Level Up Your Launches

#1 Jazz up the studio

‍Even a modest budget can transform your studio into a space that pops. Here are simple ideas for your club to bring events to life:

• Throw on some colored gels or bring in disco lights to bring that party energy.
• Take it to the next level with a short-throw projector, turning your back wall into a tropical paradise, a sunset beach, a futuristic cityscape or whatever theme you’re going for.
• Bring in props like mini palm trees, fake snow, cardboard cutouts or funky decorations to create that wow factor.
• Want to go all out? Add a scent diffuser, strobe lights, and smoke to really set the mood.
• Offer free drinks and snacks (great for those members doing back-to-back classes!). Local businesses might even provide free samples.
• And seriously, crank up that music – make it LOUD and electric!

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‍Launching with Impact

Laury Dennis, Fitness Director, Raintree Athletic Club, Fort Collins, Colorado (US)

“At Raintree Athletic Club, we host quarterly Les Mills launches – two soft and two large, themed events. The big ones feature coordinated Instructor outfits, themed décor, and interactive elements like trivia or prize draws. After class, we gather in our café for socials ranging from brunch and Bloody Marys to BBQs and pancake breakfasts. We’ve even taken classes outdoors for extra energy and visibility.

A highlight is our annual New Year’s Eve BODYCOMBAT™ Challenge – a two-hour, high-energy, team-taught class that’s always packed. We open launches to non-members and encourage members to bring friends, generating strong word-of-mouth and new interest.

Everything ties back to our purpose: to inspire growth and impact lives."

‍#2 Capture and share

‍Launches are your golden ticket to creating killer social content that spreads the hype far and wide.

• Get a staff member to film clips – chances are, signs will be on the doors letting everyone know they might be filmed.
• Set up a notepad for people to write down their social media handles so you can tag them later. Don’t forget to display your social media handles, as well as your club’s, so your members can share and tag back.
• Snap a big group photo at the end or create a fun photo zone where everyone can get their best poses in.
• Use free tools like Canva to add fun frames with #LesMillsLaunch for photos people will want to share.  For video, free apps like CapCut and KineMaster make it easy to edit a slick video together. You can then use those assets to promote future launch parties.

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Smile for the camera

Budi Ariyadi, who teaches BODYCOMBAT™ and BODYJAM™ at The Gymbox Kuching, Malaysia, goes the extra mile by creating a physical postcard for his members.

From Yorkshire to New Zealand – 20,000km of Community Spirit

Zoe Murray, Group Exercise Development Manager, Harrogate site of Harrogate and Knaresborough Leisure and Wellbeing Hubs (UK)

"In January 2025, we kicked off with a fantastic Les Mills quarterly launch across the Harrogate and Knaresborough sites. The event attracted new and existing members to try new releases and take part in pop-up challenges with prizes.

At the end of March, we ran our THE TRIP™ 40 launch, challenging members to cycle 20,000km – the distance to Les Mills’ home in New Zealand. Members logged their distances in ‘THE TRIP Passports’, with volunteer cyclists adding miles on reception bikes, plus contributions from our Pedal for Parkinson’s group. One lucky participant with a completed passport won a free year’s membership.

This challenge engaged a broad range of members beyond just regular cyclists and was a huge success."

‍#3 Theme it

‍A killer theme takes your launch from “fun” to “unforgettable.”

• Go seasonal: Winter Wonderland, Summer Beach Party, or Halloween Spooktacular – and encourage your crew to dress the part.
• Ride the pop culture wave: base it on a hit movie, TV series, or even a major sports event.
• Celebrate local pride: your city’s festival, sports team, or a big anniversary.
• Get members hyped early by running a social media poll to pick the theme – the more involved they are, the more likely they’ll show up in style.

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“The best day the club has ever had”

At Cirencester Leisure Centre (UK), managed by Freedom Leisure, the team is seeing an average of six new member sign-ups following each Les Mills quarterly launch event.

Paula Watson, Healthy Communities Manager for Gloucester and Cotswolds, said:

“A milestone for Cirencester Leisure Centre was our first-ever official Les Mills quarterly launch event, headlined by National Les Mills Presenter Jared Zaphet during our Open Weekend. The energy was electric; some members even described it as ‘the best day the club has ever had.’”

#4 Open doors

‍If club management is on board, this is the perfect time to throw your doors wide open!

• Encourage members to bring a friend for free – with brand-new choreo, everyone’s starting from the same spot, so newbies won’t feel behind.
• Remind the nervous ones about SMART START – it’s the perfect on-ramp for anyone who’s been eyeing your class but hasn’t yet taken the plunge.

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From Teasers to Loyal Members

Mel Tempest, Owner, Genesis Health and Fitness Ballarat (Australia) & Ignite Fitness Business Solutions

"Some clubs avoid events due to perceived low ROI, but it can be measured through social media engagement, new inquiries, trial passes redeemed, and community goodwill.

Events directly boost retention and loyalty, with members talking for weeks and referring friends.

Our marketing combines social media with in-club screens and treadmill ads to catch casual visitors’ attention. We center events on our members, creating a domino effect – the more inclusive the marketing, the greater the foot traffic."

‍#5 A change of scene

If your club has a larger budget, consider taking your launch events outside of the usual setting.

• Book an outdoor stage or a local park and crank the energy so the whole area feels it.
• If the timing is right, partner with festivals or community events to show the area just how fun Les Mills can be.
• Yes, it costs more for a stage and sound system – but the payoff? Huge exposure, more people moving, and way more potential members.

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Stage Appeal

Adam Popowski-Wilkinson, Village Gym Manchester Bury (UK)

"At Village Gym Manchester Bury, launches are a big deal. As part of a hotel, we move most classes into a large conference suite, renting a stage, lights, and professional sound for an elevated experience. This also boosts capacity from 20 in the studio to around 50. We invite guest Instructors, encourage members to bring friends on free day passes, and provide protein samples, fruit platters, and more to keep everyone energized.

Our recent launches have included fun twists like BODYCOMBAT vs BODYATTACK™ battles, Instructor mash-ups, and 'most requested' playlists. These events always spark a membership boost, with members trying new classes for weeks after. They’re also a great way to build demand for new programs. For example, before fully launching LES MILLS SHAPES™, we ran two launch weekends of taster sessions, ensuring a strong start."