press release: Les Mills UK
Gold company profile | Les Mills UK
PRESS RELEASE
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 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
LES MILLS Strength Development provides innovative group training for clubs to deliver the results, strength and empowerment that younger generations crave / Les Mills
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Les Mills UK
Tel: 0207 264 0200
Email: [email protected]
Address:
We Work, 1 Poultry ,
London,
EC2R 8EJ,
United Kingdom
Martin Franklin, Les Mills CEO, Europe
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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 with live
group fitness and digital experiences.
There’s a huge opportunity to engage with Generation Active through our new innovative group training programmes and boutique offering with 'Les Mills Conquer and Ceremony', which will remove the barriers to group fitness for nearly a fifth of all members, resulting in increased participation and engagement and driving activity beyond the studio to the gym floor.
We changed the game by combining yoga and music to create the category’s biggest programme, Bodybalance – delivered in 15,000 clubs around the world and now we’re innovating once more to help club’s grab a bigger slice of the booming mind/body category and attract the next generation of club members.
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 which recognises progression in teaching and enables instructors to achieve mastery in the art of group fitness.
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.
There’s a huge opportunity to engage with Generation Active through our new innovative group training programmes and boutique offering with 'Les Mills Conquer and Ceremony', which will remove the barriers to group fitness for nearly a fifth of all members, resulting in increased participation and engagement and driving activity beyond the studio to the gym floor.
We changed the game by combining yoga and music to create the category’s biggest programme, Bodybalance – delivered in 15,000 clubs around the world and now we’re innovating once more to help club’s grab a bigger slice of the booming mind/body category and attract the next generation of club members.
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 which recognises progression in teaching and enables instructors to achieve mastery in the art of group fitness.
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
– Peter Wilkinson, national sales and marketing manager, Bannatyne Group
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