3. When we ask people what they want when they join a fitness facility,
they say things like weight loss, toning up, getting fitter, improving their
health – things we can group under the heading of getting RESULTS.
People are smart. They know they can get results by running around
the block or exercising in their living room...but they also know that they
lack the motivation. They want a kick in the pants.
WE ARE IN THE MOTIVATION
BUSINESS. WHETHER THEY KNOW
IT OR NOT, THE MOST SUCCESSFUL
ORGANIZATIONS ON THE PLANET
DESIGN THEIR FITNESS FACILITIES
TO MEET THIS NEED.
4. How can we tell
we are doing
a great job
of motivating
people?
It’s simple.
They attend more often.
5. Many operators focus solely on sales and profit. Sophisticated clubs and recreation
centres add membership numbers and retention statistics. But there is one number
that has a more powerful effect on success than any of the others:
Member attendance.
Regular attendees renew their memberships, refer their friends and promote their
clubs at staggering rates when compared to members who seldom use their gyms.
So what’s the secret to increasing attendance?
Increasing motivation and results.
Get more people
through the door more often.
6. how can we
manage
motivation?
Motivation is driven by what’s around us and it comes in many different
forms. In your facility it’s the workout environment, the activities you
offer, the social relationships between staff and members, your goal
setting tools, the education you provide, your coaches. It’s even
intangible things like your member culture, and how easy it is for
members to sign up and feel like they belong.
It’s not about the machines. It’s about becoming more than just
a place where people come to pump iron and run on a treadmill.
Leave that to the budget gyms that charge $10 a month.
7. How do the best
facilities do it?
• Design a high energy workout environment
• Create a relationship-selling and new member-induction system
• Recruit a team of great personal and small group trainers
• Build a club-within-the-club system for sports and other activities
• Develop a member education and social network communication system
For the vast majority of fitness
facilities, there is one simple method
that stands out head and shoulders
above the others…
8. ...the GROUP
EFFECT by far the most powerful weapon in
your motivation arsenaL.
One of the best ways to increase members’ motivation and attendance is to make exercise a social activity
that engages people in an assisted form of exercise. We call it THE GROUP EFFECT.
• 90% of all exercisers report that they would prefer to work out in a group1
• Members who attend Group Exercise average 3 visits per week to their club compared to IHRSA’s
figure of 1.9 visits a week2
• 60% of people rate Group Exercise as the #1 service they specifically look at when choosing a gym3
• Small Group (4-6 people) and Team Training (8-16 people) are experiencing a surge in popularity and
experts predict they will continue to grow4
1. Dr. James J. Annesi: Effects of Minimal Group Promotion on Cohesion and Exercise Adherence
2. Nielsen (2010); IHRSA (2011)
3. IHRSA study 2009
4. IHRSA’s Guide to Personal Training 2012
9. What about personal training? doesn’t that
achieve the same thing?
Yes, absolutely. This is a wonderful innovation that
has revolutionised parts of our industry – and facility Attendee engagement by exercise type*
operators love it because they can charge for it.
However, the world’s best clubs only engage around
10% of their attendees in personal training.
Group Exercise, however, attracts and motivates the
masses. It’s the best way to get more people through
the door more often. Some of the world’s most
successful facilities have over 50% of their attendees
participating in Group Exercise. 36%
Plus, consumer needs are ever-evolving, and leading 50% Unassisted
Unassisted
Exercise
Exercise
facility operators adapt their offerings to match. With Group
more cost conscious consumers looking for efficient Exercise
training that motivates them, the industry has seen
a clear trend towards team training.1 Small group
and team training is, therefore, the next growth
opportunity.
10%Training
1. IHRSA’s Guide to Personal Training 2012
4% Personal
Small Group and
Team Training
* Global Best in Category based on Les Mills’ CLUBCOUNT® surveys
10. WITH A GREAT
GROUP EXERCISE
PROGRAM your motivational weapons include:
• The teacher
• The music
• The moves
• The studio design
• The energy of the crowd
• The bonds created among members and instructors
but only if you get them right...
11. Group Exercise at
your club: Weapon
or Weakness?
PErhaPs you alrEady havE a grEat grouP
ExErcisE offEring. hoW do you knoW?
