Les Mills has created a brand new strength workout designed to engage the next generation of club members

Les Mills Srength Development provides innovative group training for clubs to enable them to deliver the results, strength and empowerment that members of the younger generations crave.

Gen Z and millennials now make up over 80 per cent of all gym goers, yet many operators still struggle to engage these younger members with group workouts that keep them committed to their club.

Les Mills Strength Development progresses through three key three strength training protocols, helping participants achieve strength gains, increased power, and enhanced athleticism.

“Les Mills Strength Development is all about helping people to get stronger, build confidence and master technique,” says Erin Maw, program director of Les Mills Strength Development and Les Mills Grit.

“We designed it specifically to meet the needs of Gen Z, bringing them a bang-on-trend workout that delivers results, while celebrating the social experience of group training in a club setting.

“Les Mills has a rich heritage of inspiring each new generation with life-changing fitness experiences. Through Les Mills Strength Development, we’re innovating once more to redefine fitness for the next generation of club members.”

Powered by science, Les Mills Strength Development has been refined through extensive global trials in the Les Mills Living Lab in New Zealand, followed by Village Gyms across the UK.

A twelve-week Village Gyms’ trial found:

• 95 per cent of participants would continue attending Les Mills Strength Development classes

• 96 per cent of participants would recommend Les Mills Strength Development to someone else

• 98 per cent of participants were satisfied with the quality of instruction they received

• 100 per cent of Instructors were likely to continue teaching Les Mills Strength Development

Ben Edwards, national health and fitness manager for Village Gyms, said: “The process from induction to launch of Les Mills Strength Development was smooth and seamless, while the results were really impressive.

“We achieved a 95 per cent average occupancy at our best performing club, despite trying some unusual timeslots. There’s nothing like Les Mills Strength Development on the market right now – it meets a red-hot trend and is a great way to attract Gen Z.

“We’re excited to continue our rollout and we see Les Mills Strength Development as a way to attract the rockstars instructors who can pull in the crowds and have a transformative impact on results.”

Les Mills Strength Development has a new model that makes it quicker for clubs to launch and easier to adapt to the needs of their timetable. The full-service solution comes with everything clubs need to start winning with younger members, including 12 x 45-minute progressive workouts, instructor training, music and marketing support.

The programme will be followed by more Gen Z workouts, which will roll out during 2023 and beyond.

More: www.hcmmag.com/LesMillsStrength