Les Mills Does Virtual Like No Other Fitness Brand

Les Mills is as forward-thinking as it gets when it comes to digital fitness, exploring newer and smarter avenues to help its gym partners succeed

Les Mills is no stranger to tech innovation, having already launched workout classes in the Metaverse as well as a new online platform that allows gyms to stream classes. Now, the global exercise brand is doubling down on digital, thinking differently to help gyms and studios meet new client demands in the post-pandemic fitness environment.

“As operators continue to move on from the pandemic, we’re starting to see a shift in their intentions and goals,” explained Sean Turner, CEO of Les Mills US. “They’re beginning to think about what the future of their facility could be, and how they make the leap from good to great.”

Turner says that during and in the immediate aftermath of COVID-19, “there was understandably a focus on the day-to-day operational issues, as global operators dealt with the pressures of emerging sustainably from a business-defining event like the pandemic.”

In the post-pandemic environment, “it’s about reimagining their spaces and extending their lifetime value to members by creating a workout space where they can access a full suite of options for their fitness goals,” he said.

Gyms See Tangible Gains

Les Mills is already working with big-name clubs to revamp their digital fitness strategy. The brand reports that virtual classes account for 20-25% of attendance with one YMCA partner, with virtual classes helping daily visits and live class average attendances in peak time slots increase by 50%. At the same location, membership has grown by 88%, Les Mills reports.

“Clubs using virtual cite the ability to stay competitive and relevant by giving consumers what they want as a key benefit,” said Turner. “They’re harnessing their virtual timetable to offer the flexibility modern members require, allowing them to work out when it fits into their busy schedules.”

Expand Without Increasing Your Physical Footprint

Virtual fitness also gives gyms the ability to maximize space, a benefit that can’t be ignored in today’s challenging real estate market. With the right tech, brands can create more exercise options for members, all at the tap of a touchscreen.

“Incorporating virtual in-club is a simple add-on that allows facilities to maximize the value of their real estate,” said Turner. “The functionality of studios can pivot as required with just the addition of a screen, removing the need for expensive equipment installation that limits the scope of space.”

Les Mills knows it’s only scratching the surface when it comes to the potential of tech-enhanced fitness.

“The intersection of fitness and technology has so much potential,” added Turner. “With flexible working patterns and habits now the new normal, the possibilities for operators to harness the power of tech to service their members with innovative, adaptable ways to meet their fitness needs are endless.”

Virtual, In-Person Are Better Together

While Les Mills continues to focus on its virtual offerings, it’s by no means turning a blind eye to traditional in-person fitness. For as long as members have busy, unpredictable lives, gyms will need to make both forms of exercise compelling.

“Walking the line between virtual and live fitness is essential,” noted Turner. “Members no longer choose one way to work out, so it’s important we support them to move in the way that suits them. Personal schedules vary from person to person, and it shouldn’t be a barrier to getting a great workout. Some days, they’ll be able to make it to that live class they love. On other days, work demands, or other commitments will prevent it.”

There’s also a sense that virtual fitness can serve as a less intimidating gateway to in-person classes, making the approaches complementary.

“It’s all about slowly introducing less-confident members and those new to the studio environment, in a way that works for them,” said Turner. “Virtual helps to nurture confidence by allowing participants to become familiar with the workout, the moves, the equipment – all at their own pace. Once they’ve nailed confidence, they’ll arrive at the studio primed for the live experience.”

Winning With Gen Z

Les Mills’ modern approach to fitness programming is naturally attracting Gen-Z gym-goers, a fast-growing cohort that all gyms are striving to reach. The fitness brand is also intentional in its efforts to attract Gen Z members.

Les Mills recently launched the Limited Edition Collection — a series of science-backed workout programs based on the very latest fitness trends. To inform programming for the new series,  the brand conducted the largest-ever study of  Gen Z fitness habits, supported with quantitative and qualitative insights from more than 4,000 people across the globe aged 16 to 26.

“The full-service solution comes with everything clubs need to start winning younger members, including workouts that come as a full release, half-day Instructor Training, the latest music, and full marketing support,” said Turner. “We’ve launched with strength and sculpt programs, and the Les Mills Living Lab is working on more innovations for 2024 and beyond.”

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