Do you count your attendances and benchmark • Do you lead a Group Exercise culture that
them against other industry top performers? The attracts the best instructor talent and inspires
average club has 300-400 Group Exercise attendances loyalty and community?
per week, but successful Group Exercise clubs have • Do you benchmark your instructors against the
3,000-4,000 and the best clubs up to 10,000. world’s best and provide them with inspirational
training and development solutions to grow
What is your weekly Group Exercise attendance? their skills?
• Can you guarantee your members and guests world- • Do your members regularly refer their friends
class quality classes no matter when they come, and to classes?
who is teaching? • Do many of your new clients join your facility
• Do you offer the most popular music and moves – that because of your Group Exercise excellence?
are carefully tested, legally licensed in all respects, get
proven results, and are continually revitalised – in every
one of your classes?
12. There are three primary ways
Les Mills® can strengthen
your business
World-leading fitness classes Program Performance
(Quality Programs & Instructors) Management System Tracking
Results based programs Expert systems and easy Goal setting assistance
scientifically designed by world to use tools
leading experts
Regular review of performance
Refreshed with new music and Launch/re-launch event system vs. targets
choreography every 3 months
Optimal experience for instructors and Planning and budgeting assistance
participants guaranteed – extensive pre- Online access to a wealth of world-class
launch trial of every release involving marketing resources to promote your
thousands of participants over several months programs and events
Access to global research on Group
Exercise attendance and customer
World-leading training system that will inspire behavior 3 times a year – with suggested
upskill and retain instructors. Tested and actions to drive numbers up, benchmark
refined with tens of thousands of instructors World-leading club performance facility, and identify new opportunities
worldwide and coaching for growth
13. Member motivation
Member retention
Membership acquisition
Creating healthier
and happier communities
Quality control
Guaranteed consistency
Peace of mind
Cost and operational
effectiveness
Time saving
Industry Leadership
staff EngageMENT
Staff Loyalty
Networking
14. Why do
mEmbErs lovE
classEs so much?
Because these classes deliver exactly what members want – RESULTS AND
MOTIVATION!
In a BODYPUMP® class, for instance, members perform 800 reps of standard
weight training exercises. That’s three or four times the number of the average
unassisted gym workout.
And it’s FUN! Choreographic formulas developed for these classes over decades,
the world’s most popular music, and unique instructor training in coaching and stage
techniques combine to create an experience that members say they find addictive.
15. DOING IT
YOURSELF
Think very carefully about the resources required to create world-leading programs, training solutions, and
marketing resources that are successful long-term.
Who will do all the work? How much do they expect to be paid? Are they capable of producing quality
classes month after month, year after year? Who is going to sign off your classes from a safety and member
experience perspective? How are you going to solve issues such as rights to music, training, updates, and
quality assurance? How much is it going to cost to produce world-class marketing resources to promote
your programs internally and externally?
Doing all the work involved with developing your own programs, marketing, and training will cost you
considerably more than partnering with LES MILLS®.
We have over 1000 employees around the world, and invest over $150 million every year to develop the LES
MILLS Group Exercise programs and deliver them to your instructors. We guarantee world-leading quality
and results to make your business stronger and your life easier.
WOULD YOU BUILD YOUR OWN CARDIO EQUIPMENT? BELIEVE US, AFTER 32 YEARS IN THE
BUSINESS WE KNOW THAT DEVELOPING A WORLD-CLASS GROUP EXERCISE SYSTEM IS AT LEAST
AS HARD!
16. PartnEr With
strEngth
Is it a risk? If you had LES MILLS® programs might you be
worried that your prospects wouldn’t be able to distinguish
you from your competition? How will you differentiate your
offering? Not by being worse. Only a D-grade business
coach would advise Joe’s Sports Shoes to quit stocking
Nike footwear to gain a competitive edge. Making Joe’s own
brand running shoes might well set you apart – but for all the
wrong reasons. You wouldn’t build your own treadmills just to
be different. You choose the best you can afford from world-
leading manufacturers. It’s the same with Group Exercise.
Partnering with the best in the world builds strength.
17. WHICH PROGRAM
PACKAGES ARE RIGHT
FOR YOU?
question 1 question 2
Do you have “best in category” Are you interested in launching new program(s)
programs for the activities either to primarily increase retention and
members and prospects are strengthen your current positioning, or to
most interested in? differentiate your offer and attract new types of
members?
