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Latest news

Fitness First ramps up Les Mills partnership

More investment from Justin Musgrove as he refreshes Fitness First UK
Three limited edition Les Mills programmes are being rolled out across 13 sites
This follows exclusive partnership with Keiser to supply indoor bikes
We're proudly adopting the latest class innovations, enabling us to provide Fitness First members with the very best in group exercise
– Justin Musgrove, CEO, Fitness First UK
Credit: Leejam/Justin Musgrove

Justin Musgrove, CEO of Fitness First UK, has made another tactical move, launching three Les Mills Limited Edition Collection programmes across 13 of the company's health clubs.

“Fitness First is a long-term partner of Les Mills," said Musgrove. "We're proudly adopting the latest class innovations, enabling us to provide Fitness First members with the very best in group exercise.”

The three new programmes – Les Mills Shapes, Les Mills Strength Development and Les Mills Functional Strength – make up a suite of science-backed, strength and sculpt workouts.

Strength Development builds strength in phases based on strength and conditioning science; Functional Strength draws inspiration from sports conditioning and performance training to create a challenging strength workout and Shapes blends Pilates, barre and power yoga for an on-trend workout.

To mark the new class additions onto Fitness First timetables, the team at Fitness First Cottons in London hosted a launch event with Les Mills international trainer and presenters, Anthony Oxford, Jordan McCulloch, Julia Kidze and Nasreen Merouane.

With Musgrove, at the helm, Fitness First is rebuilding following a restructure last June after a court case saved the chain from liquidation.

Founded by Mike Balfour in 1993, Fitness First was once the UK’s largest chain and, at its height, had 360 clubs around the world. By July 2023 it was down to 36 sites in the UK. In Germany, it is still a successful part of the Life Fit Group, while the brand also continues in some parts of APAC.

Musgrove took over as CEO at Fitness First UK in Q3 last year, having just returned from the Middle East, where he was CEO of Leejam, Kun Investment Holdings and Core Life. Prior to this, he oversaw a £50 million refresh at Bannatyne.

Earlier this year he announced an exclusive partnership with Keiser, to supply M3i Studio indoor cycling bikes across all its locations. Cycling has its own categorisation within Fitness First’s group exercise proposition – alongside cardio, strength, fight and mind-body – and accounts for 21 per cent of group exercise bookings.

Responding to reports that indoor cycling numbers are in decline, Musgrove says: “Although we’re experiencing a slight decline in bookings, I wouldn’t necessarily put that down to cycle class interest across the board. Members and guests are so much more educated now and understand the vast variety of cycle classes available and expect more.

“We recognise that members require variety – shorter duration, longer duration, interval-based, set structures, freestyle structures, visual support, performance metrics and ‘party on a bike’, to name but a few.

“We’ve also noticed a desire for more data-driven classes: tracking performance, real-time feedback and progress analysis. Hosting sessions to educate members about the value of data driven training is improving fitness outcomes and retaining members.”

Justin Musgrove will be a keynote speaker at the HCM Summit on 24 October at London's QEII Centre.

Find out more about the event and speaker lineup and book your ticket here to take advantage of the limited super earlybird rate.

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Latest news

Fitness First ramps up Les Mills partnership

More investment from Justin Musgrove as he refreshes Fitness First UK
Three limited edition Les Mills programmes are being rolled out across 13 sites
This follows exclusive partnership with Keiser to supply indoor bikes
We're proudly adopting the latest class innovations, enabling us to provide Fitness First members with the very best in group exercise
– Justin Musgrove, CEO, Fitness First UK
Credit: Leejam/Justin Musgrove

Justin Musgrove, CEO of Fitness First UK, has made another tactical move, launching three Les Mills Limited Edition Collection programmes across 13 of the company's health clubs.

“Fitness First is a long-term partner of Les Mills," said Musgrove. "We're proudly adopting the latest class innovations, enabling us to provide Fitness First members with the very best in group exercise.”

The three new programmes – Les Mills Shapes, Les Mills Strength Development and Les Mills Functional Strength – make up a suite of science-backed, strength and sculpt workouts.

Strength Development builds strength in phases based on strength and conditioning science; Functional Strength draws inspiration from sports conditioning and performance training to create a challenging strength workout and Shapes blends Pilates, barre and power yoga for an on-trend workout.

