Winning in the new age of fitness: Top 8 takeaways from IHRSA 2021
Les Mills hosted an exclusive ‘Winning in the new age of fitness’ workshop at IHRSA 2021 for leading club operators, drawing on insights from the 2021 Global Fitness Report to chart the path to a successful year ahead. Here are the top 8 takeaways from the session.
1. THE LIVE REVIVAL
After a year of enforced home workouts, most members can’t wait to get back to live workouts in their club, with clubs around the world reporting class occupancy at 120% of pre-pandemic levels. Live classes in-club are twice as popular as livestreamed classes at home. Dial-up your live class schedule to cater to the two-thirds of members who prefer working out in groups.
2. KEEP IT SOCIAL
Consumers are seeking personal connections with brands and like-minded peers so they can once again feel part of a tangible community. Enhance the social experience – through group workouts, friendly staff, and club events – to re-engage members and win new ones.
3. ROCKSTARS RAISE THE ROOF
Great Instructors are 2.5 times more likely to win member referrals and have a central role in delivering your club’s social experiences, mixing hard and soft skills to bring enjoyment and results. Consider the added contribution rock stars can make to your marketing, onboarding, and member engagement.
4. THE AGE OF OMNICHANNEL
We’ve entered the age of omnichannel fitness, with 80% of members planning to continue using digital workouts post-pandemic. Apple, Google and Amazon are making digital fitness moves, but clubs remain uniquely placed to meet consumer demand for a 60:40 blend between live and digital workouts. Combine digital with live workouts to provide an omnichannel offering that will give you the edge over digital-only rivals.
5. CONTENT 2.0
Nailing omnichannel requires operators to ensure their digital experience matches the standards set when people visit their facilities. 86% of GX participants choose to do branded classes, with the quality of music, choreography and Instructor cited as key factors. In a world of endless quantity, quality has never been more vital. Ensure your club’s offering is world-class to keep people coming back and paying.
6. DIGITAL DRIVES LIVE GROWTH
The ability to reach beyond your existing membership and attract fresh faces into facilities will be key to your long-term growth. Consider how your digital offerings can drive new leads and prospects in the bustling beginner segment. Bring your authentic club experience into homes to reach groups who wouldn’t typically visit your club. This will help them build their fitness skills and confidence at home, before graduating them into your facility.
7. BUILDING UP BEGINNERS
With the potential for an influx of new members into your club as the pandemic eases, a smooth onboarding program is paramount to keeping them. The numbers show that friendly staff and social offerings like GX classes have a key role to play in helping beginners to feel welcome. Consider how your team can use SMART START principles to help them acclimatize to your club, building workout frequency and intensity step-by-step.
8. MOTIVATION MATTERS
Lockdown has brought great progress in the range of options for people to stay active at home, but people join clubs because lack of motivation is their biggest single barrier to working out more. Research shows having intrinsic goals helps members stay longer and exercise more frequently, so consider how best to set your members up for success. Dial-up the motivation and demonstrate results to win your share of the growing fitness market.
The Future of Fitness Is Here
WellFit on Ultimate Group Fitness Solution
How your club can smash the New Year sales rush
The January peak can make or break a club’s sales figures and set the tone for the year. But with fitness competition now fiercer than ever, how can clubs stand out from the crowd, while staying true to their brand and current members? Here are 7 key plays.
Winning in the new age of fitness: Top 8 takeaways from IHRSA 2021
Les Mills hosted an exclusive ‘Winning in the new age of fitness’ workshop at IHRSA 2021 for leading club operators, drawing on insights from the 2021 Global Fitness Report to chart the path to a successful year ahead. Here are the top 8 takeaways from the session.
WellFit on The Evolution of Fitness with Les Mills
The Evolution of Fitness with Les Mills
How your club can beat the boutiques
How your club can beat the boutiques
This marketing hack helps clubs win more members – and keep them
Article explaining how content from Les Mills can serve as a marketing hack to help clubs win more members and keep them
Landmark report offers solutions to industry’s recruitment challenges
One of the most pressing issues facing club operators is attracting the next generation of group training Instructors. A new report sets out to tackle misconceptions and provide an actionable blueprint for operators to recruit up-and-coming talent.
How your club can capitalise on the boom in workplace wellness
Article explaining how clubs can capitalise on the boom in workplace wellness
How to perfect your cycling
Drive customers to your cycle class like their life depends on it! Check out our tips on how to keep your members coming back for more online here!
