Democratizing strength training: The golden opportunity for club growth

Fitness has never been more in demand— and members are hungry for new ways to get their fix. Global stats show the at-home workout era has given way to rising demand for in-person fitness, fueled by the community, amenities, and expertise that only clubs can offer.

The latest European Health and Fitness report shows the proportion of active Europeans regularly visiting fitness clubs increased from 34% in January 2022 to 51% in January 2025, while at-home fitness declined from 65% to 51% over the same period. In the US, Health and Fitness Association (HFA) tracking shows foot traffic to fitness facilities was up 3.5% in the first half of 2025, with average visit frequency per month also up 1.4%. These figures highlight that current members are more engaged, while new users are flooding the market. The shift in consumer habits, coupled with fitness having a cultural moment among younger generations, indicates a renewed appreciation for the power of collective, in-person movement.

But when workouts become predictable, motivation can quickly fade. With nearly half of all active consumers working out 12 times a month, variety is no longer a perk; it’s essential to keeping members engaged and loyal. Now is a golden opportunity for operators to secure a whole new generation of members by offering an in-club experience that stretches their abilities with community-centric workouts that support their goals. And goals continue to be driven by an unrelenting demand for strength. In the UK, improving or maintaining physical strength was the leading motivation for taking out a gym membership as of April 2025, while in the US, building muscle was the top health goal for the third consecutive year, and strength training was the most in-demand workout.

So what specifically are members looking for?

With strength training, diverse workouts, and community-building experiences all in demand, Les Mills is launching BODYPUMP HEAVY™ – an addictive new program designed to help clubs capitalize on the thriving strength training category. Wherever your members are on their strength journey, BODYPUMP HEAVY meets them there. Beginners can start light, learn great form and technique, and build at their own speed, guided by expert Les Mills-certified instructors. Experienced lifters can break through plateaus and get even stronger. No matter what the starting point, it’s lifting designed to energize your studio by leaving members strong, confident and addicted to the feeling.

How does BODYPUMP HEAVY differ from BODYPUMP™?

The simple, slow movements with long recoveries between sets mean members are neither racing to the beat, nor falling behind. Backed by the science of BODYPUMP – the world’s most loved strength class for over 30 years – BODYPUMP HEAVY makes safe, effective traditional weightlifting accessible to everyone.

While BODYPUMP builds strength endurance and lean muscle growth using the Rep Effect (over 1,000 reps in a single class) and a broad mix of the hottest new sounds, BODYPUMP HEAVY takes the proven psychology of group training and combines it with slower weightlifting. Your members focus on the same foundational lifts, but the slower speeds and recoveries allow for increased focus on technique and the ability to lift heavier. It’s tempo-based weightlifting that switches on your members’ metabolic engine to build lean muscle like nothing else.

The latest addition to the Les Mills strength offering, BODYPUMP HEAVY is a turn-key solution that will muscle up your strength offering, boost club capacity, and build community. It will enable you to make safe, effective weightlifting accessible to more members - strengthening your retention and driving referrals.

The program has been rigorously tested in the Les Mills New Zealand (LMNZ) gym estate with compelling results:

• 82% of participants are highly likely to recommend BODYPUMP HEAVY to their friends
• 80% of participants are highly likely to continue doing BODYPUMP HEAVY
• 79% of participants expressed total or very high satisfaction with the quality of the program

Khiran Huston, one of the creators of BODYPUMP HEAVY explains: “Lifting weights is dominating as the most sought-after mode of training for current and next generation gym goers.”

“The idea of lifting heavy to music is something that Phillip and Jackie Mills have always been passionate about. By creating BODYPUMP HEAVY, Phillip and Jackie knew we could bring the benefits of heavier lifts into the group fitness space and make strength training accessible to everyone.”

Geena Pannett, LMNZ National Group Fitness Manager and one of the creatives behind BODYPUMP HEAVY adds: “We've been trialing BODYPUMP HEAVY at our Auckland City club for a couple of months and it’s been a hit. Regulars love having the option to move at a slower pace, where there's no pressure to move on the beat, but there's the opportunity to be driven by the beat.”

“It’s been particularly popular with men, who are inherently hard to get into the studio. We have many members who just come to the gym floor (and tend to associate group training with a certain stereotype).”

“For these people, BODYPUMP HEAVY is a perfect segue into the studio – they don't feel pressure to move on the beat, there are no complex moves, and it’s similar to what they’re doing down on the gym floor, but more motivating. BODYPUMP HEAVY is also proving to be popular with new members. It gives them a place to learn, they can get their head around basic lifting techniques without paying for a personal trainer or facing the intimidation of heading out to the gym floor by themselves.”