To mark the new class additions onto Fitness First timetables, the team at Fitness First Cottons in London hosted a launch event with Les Mills international trainer and presenters, Anthony Oxford, Jordan McCulloch, Julia Kidze and Nasreen Merouane.

With Musgrove, at the helm, Fitness First is rebuilding following a restructure last June after a court case saved the chain from liquidation.

Founded by Mike Balfour in 1993, Fitness First was once the UK’s largest chain and, at its height, had 360 clubs around the world. By July 2023 it was down to 36 sites in the UK. In Germany, it is still a successful part of the Life Fit Group, while the brand also continues in some parts of APAC.

Musgrove took over as CEO at Fitness First UK in Q3 last year, having just returned from the Middle East, where he was CEO of Leejam, Kun Investment Holdings and Core Life. Prior to this, he oversaw a £50 million refresh at Bannatyne.

Earlier this year he announced an exclusive partnership with Keiser, to supply M3i Studio indoor cycling bikes across all its locations. Cycling has its own categorisation within Fitness First’s group exercise proposition – alongside cardio, strength, fight and mind-body – and accounts for 21 per cent of group exercise bookings.

Responding to reports that indoor cycling numbers are in decline, Musgrove says: “Although we’re experiencing a slight decline in bookings, I wouldn’t necessarily put that down to cycle class interest across the board. Members and guests are so much more educated now and understand the vast variety of cycle classes available and expect more.

“We recognise that members require variety – shorter duration, longer duration, interval-based, set structures, freestyle structures, visual support, performance metrics and ‘party on a bike’, to name but a few.

“We’ve also noticed a desire for more data-driven classes: tracking performance, real-time feedback and progress analysis. Hosting sessions to educate members about the value of data driven training is improving fitness outcomes and retaining members.”

Justin Musgrove will be a keynote speaker at the HCM Summit on 24 October at London's QEII Centre.

Find out more about the event and speaker lineup and book your ticket here to take advantage of the limited super earlybird rate.

Related news

Les Mills refreshes its top team and gears up for new workout launches

21 Feb 2024
Les Mills has been through a senior management refresh following the recent departure of CEO ...
Related features

Insight: Brand power

Health Club Management 2024 issue 2
Which health and fitness operators have the greatest brand awareness among consumers? Liz Terry reports on the latest insights from Kantar

Latest news

Belgian retail giant, Colruyt Group, is challenging the status quo of the fitness industry in
According to a year-long study, offering financial incentives to people to encourage them to lose
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The Health & Fitness Association (formerly IHRSA) has announced Singapore-based attorney and international industry advocate,
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HCM promotional features
Sponsored
Technogym has helped us transform the gym into a world-class space that reflects our ethos of combining performance and community
HCM promotional features
Sponsored
Sustainability in the fitness industry is coming on in leaps and bounds as more operators refurbish their gym equipment to save money and the planet
HCM promotional features
Sponsored
Life Fitness has reimagined cardio with the launch of its Symbio line which has been designed with advanced biomechanics and offers deep levels of customisation
HCM promotional features
Sponsored
At the heart of the Sydney Swans new headquarters in Australia is an elite player-focused training facility by strength equipment specialist BLK BOX
HCM promotional features
Sponsored
We all know we need to stand more. Now an exciting new partnership between Physical and Teca Fitness expands this thinking into UK gyms and beyond
HCM promotional features
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Coaching workshops from Keith Smith and Adam Daniel have been designed to empower your team and transform your service
HCM promotional features
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HCM promotional features
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Operators, prepare to revolutionise the way members connect with personal trainers in your club, with the ground-breaking Brawn platform.
HCM promotional features
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Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Zoom Media press release: Zoom Media UK partners with Your Personal Training to expand rewards platform to PT clients
Zoom Media UK, the leading provider of digital media solutions for fitness facilities, is announcing an exciting new partnership with Your Personal Training (YPT), the UK’s foremost Personal Training brand. This collaboration marks the first time Zoom’s rewards platform will be directly available to the clients of YPT trainers, offering unique incentives to enhance client engagement and retention.
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ABC Trainerize press release: How RockBox Fitness is energizing members with fitness challenges powered by ABC Trainerize
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Directory
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TechnoAlpin SpA: Snowroom
Spa software
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Wyndham® Lake Buena Vista Disney Springs™ Resort, Lake Buena Vista, United States
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20-22 Sep 2024
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