The new rules of Fight Club: everyone’s talking about it
Trend article explaining why everyone’s talking about combat classes and martial arts workouts
BODYBALANCE 100: Inspire your club’s members with an epic event
As BODYBALANCE reaches its 100th release, Les Mills has created a bulletproof blueprint for inspiring events to help clubs create impact across both members and prospects.
West Wood launch THE TRIP
Check out the launch of our new immersive cycle class in Dublin - The Trip. Experience a new way to workout with a class near you at Les Mills today!
Studio Superstars – Hazel Davies
Studio Superstar and Les Mills instructor Hazel Davies shares the secrets of her success
New research reveals most undervalued resource in a gym
Whitepaper looking at how clubs undervalue group fitness Instructors and how they can work more closely together to enhance member experience
How to reap the rewards of the September fitness surge
Always a key month in the club calendar, macroeconomic factors mean this September could be crucial for accelerating recoveries and setting a platform for long-term success. But with fitness competition now fiercer than ever, how can clubs stand out from the crowd, while staying true to their brand and current members? Here are 8 key plays.
How to nail new member onboarding
Often overlooked, a smooth onboarding process can spell the difference between losing new members after just two months, or setting them up for years of success. Drawing from the latest science and industry insights, here are 6 top tips for transforming your retention rate with a world-class onboarding program.
.webp)
The Student-centric gym that's a smash HIIT with GEN Z
King's College London improve gym member experience with Les Mills GRIT
Club of the Month February: West Wood Club Westmanstown, Ireland
West Wood Club Westmanstown is dedicated to delivering exceptional member experiences by supporting the growth of its instructors and staying at the forefront of fitness innovation.
Haven Point South Tyneside Case Study
Les Mills Virtual increases member retention and class attendance for Haven Point
Video: Martin Seibold on how clubs can win with circuit training in 2025
LifeFit Group CEO Martin Seibold explains how his clubs are leaning into the red-hot circuit training trend by leveraging LES MILLS CEREMONY™ to excite members and 'redefine' the gym floor.
Infographic: The anatomy of Gen Z
Gen Z represent a key battleground for club operators, but engaging them remains a challenge. So what do they want from a fitness experience? And how can clubs leverage these insights to win with this vital demographic? Let’s take a look.
Entire team through group fitness training
Case study on how to use GFM to grow your group fitness numbers
Mudo Gym Ulsrud – case study on launching group fitness at a martial art and gym-oriented club
Mudo Gym Ulsrud – case study on launching group fitness at a martial art and gym-oriented club
The club with a bullet-proof member acquisition strategy
The club with a bullet-proof member acquisition strategy
25 years since BODYPUMP was launched in the Nordic region, what has happened since then?
It’s been 25 years since BODYPUMP was introduced to the Nordic market and a lot has happened since then. That's why we took the opportunity to ask Per-Anders Dagborn to share his story since he was involved in the launch of the concept and Les Mills in the Nordics.
Video: 7 tips for the perfect program launch
Video looking at how clubs can successfully launch new workouts
Infographic: How to spot your next Instructor in club
Inforgraphic looking at how clubs can identify new Instructor talent in their club
7 steps to build a future-ready Instructor team
Article looking at how clubs can grow and retain their Instructor team
Global Spotlight - Great Sankey Neighbourhood Hub
Great Sankey Neighbourhood Hub has made group exercise a central pillar of its recent £16m redevelopment, and is already reaping the rewards
Infographic: Impact of a great Instructor
Arguably the single biggest factor in the success of your club, rockstar Instructors have the ability to send your membership numbers soaring. But what makes them so effective?
Democratizing strength training: The golden opportunity for club growth
Article looking at how clubs can generate growth with BODYPUMP HEAVY
Top boutique designer shares blueprint for a successful cycle studio
Interview with Barbara Chancey for how to design a knockout fitness studio experience
The most effective way to differentiate your club
Case study-based article looking at the most effective way to differentiate your club
Strength Development Launches in Finland
LES MILLS Strength Development is the first of a brand-new series of innovative group workouts that meet how the next generation of members want to work out. Strength Development was recently launched in Finland. Learn more about this new program, what is the education like, how it is to teach and what are the benefits for the members.
Hebburn Central BODYCOMBAT launch packs a punch by increasing class occupancy 10%
Hebburn Central BODYCOMBAT launch packs a punch by increasing class occupancy 10%
5 ways to win Gen Z gym members by hacking influencer culture
Social media influencer culture is a massive driver of Gen Z purchasing decisions – particularly when it comes to fitness. Here’s how your facility can tap into Gen Z’s love of influencers to win new followers – and members.