While each club community has a
variety of programs, research shows • For retention and positioning strengthening:
there are five basic genres driving go with program(s) naturally matching your club
75% of global Group Exercise positioning and main target markets
attendance
• To differentiate your offer and target new
• Strength and weights (21%) types of members: go with program(s) off your
• Cycling (19%) natural positioning
• Mind body (14%)
• Dance (12%) • Whatever your primary goal, LES MILLS®
• Martial arts (9%) can help you achieve it with our
scientifically-based programs and proven
Group Fitness Management System
18. ™
BODYPUMP® is the original barbell class, CXWORX™ is a short, sharp workout, RPM® is an indoor-cycling workout
designed and scientifically proven to backed by core conditioning research where participants ride to the rhythm
strengthen the entire body. This 60-minute from Pennsylvania State University, of powerful music. The inspiring team
workout challenges all major muscle that strengthens and tones the body. It coach leads the pack through hills, flats,
groups by using the best weight-room hones in on the torso and sling muscles mountain peaks, time trials, and interval
exercises including squats, presses, that connect the upper and lower body. training. Participants sweat and burn to
lifts, and curls. Great music, awesome It’s ideal for tightening the tummy and reach an endorphin high in 45 minutes.
instructors, and individual choice of butt, improving functional strength and
weights inspire participants to perform assisting in injury prevention. Due to its broad appeal, RPM attracts
800 reps per class and get the results they big numbers across all time slots. Best
came for, fast! Due to its broad appeal, CXWORX practice suggests scheduling it 9 to 14
attracts big numbers across all time times throughout the week to maximize
Due to its broad appeal, BODYPUMP slots. Best practice suggests scheduling attendance. Most clubs that have
attracts big numbers across all time slots. it at peak or shoulder times once or dedicated cycling studios offer 3 to 7
Best practice suggests scheduling it a twice a day. Given the 30-minute format, classes a day.
minimum of 7 to14 times across the week lunchtime classes are ideal.
to maximize attendance. Most clubs offer Did you know?
at least 2 classes per day. Did you know? Many clubs charge a booking fee for
CXWORX can be used as a fee-based, RPM that brings in thousands in ancillary
Did you know? small-group training program. Many revenue per week.
BODYPUMP participants visit 4.3 times facilities are having success with this
per week on average versus the industry both in and out of the Group Exercise
average of less than twice a week for non- room.
Group Exercise club visits.
19. BODYFLOW® is a yoga, tai chi, and pilates SH’BAM® classes provide the ultimate
workout that builds flexibility and strength, fun and sociable way to exercise in
controlled breathing, and concentration 45 minutes. Simple dance moves
through stretches, moves, and poses to with chart-topping popular hits enable
music. This creates a holistic workout that participants to shape up and let out
balances and harmonizes the body, leaving their inner star – even if they’re dance
participants centered and calm. challenged!
Due to its broad appeal, BODYFLOW SH’BAM attracts maximum numbers
attracts big numbers across all time slots. during peak and shoulder times on
It’s very popular in the morning, at shoulder weekdays and weekends. Best practice
times, and during weekends. Best practice suggests scheduling SH’BAM 5 to 7
suggests scheduling BODYFLOW a times a week.
minimum of 5 to 7 times through the week.
20. BODYCOMBAT® is a fiercely energetic BODYVIVE® is a fun, low-impact, BODYJAM® is a cardio workout offering an
cardio workout inspired by martial whole-body workout that improves addictive fusion of the latest dance moves
arts such as karate, boxing, tae kwon fitness and core strength, using body with the hottest new sounds, putting
do, tai chi, and muay thai. Supported weight, BODYVIVE tubes, and balls for as much emphasis on having fun as
by driving music and energizing extra resistance. Great music, group breaking a sweat. Funky instructors teach
instructors, participants strike, punch, interaction, and a skilled instructor inspire participants how to move with attitude
kick, and kata their way through participants to get fit for life. through this 55-minute class.
calories to superior cardio fitness.
