According to Malin Lindbom, COO at Mälarö Träningsverk, the initiative was about offering high‑quality, standardized yoga in several different formats, tailored for gym members and supported by quarterly releases.
“We wanted to build a strong yoga team that didn’t make us dependent on individual instructors, and at the same time we were very curious about LES MILLS BREATH,” she says.
The facility includes several “boutiques,” and the yoga studio, with its unique environment and atmosphere, is one of the most appreciated spaces in the building. LES MILLS YOGA was chosen for its long‑term stability and quality, and by offering LES MILLS YOGA HATHA, LES MILLS YOGA VINYASA and LES MILLS BREATH, the club could create a varied experience that appeals to many types of members. LES MILLS SHAPES was introduced to attract a younger generation to group fitness.
Malin Lindbom, COO at Mälarö Träningsverk.
Launches that create engagement
The two programs were launched in different ways. Ahead of the LES MILLS SHAPES launch, young instructors were involved in designing the communication, and the club hosted an exclusive trial class for 15–25‑year‑olds that filled up immediately. The trial class for young women became a highlight, held in the yoga studio to create a safe, cozy and inclusive atmosphere. Guest instructor Theresia Björkqvist from Les Mills contributed to an inspiring experience. The club’s young staff played an active role in promoting the launch through photos, videos and direct conversations with young people at the gym.
The launch of LES MILLS YOGA moved at a much faster pace. With all information from Les Mills arriving only weeks before the country’s first training, the club wanted to act quickly, especially since there were gaps in the schedule. During the training, the team filmed and photographed themselves, and this content became a valuable part of the marketing leading up to the launch.
The communication efforts were supported by targeted emails, strong social media presence, in‑club signage and regular personal conversations between staff and members.
LES MILLS SHAPES instructors Stella, Olivia and Emma.
Positive member feedback and full classes
The yoga studio has become a natural heart of the facility. With its soft green walls, wooden floors, plants and adjustable lighting, it creates a calming and inviting atmosphere that members love. The balcony with views over the lake Mälaren makes the room even more unique, with open doors and outdoor training in the summer, and velvet curtains creating a serene ambience during the winter months.
The response following the launches has been overwhelmingly positive. Instructors appreciate the reliability of a standardized Les Mills programs, and members continually fill the classes. LES MILLS SHAPES now attracts both young women and their fitness‑loving mothers, creating a wonderful mix of generations training together.
Since the Body & Mind initiative went live, the club has seen a clear increase in young women participating in group fitness, as well as more members attending classes in the yoga studio. The flexibility of LES MILLS YOGA, offering four formats in one, has been an unexpected advantage for scheduling, and the response to LES MILLS SHAPES has exceeded all expectations.
LES MILLS YOGA HATHA class with Emily Steenhouwer
The future of Body & Mind at Mälarö Träningsverk
Looking ahead, enthusiasm is high. This spring, Mälarö Träningsverk plans to host a BODY & MIND DAY and sees the concept as an important long‑term part of the future of fitness. The club remains open to further developing its offering as long as the programs are standardized and accessible for multiple instructors. Today, the studio offers LES MILLS PILATES, LES MILLS YOGA, BODYBALANCE, Soma Move and its own yin yoga.
The Body & Mind concept has also proven effective in attracting new target groups.
“The people who come to us are often gym‑goers who enjoy yoga, not traditional ‘yogis’. That’s what makes it so wonderful, we help them discover mobility, balance and well‑being in a way that fits naturally into their training routine,” says Malin Lindbom.
The club continues to inspire both new and existing members to take the step into the studio.
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