INDUSTRY VIEWS
GROW YOUR CLUB WITH ACTIONABLE INSIGHTS ATTRACT AND RETAIN WITH STUDIO-LED SOLUTIONS Group exercise is undergoing a rebirth, as the category evolves to appeal to new audiences with exciting new formats. Les Mills is leading the revolution by helping clubs secure the next generation of members, with increased lifetime value. Discover how your club can win in the New Age of Group Training. Every decade or so, studio innovations come along that completely change the game. Often, it’s a product or style of training but when it transforms the entire category, that’s when things get really exciting. Modern consumers – particularly Gen Z – are experiencing unprecedented levels of isolation, and demand for live fitness experiences is at an all-time high. Clubs have a huge opportunity to turbocharge growth by leaning on the most engaging elements of the club – especially the studio. Class participants attend more frequently, have a higher lifetime value and refer more friends to your club. But the old rules of group exercise no longer apply. New consumers coming into fitness are blighted by conflicting interests – they crave community but need help finding it and getting started. How can operators bridge the gap and help modern consumers by supporting their need for guidance and new ways to work out together? Enter Group Training – where the best of traditional group exercise (community, motivation, results) is blended with new innovations, including added personalisation, fresh music and movement patterns, dynamic environments and frictionless instructor recruitment journeys. We’re in the motivation business – and we never stop striving to create better experiences to keep members coming back. This is why we’re innovating our Les Mills program offering to usher in the New Age of Group Training. Our new group training concepts are designed to attract fresh faces into the studio. Whether that’s because they’re laser-focused on the lure of the squat rack, or they simply haven’t found the right program for them, the New Age of Group Training reframes the whole concept of what group training looks like to die-hard gym floor fans. The path from the gym floor to the studio is paved with gold. Are you ready to boost lifetime value by helping more members make the journey from gym floor to studio? If you’re looking for support with how to get started driving growth in your club, visit the Les Mills Insights Hub and check out our Growth Guide and other free resources.
THE 360 ° SOLUTION
The path from the gym floor to the studio is paved with gold MARTIN FRANKLIN CEO – Europe, Les Mills
FOR YOUR CLUB
YOUR SUCCESS IS OUR BUSINESS – LET’S TALK.
At LES MILLS, we obsess about creating fitness experiences people fall in love with – making exercise more motivating and more enjoyable. That’s why everything we do is designed to get members through your doors and keep them coming back. With over 55 years of experience, Les Mills is here to help you build scalable group training success - ultimately driving more profit. Explore a partnership that provides you with industry-leading solutions: science-backed workouts, thousands of world-class instructors Omnifitness options, expert consultation, and more.
FIND OUT MORE: lesmills.com/uk
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STATE OF THE UK FITNESS INDUSTRY REPORT 2025
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