Bring festival energy into your club and watch engagement soar

Paying the equivalent a month’s dues for a ticket to a one-day running festival might seem extraordinary when gym members can access equipment, coaches and more at their local club. But for many fitness fans, especially younger members, exercise is now a core part of their identity – filling an expenditure gap that previously might have been spent on nightlife or going out for drinks. As the latest research shows, modern members want to feel good, support their mental health and reduce stress – benefits that last longer than one night out.

The rise of fitness events like Love Trails, Runningman, and Ministry of Sound Games creates opportunities for healthy hedonists to come together and connect, while fitness competitions have opened up competitive sport to non elite athletes. Being around like-minded people is key for modern members, but taking part in large-scale events can be costly. Entrance fees, travel costs and accommodation can all mount up. And for solo travellers, it often lacks the connection and community they rely on in their club for motivation.

This all points to a growing opportunity: offering members big moment motivation without big ticket demands. And that’s where club operators come in. Nearly 44% of Gen Z state that fitness is their first or second spending priority, and 30% of Gen Z plan to spend more on fitness this year, presenting a prime opportunity to capture a share of that investment and convert it into retention and growth. Your club might not be able to host a 3-day festival, but it really doesn’t need to: cherry-pick the best parts of these experiences and bring festival energy to your club with your own mini-events. Here’s how:

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1. CREATE A VIBE

Set the scene for the kind of energy participants can expect from your club and you’re doing more than driving engagement, you’re playing into demand. The 2026 Global Fitness Report revealed 64% of people are more likely to work out if a venue has a good vibe.

A fitness festival in your club is the simplest way to combine the energy of a live concert with feel-good fitness vibes. A good training event should be nothing short of a phenomenal party for members, so it’s impossible not to enjoy themselves. Set the right energy so exercise endorphins are firing, energy is overflowing, and the smiles are infectious. There’s pumping music, mood-setting lighting and an addictive “we’re in this together” vibe. Add a stage full of fitness stars leading variety-packed workouts and you’ve got the recipe for retention and new members.

2. AMP UP YOUR COMMUNITY

Giving your members more chances to connect with each other and love your club is essential. According to the 2025 Wellness Watch from ABC Fitness, 47% of Gen Z say community is the reason they stick with fitness. When time is short and members have to dash off after their regular classes, carving out space for extended moments of connection is key. That’s why UK operator BH Live Active hosts a huge fitness event each January at the Bournemouth International Centre, showcasing brand new Les Mills releases in a concert-standard setting, with lights, a professional sound system and rockstar Instructors.

Marie Elliott,  BH Live Active’s Group Exercise Manager at Queen's Park and Little Down, says: “We put this event on every year for the local community. It's about showcasing different classes, but also bringing our community together and trying to brighten everyone's January up. The whole theme is to be bold – wear bright colors, UV lights, glow bands, all that kind of fun stuff. Just to kick off the year the right way, but hopefully kickstart people's fitness journey as well.”

3. MARKETING

Getting members excited about your club’s next big moment requires engaging marketing that reflects the quality they can expect on the day. Position this at strategic touchpoints that ensure all eyes are on your event.

For world class digital marketing assets that set the tone, partners can visit Les Mills Marketing Studio to ensure screens, social feeds, and in club posters all showcase the energy and quality of what’s coming.

Teaser-style social media activations give members an early glimpse of what to expect, building the anticipation. They’re also easily shared with other members and prospects in their social media network. Building a clear content calendar ahead of your event helps you roll content out strategically, building momentum in the weeks leading up to the event. And of course, your Instructors play a crucial part in amplifying the message authentically. Ask them to spread the news at the start and end of regular classes to drive excitement and word of mouth across your community.

4. GAMIFY YOUR EVENT

Some of the appeal of fitness festivals can be attributed to the sense of competition and achievement that comes with working out and going toe-to-toe with other highly engaged participants. Taking your workouts and gamifying them is an easy win to give members a new entrance point to the workouts they love, by pushing them to a new level.

Les Mills New Zealand did exactly this with CEREMONY GAMES – a high-energy, competition-style event designed to challenge members’ strength, endurance and determination. The one-day event merged the power of a LES MILLS CEREMONY™ circuit workout with the adrenaline of a competitive arena, driving uptake across all levels of fitness thanks to the differing entry points available. In addition to creating a buzz in club, the workout was also able to generate additional revenue by charging for individual, duo or team entrants, which in turn gave members access to an 8-week training plan, exclusive simulation classes and a finisher’s medal.  

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5. TURN BUZZ INTO NEW PARTICIPANTS

Using your studio to bring the festival vibe to your community rewards your die-hard group training fans, but taking things outside of its four walls captures new interest. Hosting high visibility moments on the gym floor is a powerful way to spark curiosity and draw in members who might not normally consider group training. By creating an unexpected experience that feels energetic and inclusive, clubs can showcase the appeal of training together and open the door to entirely new audiences.

US chain CLUB4 did exactly that and transferred new members from the gym floor to its studio. Mike Rowe, CLUB4 Director of Group Exercise and Small Group Training, says: “We took the group studio out onto the gym floor and introduced turf takeovers to increase the intrigue. We turned all the sound off in the gym except for the LES MILLS FUNCTIONAL STRENGTH™ or LES MILLS STRENGTH DEVELOPMENT™ music and it really turned heads.

“It was a lightbulb moment for them to see that they could train the same way they did at the squat rack or the bench press – but with the bonus of a community of people who were rooting for each other. The trickle effect of members coming into the studio began – and even better, we saw a crossover as they started to join our Signature Collection programs, like LES MILLS BODYPUMP™ as well.”

6. REFERRALS

If your members love your club, you’re already doing something right, and a lively event gives them exactly the moment they need to bring their friends along – helping you lay the foundations for an even stronger community.

Legendary Irish chain West Wood Club hosts regular events – a move Group Training Development Manager Tine Boles says leads right back to its retention and growth strategy: “The main focus is member engagement, bringing that vibe and fueling positivity and love for their club. For younger members especially, events are where it's at. If you're trying to capture a new audience that you don't see in your studios, classes or gyms, events are the way to go. Modern members don't just come to work out or lift a weight, they come for an experience. And that's so important these days to really keep in mind.”

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