Your own fitness app: Move together, grow together
Your club can be the go-to solution for hybrid fitness that customers are looking for. Classes, home workouts, live streaming, or on-demand are a safe path to increasing your members' retention, engagement, and lifetime value. Move is the professional fitness app with expert content that you can present in your own branding.
Village Gyms taps into strength training trend to turbocharge member attendance and engagement
Case study article explaining how launch of LES MILLS Strength Development sees Village Gyms achieved up to 95% average class occupancy, while over half of participants increased their overall club attendance.
Omnichannel fitness: The innovative YMCA taking workouts to the masses
At a time when many operators are edging away from digital and gearing back up for live workouts, Greater Philadelphia YMCA is doubling down on its digital platform to reach wider into the community. The Association’s senior team outline their bold strategy to become a true omnichannel fitness provider.
Group workouts: How to raise revenues and reward Instructors
Few in fitness would argue that great group fitness Instructors don’t deserve better pay, but finding the budget to reward them remains a major headache for health clubs. We look at five positive steps clubs can take to unlock the extra cash that can safeguard star performers and attract new talent.
BRING THE BOUTIQUE EXPERIENCE TO YOUR GYM
How can traditional gyms stay competitive in a world of boutique fitness studios? Niklas Bohlin from Nordic Wellness reveals how implementing innovative concepts like LES MILLS CONQUER can transform gym spaces, enhance profitability, and attract new audiences - all while delivering exceptional member experiences.
7 ways to raise revenue through your club’s studio
A well-executed group training strategy could be the difference between a good year and a great one for your facility’s bottom line. Here are seven simple steps for driving additional revenue through group training.
Why don’t the world’s biggest chains create all their own programming?
Why the world’s biggest gym chains don’t create all their own workouts
Secrets of success: 80-club Swedish chain STC
Interview with the owners of Swedish health club chain STC about how their business is growing by encouraging staff to learn
Marketing to Millennials on Social Media
How Health Clubs Should be Marketing to Millennials and Gen-Z on Social Media
.webp)
How to recruit rockstars
Nothing will transform the success of your facility like a team of great group fitness instructors. So where do you find them, and how do you make them want to work for you?
LES MILLS Strength Development - a new series of innovative workouts launched at Nordic Wellness
LES MILLS Strength Development - a new series of innovative workouts launched at Nordic Wellness
Investing in Group Training: How ACTIC Strengthens Engagement and Retention with Les Mills
Group training has always been a core part of ACTIC’s offering, and its importance continues to grow. With a strong commitment to delivering high-quality fitness experiences, ACTIC has expanded its group training presence significantly, ensuring that members feel engaged, motivated, and part of a thriving community.
.webp)
Video: How will the club market evolve in the next few years?
Video about how the club market will evolve in the next few years
Les Mills BODYSTEP - LIBERATED & ALIVE
Les Mills BODYSTEP - LIBERATED & ALIVE
8 key fitness trends for clubs in 2024
Article looking at 8 key fitness trends for clubs in 2024
West Wood Clontarf – The cycle studio that never sleeps
West Wood Clontarf Health Club – The cycle studio that never sleeps
Post-lockdown: Research reveals the new member mindset
Article outlining new research on how clubs will face new challenges to their operating model post-lockdown
.webp)
Infographic: Mapping the untapped market
Gen Z are the largest generation ever and new research reveals that half of them are ready to start exercising. So how can clubs win with this untapped market? And what barriers must they break down to help Gen Z through the front door?
Can live and virtual classes ever co-exist?
Is the rise of virtual fitness threatening live classes?
How world-leading club owners are winning with Virtual
Is virtual fitness really worth the hype? Leading club owners give their take
Group workout guru reveals 7 top tips for building an awesome Instructor team
Famed for its fun-filled classes and wealth of world-class Instructors, New Jersey’s HealthQuest is a permanent fixture in the Top 100 US Health Clubs list. Group Fitness Director Linda Romaine shares her top 7 tips for how to find great Instructors and create a winning culture that keeps them inspired.
Video: Which area of your club drives the biggest returns?
Video looking at how a club's floor plan can optimize revenue and efficiency
.webp)
How this YMCA grew membership 88% after introducing Virtual classes
Going 24/7 and introducing Virtual classes has been a game-changer for Gisborne YMCA. Membership has almost doubled for their Les Mills Membership, Virtual classes now account for a quarter of all visits to classes, while at the same time live class attendance has jumped 50%. Group Fitness Manager Frauke Nieschmidt shares the secrets to their success.
