1. T ET E D T A WL S A EH M NF N S A DA T I
H R N S H T I H P U A I E S N C IT
L T VY

2. H E F ITN E S S IN D U S TR Y IS AT R I
tagnation: s e gm e ntation rath e r
an innovation wh ile com p e titive
d u s trie s are e volving

3. Bu d ge t C lu b s

4. M icro-gym s

5. S e gm e ntation vs Innovation
M any trad itional clu b s world wid e are b e ing h u rt b y
low-b u d ge t com p e titors .
At th e s am e tim e , th e re are s u cce s s fu l ne w clu b
m od e ls e volving e g:
• O range – Changingory - $23 p e r clas s
One Tribe Th e the World Les Mills International © 2010

6. TH R E E AR E AS O F
O P P O R TU N ITY:
E X E R TAIN M E N T
C O M M U N ITY
H E ALTH

9. Top Te n C lu b s B as e d O n Total G rou p F itne s s Atte nd ance
Top 20 C lubs B as ed On Total G roup Fitnes s A ttendance(1)(2)
LES MILLS AUCKLAND CITY
IKSU SPORT Weekly Group GF Share of
Fitness Total
Ranking Club Name
THE EDGE Attendances Attendances Region Club Size
1 VIRGIN ACTIVE (3) 9658 57% New Zealand Large
2 8358 36% Sweden Large
VITAL
3 SPORTIUM COYOACAN 4134 30% USA Large
4 THE PEAK 4048 48% Spain Medium
5 LES MILLS EXTREME 3927 NA Belgium NA
6 LES MILLS NEW LYNN 3624 65% Mexico Large
7 24h FITNESS_00955 3376 33% UK Large
8 3316 34% New Zealand Large
9 3302 50% New Zealand Large
10 3260 NA USA NA
N ote s: 1 . O ut of 1 ,1 87 Le s Mils cl s surve ye d ; (2) N A= d ata not avail l (3) V irgin Active has chose n to re m ain anonym ous In the C l
l ub ab e ub
ranking so wil not b e pub l
l ishe d in C l re p orts, b ut are hap py for Le s Mils to vie w re sul
ub l ts

10. Top Twe nty C lu b s B as e d O n Total G rou p F itne s s Atte nd ance cont’d
Top 20 C lubs B as ed On Total G roup Fitnes s A ttendance(1)(2)
Weekly Group GF Share of
Fitness Total
Ranking Club Name Attendances Attendances Region Club Size
10 24H FITNESS_00955 3260 NA USA NA
11 24H FITNESS_00111 3222 NA USA NA
12 CLUB FIT 3210 24.1% USA Large
13 WATERLOO WEBER STREET 3167 33.8% USA Large
14 24H FITNESS_00202 3139 NA USA NA
15 24H FITNESS_00496 3128 NA USA NA
16 BURLINGTON MALL 3032 32.8% USA Large
17 24H FITNESS_00506 3022 NA USA NA
SPORTSCLUB-OSSO-
18 MINAMISUNA 2962 70.2% Japan Large
SOUTH SHORE YMCA
19 HANOVER BRANCH 2940 19.6% USA Small
20 24H FITNESS_00512 2931 NA USA NA
N ote s: 1 . O ut of 1 ,1 87 Le s Mils cl s surve ye d ; (2) N A= d ata not avail l (3) V irgin Active has chose n to re m ain anonym ous In the C l
l ub ab e ub
ranking so wil not b e pub l
l ishe d in C l re p orts, b ut are hap py for Le s Mils to vie w re sul
ub l ts

13. M ore M otivating E xe rcis e
E nvironm e nts
“E xe rtainm e nt”

18. D avid Barton
M iam i

30. C R E ATE M O R E E N TE R TAIN IN G
E X E R C IS E E N VIR O N M E N TS
Ine xp e ns ive e ffe cts –
p h oto b low-u p s

34. G X S TU D IO S :
[C h e ck ou t Le s M ills World
C las s S tu d io S e arch at
www.le s m ills .com ]

37. BE F O R E
F itne s s -S tu d io O N E , G e rm any

39. F itne s s -S tu d io O N E , G e rm any

47. Le s M ills Au ckland C ity

48. Le s M ills Britom art, Au ckland

49. Le s M ills Britom art, Au ckland

57. 57

61. Wh at cou ld you d o
to cre ate a
WO W
fitne s s s p ace ?

62. C R E ATE
C O M M U N ITY
“ Mos t of us
aren’t really
health clubs ,
we’re not even
clubs . We’re jus t
places where
people come to
lift weights and

64. S E LL TH E ‘LO N G TE R M ’
R E LATIO N S H IP

65. M AK E E X E R C IS E S O C IAL
G roup Fitnes s Team Training Pers onal Training E vent Training
Freelance
Programmes

66. P E R S O N AL
TR AIN IN G
H AS R E VO LU TIO N IZE D
O U R IN D U S TR Y
S mall
G roup
Training:
The next
revolution?

68. “C LU B WITH IN TH E C LU B”
LE S M ILLS R U N ™ LE S M ILLS R ID E ™
LE S M ILLS TR I™u cts cre ate d as s p e cific e ve nt
P rod
training p rogram s
D e s igne d arou nd an organis e d e ve nt
(e g m arath on, cycle ch alle nge ,
triath lon)
Training organis e d in 8 or 1 2 we e k
b locks with an e m p h as is on
gu id ance , s u p p ort and m otivation.
C le ar s e ns e of p u rp os e cu lm inating
in th e e ve nt its e lf and th e p e rs onal
s atis faction of com p le ting it.

