The university driving student Instructor growth and attendance with on-trend programming

My journey with The University of Iowa Campus started back in 2010 when the Recreation Director of Fitness invited me to teach group fitness classes on campus. At that time, I declined, as I was only interested in instructing Les Mills formats, which they didn’t yet offer.

In 2018 he reached out again to share that the university had formed a partnership with Les Mills. Although teaching on campus presented challenges, I recognized the tremendous potential for growth in expanding the university’s fitness offering. We launched with three Les Mills formats: BODYPUMP™, BODYCOMBAT™, and GRIT™.

The impact was immediate and measurable. In the year prior to introducing Les Mills, group fitness participation totaled 72,134 visits. After just one year, participation rose to 81,138 — a 12.48% increase, marking the highest recorded participation in our campus program history.

Class occupancy expanded by more than 10%, averaging 18.6 participants per class, and the part-time Instructor team grew to add a further 11 members. This success established a strong foundation for continued innovation and growth in group fitness at the University of Iowa.

Seven years later, Les Mills programs continue to thrive. BODYPUMP consistently draws the largest attendance, attracting up to 50 participants per class, depending on the timeslot, followed by BODYCOMBAT with 15–20. LES MILLS TONE™ also attracts strong engagement with 20–25 participants, and LES MILLS RPM™ also has a loyal following.

The introduction of the Innovation Collection has been a game-changer, sparking significant student interest in both participation and Instructor uptake. LES MILLS STRENGTH DEVELOPMENT™ initially resonated most with our 35+ demographic, but is now attracting more student participants, thanks in part to younger Instructors who recently became certified and also serve as university personal trainers. Their presence on the gym floor and in the studio sparks both familiarity and intrigue, encouraging members to explore everything on offer. Among the Innovation Collection workouts, LES MILLS SHAPES™ is our most popular program, consistently drawing strong engagement and positive feedback.

Les Mills–trained Instructors bring a level of quality and consistency that members love. They know what to expect when walking into a Les Mills class. As a result, their classes set the benchmark, pushing other non–Les Mills programs to raise their game and strive to keep up. The certification process emphasizes five key elements that ensure classes are safe, effective, and motivating. This structured approach makes it easy to identify the difference in delivery, energy, and participant engagement between certified Les Mills Instructors and other formats. Student Instructors value the pre-choreographed workouts because they save time and reduce the stress of programming and music selection, allowing them to focus on refining their coaching and connection skills. The Les Mills model enhances the participant experience and simplifies Instructor development, making it an efficient and scalable approach that can be successfully implemented across other university recreation programs.

Equally impactful are our long-standing Les Mills Instructors, whose expertise and professionalism set the standard for excellence. Their high-level teaching inspires both new Instructors and students, elevating the quality of every class and demonstrating what is possible with proper training and dedication. These Instructors serve as role models, showing that the same level of skill, engagement, and influence can be achieved by others, further amplifying the positive impact of the program. The professional connections and mentorship opportunities provided through Les Mills create an enduring network that fosters growth, innovation, and the replication of successful practices across other universities.

The University of Iowa’s success demonstrates that with the right training, structure, and partnership, university recreation programs can create a thriving, sustainable group fitness culture that engages both students and community members. The measurable growth in participation, Instructor development, and program diversity reflects a replicable model that other universities can adopt to elevate their fitness offerings and overall campus wellness experience.

Working with Les Mills has shown me the power of a truly supportive and structured partnership. The guidance and resources provided by Les Mills have been instrumental to the growth and success of our program. My dedicated Customer Experience Manager has been consistently available, offering guidance, answering questions, and providing personalized support whenever needed. One of the most valuable initiatives we work together on has been the University Focus Group, which meets bi-monthly and fosters collaboration across institutions. This group allows universities to share successes, discuss challenges, and exchange practical solutions, creating a community of shared learning and innovation.

Les Mills also takes care of our Instructors. At the end of each semester, our Customer Experience Manager works with Instructors and the LMUS team to assist in connecting students with facilities that offer Les Mills across the nation. Truly, a mentorship program.

The university has also experienced the value of LES MILLS EQUIPMENT for group training – we can’t live without it! While it’s a premium product with a premium price, we immediately saw the ROI. SMARTBARS keep classes on time with the quick transitions between tracks. The quality of the equipment is incomparable. Hawkeye students will not accept anything else and honestly, they don’t know how lucky they are to have it!

Looking ahead, we are committed to further strengthening our partnership with Les Mills by incorporating Les Mills Virtual at both campus facilities, providing greater flexibility for students and staff. This year, we are expanding our professional development offerings beyond the twice-annual Initial Module Trainings to include Advanced Trainings and workshops for continuing education, supporting the ongoing growth of our student Instructors.

In 2026, we plan to broaden our impact during the annual “ON IOWA” event, where the entire freshman class engages in a variety of activities during move-in week. Last August, our “ON IOWA” BODYPUMP and all other classes were completely full, demonstrating strong student interest and engagement. They LOVED the programing!

We’re always looking to the future, and considering how we can continue momentum and drive retention. We envision hosting a large-scale Les Mills event on campus – an immersive experience designed to inspire more students to embrace fitness, connect with the Les Mills community, and consider becoming certified Instructors themselves. This initiative would not only enhance student engagement, but also help cultivate the next generation of campus fitness leaders.

On a personal note, I have been a Les Mills Instructor for 20 years. From my very first training, I was convinced that Les Mills sets the standard for excellence. Having experienced all the trainings and witnessed gyms rise and fall – some that support their group fitness programs and some that don’t – I can confidently say that the University of Iowa excels in this area. I truly believe that when someone passionate and invested in the programming is leading at the top, they can cultivate and sustain the success of the program, passing its value and inspiration on to students and the next generation of Instructors.