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
More press releases and updates from Les Mills UK:
Zing Coach, the leading AI-powered fitness platform, today announced a partnership with Les
Mills, the global leader in group training, bringing Les Mills’ iconic group training
programs directly into the Zing Coach experience.
Partnership sees two iconic brands with shared heritage and purpose bring together world-
class training and engineering to create better fitness experiences for every body.
The new, three-year agreement reinforces commitment to innovation, member engagement, and
instructor development across Nuffield Health clubs.
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
Fitness platform, Zing Coach, has teamed up with Les Mills, in a partnership that gives its users
access to group workouts, through its proprietary AI model.
Hyrox, is joining forces with Les Mills, to offer bespoke training programmes to get gym-goers
race ready for Hyrox events as Official Group Training Programme Parter for Hyrox.
HCM NEWS: Wellfit announces flagship Abu Dhabi gym
Wellfit has announced the launch of a flagship location at Reem Hall in Abu Dhabi.
A report from UK Active and Les Mills has found that 43 per cent of adults are
failing to meet
the Chief Medical Officer’s strength guidelines.
HCM NEWS: Health and humanity are major consumer motivators, finds Les Mills 2026 Global Fitness Report
Some 10,000 consumers across five continents have been questioned about their fitness habits
for the 2026 Global Fitness Report commissioned by Les Mills, revealing interesting insights
about consumer behaviour.
Charitable social enterprise, GLL has launched an enhanced digital health and wellbeing
platform on its Better_uk App, called Live Better.
Les Mills UK: featured in HCM and Fit Tech magazines
Industry insight: The great rewiring
Longevity has become the driving force underpinning everything
in the fitness industry and its influence is only likely to build.
CEO of Trouble Global, Emma Barry reports on how to be future-ready
Fitness Foresight: HCM Fitness trends
Kath Hudson and Liz Terry take a look at the top trends impacting the industry in 2026-27
Specifier: Making space
Designing multi-functional
spaces can lead to
fewer bottlenecks at
peak times. Julie Cramer
investigates the latest kit
and inspiring installations
HCM People: Phillip Mills
The Les Mills partnership with Hyrox is something I'm personally really excited about
Insight: Health and humanity
With the majority of consumers now regular
exercisers, insight commissioned by Les Mills
highlights what inspires and motivates
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
HCM SUMMIT
Watch Phillip Mills, Founder, Les Mills International, speak at HCM Summit 2024
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 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
Search news, features & products:
Find a supplier:
