Parkwood Leisure extends Les Mills partnership

Parkwood Leisure has extended its partnership with global group training leader Les Mills for a further three years, building on strong engagement and retention results across its leisure facilities in England and Wales. The renewed agreement strengthens Parkwood’s commitment to delivering high-quality, community-focused fitness experiences that support physical activity and long-term wellbeing.

Parkwood Leisure operates more than 80 leisure and cultural facilities on behalf of 36 local authorities across England and Wales. The organisation is focused on promoting the powerful benefits of physical activity and providing inclusive health and wellbeing services for local communities.

Parkwood Leisure currently delivers a wide range of Les Mills group training programmes, including BODYPUMP™, BODYCOMBAT™, BODYATTACK™ and BODYBALANCE™ across its estate. These programmes have played a key role in creating impactful studio environments that drive higher engagement, satisfaction, and retention.

Across Parkwood sites, members who participate in Les Mills classes:

• Visit 87% more often per month
• Bring 31% more participants per class
• Stay for 4.8 months longer on average

This increased participation significantly strengthens overall retention and member loyalty across the estate.

In 2025, Rushcliffe Arena and TW2 Health & Fitness in Twickenham trialled LES MILLS CEREMONY™, a high-intensity functional circuit programme that delivers a boutique-style training experience and can be rapidly deployed in any club environment.

The programme saw immediate traction, with up to 48 members attending classes in the first week at Rushcliffe, and attendance continued to build month-on-month across both centres.

"Following the successful trial of LES MILLS CEREMONY at two of our flagship sites, TW2 Health & Fitness Club and Rushcliffe Arena, we saw both fantastic attendance and outstanding member feedback. We are pleased to announce a significant expansion where LES MILLS CEREMONY will be rolled out to 20 additional sites over the next six months.
We’ve seen firsthand how LES MILLS CEREMONY resonates with our members, and we are excited to bring this high-intensity functional circuit training experience to more members across the country as we look to standardise our gym floor offering." Lee Gaskin, National Fitness & Retention Manager, Parkwood Leisure.

From 1 January, the new 36‑month partnership will include all Les Mills Signature Programmes, with BODYPUMP™ HEAVY launching across all sites in February, three Innovation Collection programmes and LES MILLS CEREMONY™ available at 20 sites.

As part of the renewed agreement, Les Mills will provide a full-service support model, including:

• Quarterly Group Fitness Management education
• Inclusive Instructor Training to support delivery and new programme rollouts
• High‑impact launch events with Les Mills Trainers and Presenters
• Bespoke marketing assets and promotional support

“Our extended partnership with Parkwood Leisure reflects a shared commitment to delivering world-class group training experiences that help local communities live healthier, more active lives. We’re proud to support Parkwood in continuing to innovate, grow participation, and empower instructors across their estate.” Ian McGregor, National Customer Experience Manager, Les Mills UK.

“The renewed partnership reflects a shared long-term vision to continue strengthening group training performance, expand innovative programmes, and deliver exceptional member experiences across Parkwood Leisure facilities. This long-term commitment is a direct result of the unprecedented year-on-year growth in group fitness attendance we’ve experienced over the last two years, at over 20%.
By working closely with the Les Mills team, we’ve been able to lean on their unparalleled expertise to refine our programming and significantly upskill our Fitness Managers. We are pleased to secure this partnership and look forward to even greater results in the months and years ahead." Alex Godfrey, Operations Director, Parkwood Leisure.

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