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press release: Les Mills UK

Les Mills launches new programming to unleash the next generation of club members

28 Feb 2023
LES MILLS Strength Development provides innovative group training for clubs to deliver the results, strength and empowerment that younger generations crave / Les Mills
Les Mills has unveiled pioneering new programming to help clubs attract and engage the next generation of members.

LES MILLS Strength Development is an innovative approach to group training designed to meet Gen Z demand for highly-motivating fitness experiences that bring results, strength and empowerment.

Gen Z and Millennials now make up over 80% of all gymgoers, yet many operators still struggle to engage their younger members with group workouts that keep them committed to their club.

With strength training recently crowned the world’s most popular workout, Strength Development progresses through the three key three strength training protocols, helping participants achieve strength gains, increased power, and enhanced athleticism.

“Strength Development is all about helping people to get stronger, build confidence and master technique,” says Erin Maw, Program Director of 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 Strength Development, we’re innovating once more to redefine fitness for the next generation of club members.”

Powered by science, 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.

The 12-week Village trial found:

• 95% of participants would continue attending Strength Development classes

• 96% of participants would recommend Strength Development to someone else

• 98% of participants were satisfied with the quality of Instruction they received

• 100% of Instructors were likely to continue teaching Strength Development

Ben Edwards, National Health & Fitness Manager for Village Gyms, said: “The process from induction to launch of Strength Development was smooth and seamless, while the results were really impressive.

“We achieved a 95% average occupancy at our best performing club, despite trying some unusual timeslots. There’s nothing like 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 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 that clubs need to start winning with younger members, including 12 x 45-minute progressive workouts, Instructor Training, bang-on-trend music and marketing support.

The program will be followed by further Gen Z-focused workouts currently being perfected in the Les Mills Living Lab, which will roll out during 2023 and beyond.

Find out more about the programme here
More press releases and updates from Les Mills UK:
Saudi Arabia’s largest club chain to offer world-leading Les Mills workouts across 151 sites, with plans to roll out across its women’s clubs from August 2022.
The UK has spent most of the year in lockdown but finally, clubs are beginning to see their fitness communities open back up, with indoor group exercise not far behind.
Les Mills UK: news from HCMmag.com and FitTechGlobal.com
Les Mills has released Les Mills XR Dance for the Meta Quest 3 headset. The release is the company's second collaboration with XR (extended reality) gaming specialist Odder’s, following on from Les Mills XR Bodycombat which won Meta Quest’s Best App award in 2022.
Clive Ormerod will stand down from his role as Group CEO of Les Mills at the end of 2023.
Les Mills has launched a new low-impact, strength-based workout programme inspired by Pilates, barre and power yoga.
Gen Z will have a bigger impact on the global fitness market than any generation before them, according to a new report from Les Mills.
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More than 5,000 exercisers turned out for Les Mills Live London recently, making it one of the largest group exercise events ever staged.
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Periods are sometimes viewed as taboo, but with menstruation proven to have a powerful impact on exercise, it’s time the fitness industry got comfortable with the conversation finds Kath Hudson
Special report: Strength revolution
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A landmark report finds clubs can unlock growth by engaging Gen Z. So how should operators shape strategies to meet their needs? Jak Phillips investigates
Industry insights: Predictions
Time are tough but tough times bring out the best in us. Kath Hudson asks some of the world’s top industry experts where they see the glimpses of blue sky
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Les Mills UK
Address: 1, Alie Street , London, E1 8DE, United Kingdom
Martin Franklin, Les Mills CEO, Europe
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Les Mills UK press release: Les Mills launches new programming to unleash the next generation of club members
Les Mills has unveiled pioneering new programming to help clubs attract and engage the next generation of members.
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press release: Les Mills UK

Les Mills launches new programming to unleash the next generation of club members

28 Feb 2023
LES MILLS Strength Development provides innovative group training for clubs to deliver the results, strength and empowerment that younger generations crave / Les Mills
Les Mills has unveiled pioneering new programming to help clubs attract and engage the next generation of members.

LES MILLS Strength Development is an innovative approach to group training designed to meet Gen Z demand for highly-motivating fitness experiences that bring results, strength and empowerment.

Gen Z and Millennials now make up over 80% of all gymgoers, yet many operators still struggle to engage their younger members with group workouts that keep them committed to their club.

With strength training recently crowned the world’s most popular workout, Strength Development progresses through the three key three strength training protocols, helping participants achieve strength gains, increased power, and enhanced athleticism.

“Strength Development is all about helping people to get stronger, build confidence and master technique,” says Erin Maw, Program Director of 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 Strength Development, we’re innovating once more to redefine fitness for the next generation of club members.”

