Salt Ayre

We spoke with Sohaila Amini, Membership Experience Manager, to learn more about Salt Ayre’s recent success with Les Mills quarterly launch events and what sets them apart from other gyms.

Why you are partner of Les Mills and what brings you to the partnership?

We partner with Les Mills because it sets the gold standard for group fitness. We’re a council-run leisure centre, and our member community is made up of people of all ages, abilities and fitness levels. Les Mills workouts perfectly fit the brief for this demographic, allowing us to provide a wide range of classes that offer something for everyone.

What are some recent highlights or successes you have had in club?

Our last two quarterly release launch events created an incredible buzz across the centre! We had fully booked, packed-out classes, which attracted both existing and new members. Many people were trying a Les Mills class for the first time or even visiting Salt Ayre for the first time. As a result of these launch events, we saw a 20% increase in regular class attendance and a 25% uplift in retention rates compared to last year.

What makes your club special?

Salt Ayre is much more than just a gym. Many have been with us since childhood and now, as adults, bring their own families to enjoy our many family-friendly facilities. We take pride in offering a wide range of high-quality facilities where everyone can stay active, have fun, and feel part of a welcoming community.

One feature that truly sets us apart from other gyms in the area is our Les Mills Immersive Spin Studio. With THE TRIP™, we deliver an unbeatable, fully immersive workout experience that our members love.

What can other studios learn from you?

We think our focus on community and creating an inclusive environment where everyone feels welcome really sets us apart.

Most importantly, our team is passionate, energetic, and dedicated to making every class fun, motivating, and accessible. When members enjoy their workouts, they stick with them.