Freedom Leisure is inspiring young people to get moving – and the results are seriously impressive
Case study looking at how Freedom Leisure is inspiring young people to get moving
Why research underpins our every move
Why research underpins our every move
M&M Fitness Clubs Stand Out with high-quality design and branding
M&M Fitness Clubs Stand Out with high-quality design and branding
Emma Barry on how outside sectors will help shape the future of fitness
Group fitness legend Emma Barry explains why trends from outside industries will transform fitness over the next decade.
Coronavirus: How social media is keeping fitness fans connected
Article by Les Mills Head of Content and Social Media Chris Asahara on how social media is keeping fitness fans connected during Coronavirus
“As sticky as your favorite Netflix series.” How The Edge Fitness Clubs is filling studios with on-trend strength programming
Case study article explaining how The Edge Fitness Clubs launched LES MILLS Strength Development and the success it's achieved.
.webp)
Studio Superstars – Eve and Tyler Lawrence
Studio Superstars and Les Mills instructors Eve and Tyler Lawrence share the secrets of their success
The Gold’s Gyms embracing Omnifitness to drive growth and attract younger members
Case study article explaining how Gold's Gym Newburgh and Middletown in New York are embracing innovation to stay ahead.
Movements
Movements is an independently owned “non-traditional gym” in the town of Market Harborough, Leicestershire, with an offering of over 40+ group training classes per week including Signature Programmes like BODYPUMP, BODYCOMBAT, LES MILLS GRIT.
GFM – The go to education for Successful Group Fitness
Group Fitness Management – The go to education for Successful Group Fitness
Digital workouts – and 7 other ways to drive revenue through group fitness
Far from being a cost center, a solid group fitness set-up can be the backbone of your club and a major driver of revenue. Here are eight simple steps to turn your group fitness offering into a profit powerhouse.
How to transform lives and heal communities through group fitness
Article on how Studio Superstar Daren Darby transforms lives through group fitness
Support member gains with the new step that elevates every class
Article looking at the new SmartStep
Salt Ayre
Salt Ayre Leisure Centre in Lancaster is delivering on its promise of inclusive, community-driven fitness for all. Most recently, the centre has been harnessing the power of group training to drive impressive results. Thanks to a series of Les Mills quarterly launch events, the club has seen a 20% increase in regular class attendance and a 25% uplift in member retention compared to the previous year.
The Jubilee Sports Centre
The Jubilee Sports Centre at University of Southampton is delivering on its mission to make fitness, sports, and wellness accessible for everyone. By fully embracing omnifitness, the club supports students to train between lectures or whenever suits their lifestyle best.
Scandinavian Training Center Invests in Children – Inspiring to an Active Life
STC's creating an active lifestyle for all ages with LES MILLS BORN TO MOVE.
Ecosport Moldova - Making People Happy
Ecosport Fitness Club in Chisinau, Moldova was opened 26 years ago. It is a fitness club, focused on building a fitness club culture in a country where it virtually does not exist. Their mission is to make people happier and healthier.
Active North Yorkshire - Harrogate and Knaresborough Leisure
Club of the Month August: Active North Yorkshire, Harrogate and Knaresborough Leisure
Video: Phillip Mills on Group Training trends
Phillip Mills shares the latest group training trends from NZ clubs
.webp)
West Wood clubs increases attendance by 30% with industry gold standard education
Case study looking at how West Wood Clubs increased attendance by 30% after taking the GFM course
How To Lead Your Club Through A Crisis
Case study looking at how fitness legend Carrie Kepple has led clubs through a crisis
6 steps to give your club a boutique boost
Legendary operator Jaci Griffin shares 6 key learnings from building a boutique within her mid-market club to kickstart a strong COVID recovery.
Win young people by helping ease their stress
Article about how clubs can win young people by helping ease their stress
Will dance be a key growth driver for clubs in 2024?
A social media sensation with plenty of cultural cachet, dance fitness appears to be getting its groove back. We look at 4 areas where dance could be a key driver of club growth in 2024.
Why home fitness is the next frontier for your club
West Wood clubs increases attendance by 30% with industry gold standard education
Why the next big thing in fitness needn't cost a fortune
Video: How to convert PTs to group training Instructors
Wellness Wrapped: Fresh research reveals the 2025 member mindset
This bold new gym concept wants to democratize boutique fitness
US operator CLUB4 explains how to transform your timetable with on-trend innovation
The legends who shaped the modern fitness industry
The secrets to creating a great group fitness Instructor
The untapped market: How clubs can grab their share
The secret to boosting new member attendance 200% this January
The surprising stories behind the birth of modern fitness equipment
