In the ever-evolving world of fitness, standing still is not an option. Just ask the forward-thinking team behind one of Finland’s most innovative training clubs, who were among the first to introduce both HYROX and LES MILLS CEREMONY in Finland. Their story offers valuable insight into how combining performance-driven and experience-led training can attract new members, energize communities, and future-proof your gym.
Riding the HYROX Wave
Back in 2023, Olefit Varkaus was quick to spot the explosive global growth of HYROX and the rising demand for structured, goal-oriented functional training. “We saw HYROX as a fresh and exciting format that aligned perfectly with what modern members were looking for,” says the club owner Katja Kaila. “It’s competitive and measurable, yet still accessible to everyday athletes.”
Katja Kaila, club owner.
The response was instant. HYROX laid the foundation for a more diverse and dynamic training offering. In 2025, the club opened a brand-new HYROX training facility in Helsinki, cementing their role as pioneers in functional fitness.
Introducing LES MILLS CEREMONY: The Perfect Complement
While HYROX brought intensity and structure, the club saw an opportunity to offer something that balanced performance with play. That’s where LES MILLS CEREMONY came in.
“LES MILLS CEREMONY is immersive, uplifting and built around the energy of small-group training,” Katja explains. “Where HYROX is competitive and external, LES MILLS CEREMONY is cheerful, hard and happy. Together, they round out our offering and support our broader strategy to stay innovative and ahead of the curve.”
A Hit with Members and Coaches Alike
Since launch, LES MILLS CEREMONY has been a success. “Classes have been fully booked from day one,” Katja shares. “Our members love how it challenges both body and mind. And coaches enjoy the creative freedom and the stronger connections they build with participants.”
The concept has also proven to be a powerful recruitment and retention tool, particularly among younger members and those seeking a strong community feel. “People are having fun, forming connections and building something together – that’s the real glue.”
A Broader Appeal
Unlike some high-intensity formats, LES MILLS CEREMONY appeals to a broad member base. It’s scalable, accessible, and doesn’t require running – a relief for some members! “It’s a great entry point for those new to functional training and it is still rewarding for more advanced members. Compared to HYROX, it is less focus on endurance, which makes it especially approachable for beginners or older members.”
Interestingly, there is overlap between HYROX and LES MILLS CEREMONY participants, but the two also cater to different preferences. “Some want the competitive edge of HYROX. Others prefer LES MILLS CEREMONY’s more structured and sensory-rich environment.”
Creating a Premium Experience
What sets LES MILLS CEREMONY apart is the premium, boutique-like experience. Smaller class sizes, immersive lighting and sound, high-quality equipment, and world-class coaching all contribute to a product that elevates the brand.
“We didn’t want to just add another class. We wanted to deliver something unforgettable,” Katja says. “LES MILLS CEREMONY has helped us stand out in a highly competitive market.”
Logistics Made Simple
From a business and operational standpoint, LES MILLS CEREMONY is easier to manage than many might expect. While HYROX requires more space, standardized equipment, and rigorous programming periods, LES MILLS CEREMONY is more flexible.
“To oversimplify: HYROX is performance-driven; LES MILLS CEREMONY is experience-driven,” says Katja. “Both offer high-impact training that blends strength and endurance, but they serve slightly different needs and are delivered in different ways.”
Business Impact
Beyond glowing member feedback, LES MILLS CEREMONY has delivered real business results. “We strategically launched it before summer, and this year we saw fewer membership pauses and cancellations than usual. Engagement is up, and that’s key for long-term growth.”
The Bigger Picture: Functional Training as a Movement
Why is functional training resonating so strongly right now? The owner believes it’s a combination of practicality and emotional connection.
“People today want more than just a workout – they want results, confidence, connection, and mental well-being. Functional training feels empowering and personal. And if you don’t meet those expectations, they’ll find someone who does.”
Advice to Other Club Owners
For those considering introducing LES MILLS CEREMONY, the message is simple: “Go for it – but commit fully. LES MILLS CEREMONY isn’t just a class, it’s an experience. Invest in the environment, the lighting, the sound, and most importantly, in your coaches. That’s what turns it into a signature experience your members will never forget.”
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As fitness consumers become increasingly sophisticated, gyms must move beyond traditional formats and offer experiences that inspire. LES MILLS CEREMONY is more than a trend, it’s a powerful tool to build stronger communities, elevate your brand, and keep members coming back for more.
Want to learn more about how CEREMONY can transform your business? Get in touch, we’re happy to share what we’ve learned.