Key takeaways: Group fitness is a retention driver because it increases visit frequency, creates community, builds confidence through Instructor support, and helps members form consistent habits. Millennials and Gen Z are driving demand for social, coached fitness experiences, but aspirational exercisers are an equally important growth opportunity. Clubs can convert more members into regular group fitness participants by reducing friction, investing in Instructor quality and offering varied live and digital class options.

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Why group fitness drives retention

The link between group fitness and member loyalty is stronger than many operators realize. Research from fitness data consultants 4GLOBAL and ROR Partners examined 2.6 million member journeys across 1,312 leading clubs in the US and Europe. They identified the behaviors that make a club’s MVPs – Most Valuable Participants – whose higher visit frequency, stronger loyalty and longer tenure increase lifetime value.

The data found that members who attend Les Mills group fitness classes visit their facility 65% more than other members, stay 39% longer than other members, are 88% more likely to still be active after 12 months and have a 27% higher lifetime value (LTV) than other members – not including the higher number of member referrals MVPs typically contribute.

Furthermore, clubs without MVP activities see 187% higher attrition than those that offer them. Put simply, group fitness participants – and specifically, Les Mills group fitness participants – are among the most valuable type of customer you can have. By staying longer and pulling in more new members, group fitness members form the bedrock of a successful club’s bottom line. So how do you identify these loyal members? And what can you do to add more of them to your club?

Who is doing group fitness?

Millennials and Gen Z are already the overwhelming majority in the group fitness market, (representing 81% of all participants doing fitness class activities. Dubbed ‘Generation Active’, Millennials and Gen Z have become a major market force – obsessed with strength training and with a seemingly insatiable appetite for fresh fitness experiences. And it’s not just strength training driving them – 63% of this cohort seek new workouts and ways to get fit.

But there’s an even bigger opportunity waiting in the wings – the aspirational exercisers who have yet to get started. Despite the rampant appetite of many younger exercisers, 41% of fitness consumers see exercise as a chore, presenting clubs with a clear opportunity to boost retention by engaging members who have yet to discover workouts that truly resonate with them.

Why are members choosing group classes?

A survey by Nuffield Health, the UK’s largest healthcare charity, found one in four men see their fitness community as their main social outlet – underscoring the vital role connection plays in modern member decision-making. 56% of people also said they’re more likely to stick to a fitness routine when it's social, showing community and connection sit at the heart of retention. Similarly, research from ABC Fitness found 67% of members agree that community is the biggest driver of motivation and accountability in their fitness routine.

For Brett Sutton, CEO of Les Mills New Zealand, community is a key growth pillar across his 12 clubs. “Group fitness is an integral part of motivating our members,” he says. “They want to work out with like-minded people.”

“Often, they won't know anyone else in a class, but the connection with other participants and the Instructor helps grow community for us – we see that time and again. Helping create an end-to-end experience is one of the key roles for our Instructors. From welcoming people into the class, to remembering their names and helping members feel they belong and are welcome in the environment.”

So we know that more people are drawn to group fitness, with Millennials and Gen Z leading the charge. But what’s motivating members to seek strength in numbers over more solitary ways to sweat?

Social workouts are driving loyalty

Younger consumers are building the habits of the fittest generation yet, underpinned by a new way to engage with their peers socially: 62% want workouts that push them to their limits. And with more of this cohort shunning traditional nightlife activities such as clubbing and social drinking, the opportunity to win the loyalty of their friends is also powerful: 45% of younger generations prefer group workouts compared to 26% of older generations.  

Why Instructors are essential to group fitness retention

One of the most significant factors pulling people into group fitness classes remains the quality of the Instructor. Given the heightened value Millennials and Gen Z place on the social experience when choosing where to train – 64% are more likely to train if the vibe is good – the ability of your frontline staff to inspire and motivate is a major dealbreaker.

Engagement with fitness is sky high, but the 2026 Global Fitness Report revealed that confidence is yet to catch up. When it comes to their beloved lifting, 44% of novice to intermediate gym members are unsure of their technique, 34% don’t feel confident lifting safely, and 39% are unsure of how much weight to use. And even among those who consider themselves advanced, 30% are unsure how to progress and a quarter are uncertain about their technique in general.

Instructors are perfectly placed to step in and support with these concerns, offering expertise, education and motivation that helps members see results. Layer in the ready-made vibes and social connections found in the group fitness studio and clubs have a recipe for ongoing loyalty.

Instructor support builds member confidence

The importance of Instructors is greater still for those who have yet to find their comfort zone in your club.

Danielle Gregory of UK operator Be Well says the confidence and support provided by Instructors can make all the difference for those returning to exercise: “All Instructors need to be great motivators, but for those returning to exercise, it’s important to be empathetic to the capability of people in the class.

“Our Instructors focus on making their experience as kind as possible and each of the modifications are well-led and explained. It’s about ensuring people feel confident and it doesn't matter what option they’re doing: we're here and we're thriving together.”

How members are participating in group fitness

While Instructors are more important than ever for driving footfall through a fitness facility and keeping members engaged, advances in technology are opening up new ways for people to enjoy group fitness beyond the traditional live class setting.

But for the majority of consumers, nothing beats the live experience. Free fitness apps lead the way for many members, with the majority (58%) using one at least once a week. 52% use a paid fitness app and 51% use a YouTube workout once a week – but the role apps play is more about choice than expertise. Just 10% of all adults, and only 11% of Gen Z, prefer AI fitness content over human guidance, demonstrating the importance of clubs investing in Instructor-led workouts, where member demand remains strongest.

How clubs can reduce friction

And for members who are new to the group fitness studio, leading clubs are winning by removing friction – providing ample choice of class and including options to vary intensity.

Luke Heapes, Member Experience Manager at Irish chain West Wood Clubs, believes taking the pressure off new members increases your chances of securing their trust.

He explains: “When we’re targeting new members, especially those who are on their first fitness journey it’s important to be mindful of how they’re feeling. Making classes accessible to that audience is key. We used SMART START to support with that this year, reminding members at the top of every class – if after 20 minutes you feel you've had enough, it’s ok to leave.”

Sarah Steele, Instructor at Nuffield Health, echoes these sentiments. While launching LES MILLS REFORMER™, she found allowing members to simply watch until they find their comfort zone reduced concerns about trying the Reformer bed for the first time: “If they're familiar with Les Mills and the concept, it’s easy for us to explain that it’s set to music, and you're going to follow the same routine every week. Even if you come in and you're not sure, sit, watch the class, and then come back next week and do it, because it will be exactly the same next week, and we really encourage that.”

Practical takeaways for operators

The takeaway for operators is simple: group fitness is not just a timetable feature, it’s a retention system and growth driver. Here are three practical levers to turn fitness demand into measurable growth:

·     Make classes easier to try

·     Promote Instructor-led support as a confidence builder

·      Use live and digital formats to give members more ways to support their in-club activities without replacing them.

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