Article updated October 2024.
With Gen Z and Millennials accounting for around 80% of the total fitness market, clubs have no choice, but to sit up and pay attention to what it is they want. As strength-based workouts continue to soar in popularity for this demographic, gym operators are asking how they can lure them from the gym floor to the group exercise space, where the benefits of revenue, member retention, and referrals are felt most.
A new series of programs is being launched by Les Mills Asia Pacific targeting younger generations. While new classes have been added to the Les Mills Signature Collection, there are also some Limited Edition workouts that have been released with an aim or attracting younger members as well as reengaging existing ones. The first of these Limited Edition workouts, LES MILLS STRENGTH DEVELOPMENT and LES MILLS SHAPES began rolling out in clubs across Australia in late 2023, and have been followed recently by two more exciting offerings including LES MILLS PILATES and LES MILLS FUNCTIONAL STRENGTH.
What is the new Les Mills Limited Edition Collection?
The 2022 McKinsey Future of Wellness Survey reported that 40% of Gen Z consider achieving better fitness a “very high” priority, compared with 35% of Millennials, and 32% of the rest of the population. Getting those younger generations through the doors is a worthwhile exercise for fitness club operators.
The new Les Mills Limited Edition Collection features workouts that are crafted for a younger audience, and coached by certified trainers. The innovative and challenging new programs have been tested in the Les Mills living labs around the world and offer progressive boutique-style workouts, tailored to align with the most popular fitness trends among Gen Z and Millennial members. These workouts include strength, cardio, and a greater focus on connection and mental health.
What is LES MILLS FUNCTIONAL STRENGTH™?
What do you get when you pair heavy, compound loading exercises in a super-set with explosive functional movement patterns? You get FUNCTIONAL STRENGTH™. This workout is designed to deliver serious athletic gains.
What is LES MILLS PILATES™?
Recognising the skyrocketing demand for Pilates offering, the team at Les Mills have reimagined the traditional Pilates method to bring its members an exciting, new, whole-body workout.
What is LES MILLS STRENGTH DEVELOPMENT™?
This 45-minute workout is designed in science-backed phases, to build strength, improve technique, and increase confidence. A full set of 12 workouts is provided to Instructors, enabling autonomy for clubs to deliver the workouts in a schedule that best meets the needs of their members.
What is LES MILLS SHAPES™?
A full-body strength workout drawing from Pilates, barre, and power yoga, SHAPES™ is suitable for all fitness levels and abilities. The workout keeps participants connected to the floor, so it has a low impact on joints but is designed to improve strength, coordination, and flexibility.
What do these new Les Mills classes mean for fitness clubs?
The rollout of these new Les Mills programs has been designed to allow clubs to recruit and upskill new and existing Instructors in a streamlined way. Certified Instructors will be able to start teaching these programs within a week. The Limited Edition Collection brings a one-off full set of program Releases, giving clubs the autonomy to run in a way that best suits their individual timetable, and also supports experimental programming, depending on consumer trends and needs.
In short, clubs offering Les Mills workouts will be able to fill out their timetables by swapping out stale time slots with dynamic new offerings to their group exercise schedule.
To learn more about how to bring these innovative new programs into your club, contact your local Business Partnership Manager in Australia or Southeast Asia, or visit this link.
Clubs and fitness facilities wanting to learn more about how the Limited Edition Collection programs will attract a new generation of members and re-engage current ones, should contact their local Business Partnership Manager in Australia.
Individuals interested in becoming an Instructor for any of the new Les Mills offerings can email [email protected] for info.
About Les Mills Asia Pacific
Les Mills is the global leader in group training and creator of over 25 programs including RPM®, BODYBALANCE®, BODYPUMP®, BODYCOMBAT®, BODYSTEP® and BODYATTACK®. Les Mills workouts are delivered by 130,000 certified Instructors in 21,000 gyms across 100 countries, as well as via the LES MILLS+ streaming platform and Virtual Reality (VR).
For 25 years, Les Mills Asia Pacific has been meeting the group fitness needs of clubs and Instructors in Australia and Southeast Asia. Les Mills Asia Pacific offers the Ultimate Group Fitness Solution to keep members connected to your club, and to reach new audiences with omnichannel fitness solutions.
To learn more about Les Mills Asia Pacific visit www.lesmills.com.au or follow Les Mills Asia Pacific on: Facebook | Instagram| LinkedIn
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