INDUSTRY VIEWS
PROGRAMMING FOR GEN Z INNOVATION THAT MEETS NEW CONSUMER & INSTRUCTOR NEEDS
The UK fitness sector is being shaped by key macro trends such as hybrid working and the rise of Gen Z, who combined with Millennials now account for over 80 per cent of all gym joiners. We must deliver what Gen Z wants from a fitness experience, while still catering for existing members. And what this generation craves is community and connection, guidance and coaching. They expect fitness brands to be kinder, positive and joyful, offering fitness experiences that incorporate variety, personalisation, progression and education. These are the trends to which Les Mills is responding with new programming innovations to help operators stay relevant. Now, alongside our Signature Collection – iconic programmes such as BODYPUMP™ and RPM™ – operators can also harness the power of our In-House Boutique and Limited Edition Collections. In-House Boutique brings the boutique experience into big box clubs, allowing operators to leverage this trend to enhance their existing facilities. The collection includes athletic training concept Les Mills CEREMONY™, boxing-based Les Mills CONQUER™, and immersive cycling experience Les Mills THE TRIP™. At Bannatyne Dunfermline, CEREMONY classes hit 80 per cent occupancy within three weeks, with a quarter of attendees brand new to group training. With its premium look and feel, great music, fantastic instructors and new releases every month, CEREMONY is bringing people from the busy gym floor into the studio, helping to manage footfall and boost retention. It will now be rolled out across the Bannatyne estate. Meanwhile, the Limited Edition Collection is about one-off ‘box sets’ of six to 12 workouts that respond to the very latest trends – the things Gen Z are seeing online and expecting in-club – to bring excitement to studio timetables. It includes Les Mills Strength Development™ – a progressive 12-week programme that teaches people how to strength train; Les Mills Shapes™ – a six-week programme that takes the best of pilates, barre and power yoga for a low-impact, high-intensity strength workout; and Les Mills Functional Strength™ – a workout series featuring the best of heavy compound lifting and functional strength training. Addressing Gen Z’s desire for variety and innovation, Limited Edition combines on-trend music with new ways to train, led by a coach who’s there to motivate, improve technique and deliver results. Which brings us to the needs of the new instructor workforce – also Gen Z. Investment in staff education is a very positive industry trend, but we must recognise that Gen Zs want to do things differently. Limited Edition is therefore quicker to learn: we’ve streamlined the education journey to half a day, augmented with pre- and post-learning to maintain high standards. Crucially, it’s also about the way Gen Z instructors want to teach, forging closer connections with the customer. It’s vitally important that we remember this, responding not only to new consumer needs, but also to those of the emerging workforce.
It’s vitally important that we respond not only to new consumer needs, but also to those of the emerging workforce
MARTIN FRANKLIN CEO – Europe, Les Mills
ARE YOU READY TO GIVE YOUR MEMBERS THE FUTURE OF STRENGTH? Demand for strength workouts is insatiable. It’s Gen Z’s favourite way to workout 1 and is the most-wanted training program for all age groups 2 . That’s why we’re injecting variety and challenge into the category with LES MILLS FUNCTIONAL STRENGTH ™ . Help your members take their training to the next level, with a full-body workout combining heavy compound lifting and tempo-focused supersets. Inspired by sports conditioning and performance training, FUNCTIONAL STRENGTH offers an entirely new way to strength train that builds power and improves athleticism and stability.
1 Civic Science, 2 Mindbody Classpass Lookback Report (2022)
lesmills.com/uk/limited-edition WANT TO LEARN MORE?
13
STATE OF THE UK FITNESS INDUSTRY REPORT 2024
Made with FlippingBook - Online catalogs