The world’s first permanent IMMERSIVE FITNESS™ studio is now officially opening at 24 Hour Fitness Super-Sport in Santa Monica, Los Angeles on Saturday, November 22.
IMMERSIVE FITNESS™ is an experience that projects cinema-quality video content onto the screen of a purpose-built studio, while instructors cue exercise moves to synchronize perfectly with music and graphics. Global media and fitness lovers got a first taste of IMMERSIVE FITNESS™ when Reebok and Les Mills took ‘The Project’ on a pop-up studio tour through six European cities in the summer of 2014.
The IMMERSIVE FITNESS™ studio at 24 Hour Fitness Super-Sport in Santa Monica will open to the public with a 35-minute cycle experience - ‘THE TRIP™’, which gives riders the sensation of riding up steep glaciers, sprinting around digital velodromes and cruising into peaceful sunsets. Two new immersive cycle workouts will follow in January 2015.
Pure Fitness in Hong Kong will open the first permanent three-walled, 270 degree IMMERSIVE FITNESS™ studio from early 2015.
CMG Sports (France) and David Lloyd Leisure (London) have also confirmed they will open permanent studios early in the New Year.
The benefit of training in an immersive environment is the heightened sense of anticipation and reward. Riders get such a visceral sensation they often lean forward into descents and push sideways around corners. By suspending belief, people stop thinking about the duration of the workout and push themselves further.
When Les Mills and Reebok first unveiled the IMMERSIVE FITNESS™ experience as ‘The Project’ in London Sport-locker.net described it as: “A fitness experience that completely blew our mind.” Huffington Post journalist Sarah Wagland simply declared: “It really is the future of fitness.”
“After seeing the response to this concept in Europe we are excited to see this vision becoming a reality for fitness lovers in Los Angeles, Hong Kong and Paris,” says Les Mills International Chief Executive Phillip Mills. “IMMERSIVE FITNESS™ reaffirms our commitment to delivering cutting-edge fitness experiences.”
Creative Director Les Mills Jnr says he’s excited to take IMMERSIVE FITNESS™ to the world. “Given the amazing response to our concept tour in Europe, I can’t wait to see it permanently in California.”
Reebok President Matt O’Toole says the club launch of IMMERSIVE FITNESS™ is proof that Reebok and Les Mills are perfect partners to bring a whole new level of studio fitness experiences to the world.
“Reebok and Les Mills started this partnership 18 months ago with a vision to re-invigorate studio fitness. We received a tremendous response from the European tour this year and taking it permanently to multiple markets is only just the beginning.”
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About Les Mills
Les Mills International Limited is the creator of 13 global group fitness and team training programs, including BODYPUMP™ (weights), BODYCOMBAT™ (martial arts), RPM™ (indoor cycling), LES MILLS GRIT™ (30-minute high intensity interval training) and the BORN TO MOVE™ series movement to music for toddlers through to teens. Every week millions build their fitness working out with Les Mills. Independent research shows that those attending LES MILLS™ classes come to their club at least two times more each week than others and 94% are likely to refer a friend.
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Reebok International Ltd., headquartered in Canton, MA, USA, is a leading worldwide designer, marketer and distributor of fitness and lifestyle footwear, apparel and equipment. An American-inspired global brand, Reebok is a pioneer in the sporting goods industry with a rich and storied heritage in running, training and fitness. Reebok is committed to helping consumers fulfil their potential and be “fit for life.” Reebok develops products, technologies and programming which enable consumers to live a healthy lifestyle and have fun doing it. Reebok connects with the fitness consumer wherever they are and however they choose to stay fit – whether it’s training, running, walking, dance, yoga or aerobics. Reebok Classics leverages the brand’s fitness heritage and represents the roots of the brand in the sports lifestyle market. A subsidiary of the adidas Group, Reebok operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. Reebok is the exclusive outfitter of CrossFit and the Reebok CrossFit Games, the official title sponsor of the Reebok Spartan Race, and exclusive apparel provider for Les Mills.
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