69. “C LU B WITH IN TH E
C LU B”
Le s M ills Au ckland C ity 2008 Ad id as M arath on Te am

71. Talk to you r m e m b e rs
C re ate a
p e rs onal
re lations h ip with
you r m e m b e rs
C h oos e th e righ t
m e d iu m
for TH E M :
O ne way
com m u nication?
Two way?

72. S O C IAL M E D IA
Is re volu tionizing
ou r ab ility to
com m u nicate !
BU T…
It’s not as e as y as it
looks .
E ngage m e nt, inte re s t
and au th e nticity are ke y.
O th e rwis e it’s

76. M O TIVATIO N :
G R O U P F ITN E S S
E xam p le E volu tion of
th e E xe rcycle
1 980 O ld -fas h ione d
s tationary b ike
1 985 C om p u te rize d b ike
1 990 C ard io Th e atre
4 S p inning C las s
N ow S tand ard ize d ,
G F is qu ality-as s u rective
th e m os t e ffe d
clas s e s
way of cre ating m otivation
for th e ave rage fitne s s
m e m be r

77. G R O U P F ITN E S S
M any clu b s world wid e are b e ing h u rt b y low-b u d ge t
com p e titors .
At th e s am e tim e , th e re are s u cce s s fu l ne w clu b
m od e ls e volving e g:
• O range – Changingory - $23 p e r clas s
One Tribe Th e the World Les Mills International © 2010

78. WH AT D O E S IT TAK E TO
BE C O M E A C H AM P IO N
G R O U P E X E R C IS E
C LU B?

79. 79
IM AG IN E YO U
AR E A
F O O TBALL
C O AC H WH O
H AS 3 YE AR S TO
WIN
TH E

80. TH E H E ALTH
O P P O R TU N ITY
Be twe e n 2006-201 6
th e cos t of th e
Am e rican h e alth
s ys te m will alm os t
d ou b le to $4.1 trillion
p e r ye ar* .
It s e e m s th at ou r
h e alth is
d e te riorating at
alm os t as qu ickly as
th e s e cos ts are
incre as ing. Th e

81. Le t’s C re ate a F itte r
P lane t
Th e world is facing a
gre at h olis tic h e alth
ch alle nge and ou r
ind u s try is p e rfe ctly
p os itione d to p lay a b ig
p art in th e s olu tion.
We are th e e xact
op p os ite of th e
cigare tte and j nk food
u
com p anie s and we
h ave an intim ate

82. E d u cation:
Be com e Tru e
“H e alth C lu b s ”
Health clubs need to become
more than jus t places where
people go to us e exercis e
machines ! We need to
become true providers of
holis tic health. E ducation
changes lives and your
• Mercola.com
members will love you – it.
• Younger Next Year for
A few places to s tart:
C rowley/Lodges
• The Omnivore’s
Dilemma – Michael
Pollan
• You: The Owner’s

83. F ITTE R G O VE R N M E N T
Ind ivid u als and
b u s ine s s e s cannot b e
allowe d to d e s troy ou r
gre ate s t com m u nal
as s e ts . O u r le ad e rs ne e d
to le ad on th e s e is s u e s !
F itne s s ind u s try
initiative s :
•P h ys ical e d u cation b ack
in s ch ools , j nk food ou t
u
Be tte r u rb an d e s ign

84. F itte r
F acilitie s
Th e re are h u nd re d s of
gre at id e as , from low
e ne rgy ligh ting and
ap p liance s , to low-flow
s h owe r h e ad s and
toile ts , to s igning with a
re ne wab le e ne rgy
p rovid e r
or e ve n ins talling s olar
e ne rgy.
H ave a p rofe s s ional
gre e n au d it d one on

85. F ITTE R
FO O D
We can ch ange ou r h e alth and
th at of th e p lane t b y one
s im p le m e ans : wh at we p u t in
ou r m ou th s !

86. S TAN D F O R S O M E TH IN G
C R E ATE A
C AU S E N O T
A
BU S IN E S S
P e op le d on’t com e to Tom P eto rs
work te incre as e
s h are h old e r valu e , th e y want to m ake a
d iffe re nce !
Le ad e

87. S TAN D F O R S O M E TH IN G
Th e m os t s u cce s s fu l
b u s ine s s e s in th e world
care ab ou t m ore th an j s tu
m aking m one y!

88. LE T’S C R E ATE A F ITTE R
P LAN E T
“We are warriors in
th e b attle agains t
inactivity and ove r
cons u m p tion” - LM I
Ins tru ctor C re e d ,
1 998
“You h ave to find a

89. M O TIVATIO N - TH E BIG
O P P O R TU N ITY:
E X E R TAIN M E N T, C O M M U N ITY,
EH e U C ATIO Nnd ance h as b e com e th e
D alth clu b atte
b igge s t ad u lt “s p ort” in th e We s te rn
World . Bigge r th an footb all, te nnis and
golf com b ine d . Bu t we h ave trad itionally
lacke d th e e xcite m e nt and s ocial
e ngage m e nt of s p orts , and b e h ave d
m ore as gym s th an as tru e h e alth clu b s .