Powered by science, 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.

The 12-week Village trial found:

• 95% of participants would continue attending Strength Development classes

• 96% of participants would recommend Strength Development to someone else

• 98% of participants were satisfied with the quality of Instruction they received

• 100% of Instructors were likely to continue teaching Strength Development

Ben Edwards, National Health & Fitness Manager for Village Gyms, said: “The process from induction to launch of Strength Development was smooth and seamless, while the results were really impressive.

“We achieved a 95% average occupancy at our best performing club, despite trying some unusual timeslots. There’s nothing like 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 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 that clubs need to start winning with younger members, including 12 x 45-minute progressive workouts, Instructor Training, bang-on-trend music and marketing support.

The program will be followed by further Gen Z-focused workouts currently being perfected in the Les Mills Living Lab, which will roll out during 2023 and beyond.

Find out more about the programme here
More press releases and updates from Les Mills UK:
Saudi Arabia’s largest club chain to offer world-leading Les Mills workouts across 151 sites, with plans to roll out across its women’s clubs from August 2022.
The UK has spent most of the year in lockdown but finally, clubs are beginning to see their fitness communities open back up, with indoor group exercise not far behind.
Les Mills UK: news from HCMmag.com and FitTechGlobal.com
Les Mills has released Les Mills XR Dance for the Meta Quest 3 headset. The release is the company's second collaboration with XR (extended reality) gaming specialist Odder’s, following on from Les Mills XR Bodycombat which won Meta Quest’s Best App award in 2022.
Clive Ormerod will stand down from his role as Group CEO of Les Mills at the end of 2023.
Les Mills has launched a new low-impact, strength-based workout programme inspired by Pilates, barre and power yoga.
Gen Z will have a bigger impact on the global fitness market than any generation before them, according to a new report from Les Mills.
Employers within the fitness and physical activity sector could do more when it comes to ensuring their workforces have the support they need to deal with mental health issues.
More than 5,000 exercisers turned out for Les Mills Live London recently, making it one of the largest group exercise events ever staged.
Les Mills UK: featured in HCM and Fit Tech magazines
Kath Hudson talks to industry experts from around the world about their key takeaways from last year and their hopes for 2024
Periods are sometimes viewed as taboo, but with menstruation proven to have a powerful impact on exercise, it’s time the fitness industry got comfortable with the conversation finds Kath Hudson
Special report: Strength revolution
Strength training is booming, in part due to various government’s guidelines that recommend it for all ages, with new offerings coming in the form of hardware, tech and programming, as Steph Eaves reports
A landmark report finds clubs can unlock growth by engaging Gen Z. So how should operators shape strategies to meet their needs? Jak Phillips investigates
Industry insights: Predictions
Time are tough but tough times bring out the best in us. Kath Hudson asks some of the world’s top industry experts where they see the glimpses of blue sky
Partnership: Joining forces
Les Mills and Adidas are combining their 300m-strong global tribes of consumers to explore growth opportunities that will benefit the health club market, as Clive Ormerod and Aimee Arana explain
Les Mills UK
Address: 1, Alie Street , London, E1 8DE, United Kingdom
Martin Franklin, Les Mills CEO, Europe
Les Mills UK video gallery:
Key personnel
Martin Franklin, Les Mills CEO, Europe
Key customers
Les Mills works with a wide range of clubs and facilities across the UK and Ireland, from the independent sector, local authorities, universities, corporate wellness providers, budget and boutiques.
Plans for the next 12 months
Les Mills will continue to be focused on supporting all club partners to make their fastest way back to full membership with confidence, bringing live group fitness and digital experiences onto the menu. There’s a huge opportunity to engage with new members: 63 percent of Les Mills+ users are interested in trying a live class.

We are continuing to invest in our instructors with our commitment to training and ongoing development. This includes offering instructors a multitude of platforms to learn from as well as the new launched Les Mills Qualifi cations which recognises progression in teaching and enables instructors to achieve mastery in the art of group fitness.

We are also constantly innovating and working on ways to enhance programming and raise the bar. Our Les Mills clubs in New Zealand serve as our ‘living lab’ where we have several exciting pilots running to road-test new programs.

In an industry as trend-driven as the fitness sector, it’s vital to keep pace with changing consumer preferences so we’re always working on the next big thing that’s going to keep our club partners ahead of the curve.
Testimonial
“Member feedback [on Les Mills On Demand] has been phenomenal both from regular group exercisers, but also from those that have never done it before, giving them the confidence to come and try a live class when we re-open.”
– Peter Wilkinson, National Sales and Marketing Manager, Bannatyne Group
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