Les Mills launches new program to attract next generation of club members

February 24, 2023

Fitness /

With Gen Z and Millennials now making up over 80% of all gymgoers, Les Mills has unveiled a new program to help clubs attract and engage the next generation of members.

Many operators still struggle to engage their younger members with group workouts that keep them committed to their club.

LES MILLS Strength Development is an innovative approach to group training designed to meet Gen Z demand for highly-motivating fitness experiences that bring results, strength and empowerment.

With strength training recently crowned the world’s most popular workout, Strength Development progresses through the three key three strength training protocols, helping participants achieve strength gains, increased power, and enhanced athleticism.

Erin Maw, Program Director of Strength Development and Les Mills GRIT™ explains “Strength Development is all about helping people to get stronger, build confidence and master technique.

“We designed it specifically to meet the needs of Gen Z, bringing them a bang-on-trend workout that delivers results, while celebrating the social experience of group training in a club setting.

“Les Mills has a rich heritage of inspiring each new generation with life-changing fitness experiences. Through Strength Development, we’re innovating once more to redefine fitness for the next generation of club members.”

Powered by science, Strength Development has been refined through extensive global trials in the Les Mills Living Lab in New Zealand, followed by Village Gyms across the UK.

The 12-week Village trial found:

95% of participants would continue attending Strength Development classes
96% of participants would recommend Strength Development to someone else
98% of participants were satisfied with the quality of Instruction they received
100% of Instructors were likely to continue teaching Strength Development

Ben Edwards, National Health and Fitness Manager for Village Gyms noted “the process from induction to launch of Strength Development was smooth and seamless, while the results were really impressive.

“We achieved a 95% average occupancy at our best performing club, despite trying some unusual timeslots. There’s nothing like Strength Development on the market right now – it meets a red-hot trend and is a great way to attract Gen Z.

“We’re excited to continue our rollout and we see Strength Development as a way to attract the rockstars Instructors who can pull in the crowds and have a transformative impact on results.”

LES MILLS Strength Development has a new model that makes it quicker for clubs to launch and easier to adapt to the needs of their timetable. The full-service solution comes with everything that clubs need to start winning with younger members, including 12 x 45-minute progressive workouts, Instructor Training, bang-on-trend music and marketing support.

The program will be followed by further Gen Z-focused workouts currently being perfected in the Les Mills Living Lab, which will roll out during 2023 and beyond.

To find out more, visit www.lesmills.com/clubs-and-facilities/innovation/gen-fit-training/

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