online fitness classes via the Les Mills livestreaming system.

The rules around a livestream class are the same as for a live class – instructors need to livestream through a club account.

More: HCMmag.com/worldunited

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
A special collection of United-themed workouts will be released
A special collection of United-themed workouts will be released
https://www.leisureopportunities.co.uk/images/2020/57638_658853.jpg
World United is a global campaign that aims to help clubs reactivate paused members by providing a schedule of events
World United, Les Mills, ukactive,fitness, recovery, covid-19
Latest News
Fitness tech firm JaxJox will accelerate the launch of its connected home fitness solution, InteractiveStudio, ...
Latest News
Snap Fitness has ended its agreement with its master franchisee for the UK and Ireland ...
Latest News
The UK government has provided a lengthy response to a petition which demanded that gyms ...
Latest News
Gym and health club operators in Germany are believed to be considering joint legal action ...
Latest News
The latest study into the infection rates recorded at gyms has shown that the average ...
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Europe's largest gym chain, Basic-Fit, has published its trading update for the first nine months ...
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Opinion
promotion
Our world has changed since March and together, we are learning and adapting to how this sector can continue to thrive in this COVID conscious world.
Opinion: Why fitness clubs and facilities need to evolve in a COVID-conscious world
Opinion
promotion
In a post-Covid world, member experience is more important than ever before. Your customers’ expectations have been heightened as the coronavirus continues to dominate our everyday lives.
Opinion: Why member experience is more important now than ever before
Featured supplier news
Featured supplier: Frame launches new, streamlined digital offering, powered by Fisikal
When facing lockdown restrictions, Frame successfully adapted its in-club experience to an online offering for members.
Featured supplier news
Featured supplier: Power Plate kicks off campaign to support fitness industry deliver health and wellness in one solution
Power Plate, the global leader in whole-body vibration training equipment, is encouraging its community to stay fighting fit this winter with a campaign intended to encourage comfort and confidence, as well as boosting health and wellness.
Video Gallery
Temple Gym - Nautilus Equipment
Core Health & Fitness
Temple Gym - Nautilus Equipment Read more
More videos:
Company profiles
Company profile: Incorpore Limited
Incorpore Ltd is a leading fitness and wellness company which has been successfully delivering solutions ...
Company profiles
Company profile: MoveGB
Move is the fitness marketplace connecting our partners with customers through the largest variety of ...
Supplier Showcases
Supplier showcase - Powering through
Catalogue Gallery
Click on a catalogue to view it online
Directory
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Kemitron GmbH: Hydrotherapy / spa fragrances
Design consultants
Zynk Design Consultants: Design consultants
Wearable technology solutions
MyZone: Wearable technology solutions
Red Light Therapy
 Red Light Rising: Red Light Therapy
Whole body cryotherapy
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Spa software
SpaBooker: Spa software
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Servicesport UK Limited: Independent service & maintenance
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Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
03-06 Nov 2020
Online,
Diary dates
12 Nov 2020
Virtual, United States
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
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Raffles City Convention Centre, Singapore, Singapore
Diary dates
02-04 Feb 2021
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Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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