How HVLP operator EōS builds community by challenging members to lift heavy

Tell us about EōS and your member base.

Joella Hopkins, Executive Vice President of Group Fitness (JH): We’re known for our High Value. Low Price.® (HVLP) gyms, offering an accessible, premium fitness experience at an affordable price. We’re growing rapidly and we have a lot of fun. We have members of all fitness levels come through our doors, and our gyms offer an unmatched energy from the moment you walk in. For example, we have a dedicated space for influencers to create content called The Set. This is a camera-friendly space for content creators, outfitted with cutting-edge strength equipment, custom art installations and lighting curated by local artists, delivering an aesthetic fitness experience perfect for filming.

Brittney Watson, Senior Director, Marketing (BW): The environment overall is very intentional. There is literally a specific level our music is played at in the gym. It's designed that way so you feel the energy when you walk in.

JH: Ultimately, we offer something for everyone and we’re not afraid to try new things. If it doesn't work, we try something else. But it starts at the top, and group fitness has a tremendous amount of support from leadership companywide.

Why did you choose to launch STRENGTH DEVELOPMENT?

Cameron Child, District Group Fitness Manager (CC): We noticed that attendance at some of our group fitness programs had started to decline. BODYPUMP™ and BODYCOMBAT™ are steady in terms of the audience that they attract, but we’re constantly exploring new workouts and ways to engage with more members. So, when we heard about STRENGTH DEVELOPMENT, we wanted to try it to see what the response would be. We’re focusing on the new Les Mills Innovation Collection programs that are coming out because we know our audience is excited about them and we wanted to give them something new, with the added bonus of a challenge to create even more buzz.

JH: The other component is that we had a need for heavier lifting classes versus more of the high rep endurance type classes. We know that everybody wants to be strong now, everybody wants to lift weights. So, STRENGTH DEVELOPMENT filled a need.

How did the national challenge fit into your launch plans?

JH: We don't like just throwing a new class on the schedule. It’s important to make a really big splash and launch it the right way. Launching a challenge to our members created excitement and got the word out. Word spread before we even had the class on the timetable!

CC: A challenge helped create a sense of FOMO, because we scheduled STRENGTH DEVELOPMENT for a limited run. As Joella mentioned, it created buzz around meeting the demand for a heavier lifting class option. Our members are on social media and they can see what’s trending. So, STRENGTH DEVELOPMENT provided the perfect opportunity for us to showcase how we’re keeping our finger on the pulse of what our members want to see in our gyms.

Did you take an aligned approach to timetabling across clubs?

CC: There was a lot of planning with the district managers across the company – we allowed each district manager to utilize their time slots where they assessed the need to be greatest. They know their gyms the best and when STRENGTH DEVELOPMENT would be most successful. We did align on the limited-run approach, which built real anticipation among members across all our gyms.

JH: Every gym is different. The goal was to get members to hit the workout at least 2-3 times a week. So we offered workouts early morning, mid-morning, evenings and weekends so that no matter what time you can make it in, you can take the class.

What role did Instructors play?

CC: The great result of running a challenge is the opportunity to benchmark progress, and that’s where our Instructors were so influential. They explained to our members that STRENGTH DEVELOPMENT hits a 12-week rhythm and if you want to see progress, you’ve got to hit a workout every single week.

JH: Our Instructors came fully motivated. They didn't even know if we were going to offer it, but once they heard about it, they wanted to be ready – so we already had a bunch of certified Instructors by the time the launch came around!

Did you target new Instructors?

JH: We did — and as we are for all our group fitness classes, we were very diligent in the selection process. It's so important that your Instructors sit in the essence of the program you’re offering. I’m very honest in telling Instructors that they can get certified, but that doesn't guarantee that they’ll teach a program. Members need the right persona for the class. So, our Instructors audition once they get certified in order to get a time slot. We were fortunate to have quite a few Instructors that really did sit in the essence. They were actual weightlifters and were familiar with a lot of the techniques and movement patterns in STRENGTHDEVELOPMENT as a result. So that was very, very helpful.

What results have members seen?

CC: I put together a benchmark of movements that they would see progress on throughout the 12 weeks and then we retested them again at the end of the challenge and members achieved some great results! As an example, one member who could not do one push on her knees can now do 21 on her toes!

JH: As a team, our G-Fit (group fitness) team has been all about fun in 2025. If it's not going to be fun for our members or Instructors, then we're not going to do it. This competition was really fun. It built community, participants made friends and had a little healthy competition going on. They motivated each other and held each other accountable. So that was really cool.

How did they find the change to heavy lifting?

CC: We got a lot of feedback about enjoying STRENGTH DEVELOPMENT’s less-choreographed feel. Members liked that aspect of it as it offered more freedom to get used to the new movement patterns and push their limits in their own timeframe.

JH: And you can actually lift much heavier if you're going at your own pace, because maybe you only do 4 reps but you're maxing out.

Did the program attract any new demographics?

CC: We’ve definitely seen more men coming to STRENGTH DEVELOPMENT. I think they saw the workout was different and they were attracted to the premise of developing strength and lifting heavier. Our Instructors were super excited about it, so they helped build anticipation in their other classes and among their members.

How did you support the internal club buzz with marketing?

BW: We ramped things up two weeks out with marketing to get interested members to sign up for the challenge. We built a landing page and then we supported it on all channels, from e-mail and app push notifications, to social, and then of course signage throughout the gym. We took advantage of all the great assets in Marketing Studio to really bring our marketing activities to life and we leveraged our Les Mills partnership to offer branded challenge prizes for our winners, which was also great.

Member feedback from the EōS National Challenge:

“My husband and I joined the STRENGTH DEVELOPMENT challenge to educate ourselves on proper form and learn weightlifting exercises that we could eventually do on our own but we emerged a lot stronger than we expected. I can lift more weights, do more reps and still feel energized and ready for more. Showing up to these classes not only strengthened our mind and body but it also strengthened our bond as a couple. We go to the weekly sessions together, side by side, inspiring and cheering each other on. We also gained new friends that made the classes more enjoyable.” - Olga

“I'm new to workouts and have only been doing them consistently this year. When I started, I didn't know what a deadlift was. I've learned a lot. STRENGTH DEVELOPMENT was a great place to learn how to improve my form. The class has helped me close my knowledge gap. My experience in group classes in general has gone a long way to help me understand how to properly work out. The Instructor leading the class was particularly knowledgeable and helpful. These classes are beneficial to those who may be newer to training like me and also those who are experienced. Not only do I look forward to my five am workout, it's my favorite part of the day." - Jeffrey

“STRENGTH DEVELOPMENT has been essential in improving my form and helping me stay consistent in my fitness journey. My Instructor, Veronica, motivates me every class. She’s knowledgeable about proper form and technique and is the number one factor that keeps me coming back." - Cristal

“The STRENGTH DEVELOPMENT challenge has been incredible. I’ve seen significant improvements in my physical strength, gained a newfound confidence and a healthier lifestyle. Thanks to the supportive community and expert guidance at EōS Fitness, I’ve been able to push myself beyond my limits and achieve results I never thought possible.” - Camille