Fitness24Seven relaunches LES MILLS GRIT to meet demand for time-efficient workouts

What was the reason behind the decision to relaunch LES MILLS GRIT?
We chose to relaunch LES MILLS GRIT after a break of approximately 7–8 years as part of our strategy to strengthen our high-intensity group fitness offering. We are seeing a clear demand from our members for efficient, time-effective and high-energy classes, and GRIT is the perfect answer to that need.

The launch was rolled out nationwide across our largest group fitness clubs in Sweden, with a focus on GRIT Strength and GRIT Cardio. Going forward, we will continue to promote the program during our release weeks, as well as through local club events, to keep the energy high and maintain member interest.

The instructors have been so important for the launch. They are at the heart of how we build engagement and excitement, and their ability to deliver energy, quality, and world-class coaching is what truly makes the experience stand out. Our instructors are stars and it shows in every GRIT class.

What type of member are you looking to attract?
We want to lower the barrier and encourage more people to give LES MILLS GRIT a try, regardless of their fitness level. While the workouts are intense, they are fully scalable and can be adapted to suit individual needs.

At the same time, we see that the program is particularly appealing to our most dedicated members, those who train regularly and want to complement their weekly routine with efficient, high-intensity workouts when time is limited.

How has GRIT strengthened your club offering as a HIIT program?
GRIT strengthens and broadens our HIIT offering, particularly in the group fitness studio, where we previously lacked the same level of dedicated focus. It complements our existing classes and creates a more complete training experience for our members.

We also see strong potential to re-engage former GRIT participants while attracting new audiences who are looking for intensive, results-driven workouts.

What makes LES MILLS GRIT unique?
What sets GRIT apart is its time-efficient format, 30 minutes of uncompromising, high-intensity training in the group fitness studio. It’s efficient, focused and specifically designed to deliver maximum results in minimal time. The energy. The combination of passionate instructors, strong group dynamics, and a well-structured workout format creates an experience that truly stands out.

What advice would you give to other clubs that are considering launching LESMILLS GRIT?
Go for it! If you're missing a high-intensity, time-efficient workout concept in your offering, GRIT is an obvious addition. It has the potential to both strengthen loyalty among existing members and attract new ones, especially at a time when many people are looking for fast effective workouts.
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