BODYVIVE attracts maximum numbers BODYJAM attracts maximum numbers
BODYCOMBAT attracts maximum during peak and shoulder times on during peak and shoulder times on
numbers during peak and shoulder weekdays and weekends. Best practice weekdays and weekends. With a
times on weekdays and weekends. suggests scheduling BODYVIVE at least charismatic instructor and strong
Best practice suggests scheduling 3 to 5 times a week. marketing it can also perform strongly off
BODYCOMBAT at least 5 to 7 times peak. Best practice suggests scheduling
a week. BODYJAM at least 3 to 7 times a week.
21. BODYSTEP® uses simple movements BODYATTACK® is a sports-inspired cardio
on, over, and around a height-adjustable workout for building strength and stamina.
step. Participants get huge motivation from High-energy interval training classes
popular music and uplifting instructors. combine athletic aerobic movements
Cardio blocks push fat-burning systems into with strength and stabilization exercises.
high gear, followed by muscle-conditioning
Dynamic instructors and powerful music
tracks that shape and tone the body.
motivate participants toward their fitness
BODYSTEP attracts maximum numbers goals.
during peak and shoulder times, weekdays
and weekends, particularly mornings. Best BODYATTACK attracts maximum
practice suggests scheduling at least 3 to 5 numbers during peak and shoulder times
times a week. on weekdays and anytime on weekends.
Short format or low-impact options are
BODYSTEP Athletic is another format successful for mornings and lunchtimes.
offered as part of the BODYSTEP license. Best practice suggests scheduling
This variation to the program is perfect for BODYATTACK at least 3 to 5 times
members seeking a challenging, results-
a week.
focussed workout.
22. High-intensity interval training is
the hottest thing to hit the fitness
industry in years. It’s popular because
it gets results – athletes know it,
science proves it
With LES MILLS GRIT™ Series we make it easy for your facility to offer world-leading, high-
intensity interval training and to reap the rewards of fee-paid team training
The LES MILLS GRIT Series features three 30-minute programs:
• LES MILLS GRIT Strength - Builds strength and lean muscle
• LES MILLS GRIT Plyo - Creates a powerful, agile, and athletic body
• LES MILLS GRIT Cardio - Burns fat and rapidly improves athletic capability
23. With LES MILLS GRIT™ Series on
your timetable you will:
• Introduce a new category to your facility (or significantly strengthen
any existing high-intensity interval training offering)
• Offer the very latest innovations in fitness and drive amazing
member results
• Inspire new and younger members, effectively target men, and
appeal to those who are short on time
• Provide members with highly addictive exercise experiences, strong
social bonds and a club within a club
• Benefit from the option of adding secondary income from fee-paid
team training
• Create real variety and on-going member engagement with three
unique programs, each updated quarterly
TAKE THINGS TO THE NEXT LEVEL
24. DRIVING PEOPLE INTO
CLUBS THROUGH
POWERFUL CONSUMER
MARKETING
LES MILLS® is committed to building our brand and growing demand for our
classes. That’s why we’ve teamed up with Beachbody®, the world’s number
one provider of home workouts, to create at home versions of BODYPUMP®
and BODYCOMBAT® (LES MILLS PUMP and LES MILLS COMBAT). We’ve
seen first-hand the power of brands who spend millions of dollars using
infomercials to drive consumer awareness. Partnering with Beachbody will
introduce a nation-wide audience to the LES MILLS brand and give them a
taste of our classes. This exposure will create momentum and help to drive
many more people into your club.
25. Clothing
Range
LES MILLS® Clothing combines the best in cutting
edge functionality and technology with the latest
fitness trends, delivering stylish lifestyle wear that
transitions effortlessly from the gym to the street.
Regularly refreshed ranges feature program-inspired
pieces of performance wear, keeping members
looking and feeling part of the LES MILLS Tribe
while doubling as fashionable consumer pieces.
Created by top international sportswear designers
using the latest technical fabrics, our ranges are
designed to enhance members’ workouts, and
keep them looking hot and feeling cool while
doing it, with clothing that maximizes freedom and
movement whilst drawing moisture from the body.
Sleek, dynamic and powerful, LES MILLS Clothing
collections deliver ultimate performance at the gym
and beyond.
