Les Mills Unlocks the Power of Pilates to Help Clubs Reach Gen Z at Pace

Pilates being popular isn’t exactly a secret anymore — but few are addressing the market for it with a stronger approach than Les Mills

If you haven’t recognized the fitness community’s recent interest in Pilates, you might be living under a rock or yet to be convinced of its power. Les Mills, the international fitness brand, stands in the firmly convinced camp, having recently launched its own take on the modality —  Les Mills Pilates.

“The decision to create a Pilates program was easy,” said Sean Turner, Les Mills CEO. “Its star power is huge right now.”

By infusing classes with fresh sounds and high-intensity movements, Les Mills Pilates delivers the highly sought-after exercise format in a modern way. Not only does it target the vital Gen Z audience, but also bodily wellness to ensure a dynamic experience.

Growing with Gen Z

Les Mills Pilates features high-energy music led by upbeat trainers to establish a fresh workout experience, playing into the brand’s overarching goals. After putting the class through extensive  testing, the brand curated a workout that caters to Gen Z’s love of training that delivers on social bonds and thrilling exercise experiences.

“All the research indicates that Gen Z has an insatiable appetite for new fitness experiences — they’re keen to try as many different workouts as they can,” said Turner. “By blending the best of the old with the best of the new, we think we’ve tapped into that appetite, giving them a workout that feels familiar, but with some very modern twists.”

Gen Z’s interest, coupled with Les Mills Pilates’ low entry barrier, also makes the new class an easy and profitable addition to any gym or studio. All that’s required is a mat — and even that isn’t totally necessary. According to Les Mills, 55% of Gen Z takes part in this Mat Pilates format. Other consumer research also revealed it to be the most popular workout of 2023 — with bookings up 92% year-over-year.

“We wanted to create a program that could help clubs take this huge trend to the masses in a way that didn’t require them to invest heavily in expensive equipment or redesign their studios,” said Turner. “All you need for Les Mills Pilates is a mat – and even that is optional.”

The Mind-Body Dynamic

Most Pilates experiences focus primarily on flexibility, posture and balance. Les Mills Pilates is also unique in how it takes things beyond those basic elements of the exercise. Thanks to the  emphasis on breathwork and its generally upbeat nature, participants become more body-conscious and enhance their recovery.

The program has shown signs of improving participants’ performance in other workouts as well. Les Mills Pilates essentially triggers a chain reaction of healthy consequences that tap several areas of the body.

“Initial feedback from participants has been great,” said Turner. “They’ve told us they’re gaining a deeper body awareness thanks to the breathwork element of the workout, and it’s making a big difference to their other workouts, too. We’ve had participants share that it’s helping with everything from cycle training to lifting weights, thanks to the improvements in core strength”

Trainers at the Ready

With any rapidly increasing demand, upping the supply rate to meet it becomes difficult. Pilates is no different. When Les Mills prepared itself for the Pilates boom from a content standpoint it also did so from a staffing one.

Becoming a Les Mills Pilates instructor is a swift process with fewer steps than a small ladder. Potential trainers first sign up online before undergoing a half-day “intense and inspirational” training process. Once that level is passed, candidates submit a final assessment video.

“Pilates is one of the most popular fitness genres, but Pilates certifications can take a long time to work through,” said Turner. “By training to teach LES MILLS PILATES, you can fast-track your learning – focusing on the key elements of Pilates alongside the LES MILLS approach to safe and effective exercise.”

With the brand’s Limited Edition collection, a series of science-backed workout programs built around up-and-coming fitness trends, Les Mills Pilates trainers are also brought up to speed on new Pilates trends in an efficient manner.

“Our Limited Edition collection training is our fastest route to certification ever,” said Turner.” It will set you up with a comprehensive toolbox and you’ll be at the forefront of one of the hottest trends.”

From there, it’s all in the hands of the trainer, as they’re left with the opportunity to run classes to the beat of their own drum, still with all the Les Mills tools at their disposal.

“Once you’re teaching, you’ll love the autonomy as you can pick and mix the tracks from within the workouts,” Turner added.

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