Latest News

Back to Latest News back

 

Alliance between Reebok and Les Mills to revolutionise group fitness

Alliance between Reebok and Les Mills to revolutionise group fitness
September 26, 2013

Reebok and world renowned group fitness programmer, Les Mills have announced a new partnership, signalling a bold new era for the studio fitness category.

As a true fitness pioneer in the arena of studio fitness, Reebok is widely recognised as being the leading studio fitness brand of the 1980s and 1990s and, through to the present day, it has remained committed to encourage people to work out together.

Beyond the announcement of the partnership between the leading fitness brands, specific details of how it will work and new programs will be announced in the near future.

However, the announcement comes at a time when studio fitness is experiencing its strongest resurgence since the aerobics movement of the 1980s.

Studio fitness enables people to inspire, engage with and energise one another in a unique way and, with Les Mills at the forefront of this renaissance with its range of successful and innovative programs, this partnership underlines both brands' commitment to group fitness and will strengthen their offerings respectively.

As the leading provider of group fitness classes, Les Mills has introduced scientifically backed and proven classes to the fitness world such as BODYPUMP, BODYCOMBAT and more recently, the LES MILLS GRIT Series.

Since its foundation in 1968 by New Zealand-born Les Mills, the company has become one of the dominant forces in the global fitness industry, with millions of people unleashing their potential at LES MILLS classes around the world each week.

LES MILLS boasts a passionate, skilled tribe of more than 100,000 instructors and one of the world's most advanced instructor training systems.

To mark their alliance, the two global brands have released a short film - 'Revolution' - which celebrates the evolution of studio fitness, from the 1980s to today.

The film opens with the iconic aerobics craze of the 80s, where girls sporting leg warmers work-out to an 80s mix tape. The film continues to progress through the defining fitness movements of the decades, following the step routines of the 90s and the spinning trend of the early 00s before celebrating the powerful, directional LES MILLS workouts of today such as BODYPUMP, all to an evocative soundtrack that's synonymous with each era. The film has been created by award-winning production company Partizan and directed by Warren Fu.

Barbara Ebersberger, Vice President of Reebok's Studio Business Unit explains "Reebok's exciting new partnership with Les Mills aims to re-define the studio category whilst celebrating Reebok's history in group fitness.

"Right back from the 1980s where people would hit the aerobics studio wearing their Reebok Freestyles to today, where thousands of people take part in LES MILLS classes each day, Reebok has always had a strong presence in the studio fitness arena. Today, more than ever we dedicate ourselves to encouraging everyone to harness their passion, energy and confidence through group fitness."

Les Mills International Chief Executive Phillip Mills explains "Les Mills and Reebok have a rich and lasting heritage in the group exercise arena.

"Our shared and longstanding commitment to fitness makes us the perfect partners to reinvent group exercise and together we plan to lead the category to a brave new territory.

"We'll be putting even more effort than ever into the group exercise world and with this partnership Les Mills and Reebok have a vision to re-imagine and relaunch the group fitness category."

Reebok and Les Mills share a common goal of empowering people to be fit for life. Helping people live a healthy and active lifestyle and inspiring people to get moving are at the forefront of their partnership. Both are dedicated to providing opportunities for everyone to enjoy fitness together.

'Revolution' can be viewed here http://youtu.be/Dmv8pVfCXm4

2nd October 2012 - LES MILLS SHOWS GRIT IN ENGAGING CLUB MEMBERS 

5th April 2011 - LES MILLS TO LAUNCH SH’BAM DANCE WORKOUT


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

SYNERGY FITNESS

The Calgym/Synergy group has had a long and proud history since 1976 as world leaders in the innovation, design and evolution of commercial strength and conditioning equipment. The Synergy group was…

read more

Fitness / Technology / Wellness

 
 

MYZONE

Myzone is the industry’s leading wearable technology solution. Myzone’s wearable products show and reward effort when you work out. It displays accurate real-time heart rate, calories, and…

read more

Fitness / Sport / Technology / Wellness

 
 

AUSFIT

Ausfit began in 1992, providing software services to the health and fitness sector including ClubWise, a fully hosted web-based product which combines state of the art club management software,…

read more

Billing / Finance / Fitness / Technology

 
 

CENTAMAN

Centaman has been a market leader in Enterprise Software Solutions for the leisure and recreation industry and both profit and not-for-profit attractions since 1991. It offers a wide range of software…

read more

Access / Billing / Fitness / Technology / Ticketing

 
 

VLOCKER

Vlocker Pty Ltd has been designing, manufacturing, installing and servicing locker systems worldwide since 1995. Vlocker specialises in providing locker solutions to suit client requirements in…

read more

Aquatics / Attractions / Safety / Security / Venues

 
 

WATERPLAY Solutions Corp

Whether your goal is increasing your centre's revenues or creating an engaging environment, why not add play to your project? If you're looking for stylish aquatic play features, kid-tested…

read more

Aquatics / Attractions / Play / Recreation / Waterparks

 
 

Life Fitness

Life Fitness Cardio Life Fitness Strength Hammer Strength Group Cycling Rowers Certified Refurbished Freeweights Benches & Racks Flooring Life Fitness is the global leader in the fitness…

read more

Fitness / Recreation / Technology / Wellness

 
 

VIVATICKET

As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as VIVATICKET Pty Ltd.  19th July 2018 - ENTA AUSTRALASIA REBRANDS AS VIVATICKET 17th October 2016…

read more

Attractions / Entertainment / Sport / Ticketing / Venues

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business