26. hoW a PartnErshiP With
CREATES GROWTH
Growth starts with the organization
of a great launch of your programs,
to excite the interest of existing
Launch Event 2 members and create a buzz in your
ATTENDANCE (optional)
& MEMBERSHIP GROWTH club. Each quarter, LES MILLS®
programs are refreshed with new
music and new choreography. This
gives you the perfect opportunity to
Quarterly Relaunch Event 2 host an event in your club to re-launch
> Member acquisition
the program, and to grow retention
through members’ motivation and
membership sales through referrals.
Quarterly Relaunch Event 1
> Member retention & acquisition Post launch, the quality of the
programs and instructors – supported
by world-class marketing – will help
Launch Event 1 ensure regular member attendance at
> Member retention classes.
27. launch
suPPort Plan
SIMPLE. EXCITING. EFFECTIVE.
From day one, you’ll be supported by a member of the LES MILLS® tribe who will assist you
with the process before, during, and after your first launch event to achieve these five outcomes
and to ensure you see optimal results from your new program(s) on an on-going basis.
1 2 3 4 5
Setting clear Establishing Introducing your Selecting and Organising a great
and measurable strong product new programs recruiting new launch event,
goals for your knowledge for to your existing instructor talent marketing, and
Group Exercise your membership timetable. Helping before the initial selling plan to
department and consultants and you decide how training. create the best
the launch of your front desk team. many classes you possible platform
program(s). Making sure they should launch and for growth.
know how to identifying where
best leverage the to put them on
programs with your timetable to
your members create optimal
and prospects. growth in
attendance.
28. WORLD-LEADING
instructor rEcruitmEnt
and training
solutions
Whatever your goals and vision, you need a strong team to help you get
there. The most important factor in the success of your programs is the
quality of the instructors who teach them. Great instructors drive thousands
of attendances each year.
Partnering with LES MILLS® will help you:
• Build a brand that attracts new talent
• Quickly grow the skills and motivation of your team
• Ensure team training is constantly up to date
• Guarantee quality and consistency to your members and guests
• Keep your team engaged and inspired
29. Les Mills® SUPPORTS YOU WITH THE
# 1 CHALLENGE IN THE INDUSTRY –
RECRUITING NEW INSTRUCTORS
30. LES MILLS INSTRUCTOR ®
TRAINING SYSTEM
Instructors in the USA receive ACE & AFAA education credits on completing any LES MILLS® training module.
National Presenter
National
and Trainer
Trainer
Bootcamp
Advanced
Advanced Training
and Elite LES Ongoing Quarterly
(AIM 1 and 2
MILLS Instructor Training
modules)
Certification
2-day initial training International LES
Selection
module (‘clearance MILLS Instructor
process
to teach’) Certification
31. instructors lovE
THERE ARE 90,000 LES MILLS®-TRAINED
INSTRUCTORS ACROSS THE WORLD WHO ARE
PASSIONATE ABOUT OUR PROGRAMS – AND
MORE ARE IN TRAINING EVERY DAY.
“I cannot say enough good things about LES “Everything is given to you. It’s already
MILLS and the tools they give you to be the best perfect and you know that it works which just
you can be.” – Don Murphy, USA Managing Partner takes so much stress away. I feel liberated
at Hudson Valley Gold’s Gym Organization & National and confident.” – Michelle Dean, Australia.
Presenter BODYPUMP® and BODYCOMBAT® BODYPUMP, BODYJAM®, BODYCOMBAT &
SH’BAM® Instructor
“LES MILLS has allowed me to create some life
changing fitness experiences for people.” - – “I teach a large BODYJAM class of 45+ people
Amanda Scales, USA - BODYSTEP® Program each week and they love the choreography
Coach & BODYATTACK® National Trainer and I love bringing it to them so Thank You for
bringing it to me.” – Jewel,
“After having taught 62 BODYPUMP releases Canada. BODYJAM Instructor GoodLife Fitness
over the past 16 years I have to say that it just Clubs
keeps getting better. Thanks.”
– Karen Finucan, NSW Australia. BODYPUMP
Instructor Fitness First
32. SMART
TECH
LES MILLS® is in a unique position to bring innovation to the equipment central to
THE GROUP EFFECT, drawing on our unparalleled knowledge of Group Exercise to deliver
the best possible results from every workout. Reducing transition times. Improving form. And
using smart design to push the limits.
Our revolutionary SMARTBAR™ weights system has been ergonomically designed to deliver the best
possible results from strength workouts.
In 2013, our brand new innovation completely reimagines the original step. SMARTSTEP™ boasts a multi-
directional surface, enhanced stability and an optional incline feature. It’s scientifically designed to get the
most out of even the toughest LES MILLS classes.
Strong. Dynamic. Integrated. Smart.
Register your interest at lesmills.com/smartstep
33. ALL
NEW THE WORLD’S BEST CLASSES. ANYTIME.
NOW THERE’S AN EASY WAY TO INCREASE YOUR CAPACITY BY
OFFERING EXTRA LES MILLS® CLASSES OUTSIDE PEAK TIMES.
Transform your Group Exercise capability by giving your members more
of what they want, when they want it.
Bundling robust technology with the powerful motivation of high
definition action film, LES MILLS® VIRTUAL brings the world’s best
classes and international instructors directly to your club. You choose
the class, you choose the time.
Reliable, flexible, simple. The power of the group. In one
small box.
lesmills.com/getvirtual
34. World-class marketing
and promotional
solutions
EVERYTHING YOU NEED TO HOST AMAZING GROUP
EXERCISE EVENTS THAT WILL ATTRACT NEW MEMBERS
AND PROMOTE YOUR PROGRAMS.
The LES MILLS® Group Fitness solution gives you free access to a huge collection
of valuable marketing and promotional resources. We are continually working on
new ways to help you inspire your members and prospects. Currently, we’re
developing online tools which will allow you to customise material with your own
club logos and messages.
35. Bottle Stickers
Brand
Campaigns Posters
Posters
Banners
Window clings
Billboards
Floor decals
Bathroom mirror/locker stickers
Bumper stickers
Class passes
Email templates
Web banners
Social media assets
36. Promo Video Brochures
Program
Specific
Material
Program logos/Timetable logos
Promotional videos
Learn the moves videos
Posters
Banners
Window clings
Billboards
Floor decals
Bathroom mirror/locker stickers
Bumper stickers
Class passes
Information brochures
Pregnancy brochures
Web banners
Social media assets
37. Posters Social Media
Quarterly
Material
Sizzler videos
Posters
Floor decals
Bathroom mirror/locker stickers
Banners Facebook
Window clings
Billboards
T-shirts
Email templates
Web banners
Social media assets
38. crunching thE
numbErs
It’s always going to be a question of value, isn’t it? As a pure cost, you’ll pay the
equivalent of a couple of pieces of equipment every year to have LES MILLS®
programs in your club.
However, depending on your pricing, you’ll have that back from a few extra
memberships saved, renewed, or generated through the increased motivation
and results your members and their friends will get from LES MILLS programs.
Some facilities maximize the support tools provided with the programs and
have tripled their total revenues – fact! Consider the cost of not investing in LES
MILLS programs? What’s the hidden cost of not improving your attendances?
Less motivation and poorer results for your members, and fewer renewals and
referrals for you.
IF YOU WANT MORE PEOPLE TO EXERCISE IN YOUR FACILITY MORE
OFTEN, LES MILLS OFFERS THE TOTAL GROUP EXERCISE SOLUTION
AT A VERY LOW COST.
39. TAKE YOUR FACILITY
TO THE NEXT LEVEL
WITH WORLD-LEADING
GROUP EXERCISE
SOLUTIONS
Contact your local LES MILLS® Agent today.
lesmills.com/pro
40. Over 45 years of experience in the
fitness industry, in 15,000 clubs
in 80 countries, has shown that
clubs that run Les Mills® Group
Fitness have more motivated
members, who attend more often.
Research shows that LES MILLS® licensed facilities have 500 more
members per club than the global average1
LES MILLS class participants visit twice as often as the average club member2
71.8% of LES MILLS participants say they intend to retain membership of their club in
12 months’ time3
Average Group Exercise attendance at LES MILLS licensed clubs is 33% of total
attendance versus an industry average of 10–20%1
90% of LES MILLS class participants are likely to recommend LES MILLS
programs to their friends and family3
Sales, referrals, attendance and renewals - all right there.
Visit www.lesmills.com for more information or to arrange a visit from one of our
agents.
1. Scoreboard global survey 2011
2. Nielsen (2010); IHRSA (2011)
3. Nielsen: Les Mills Consumer Survey (2010)
