Growing Membership and Profit by Les Mills

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Latest in Research and Best Practice from the World Leaders in Group Fitness

Latest in Research and Best Practice from the World Leaders in Group Fitness

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  • 1. 1 LES MILLS INTERNATIONAL © 2011
  • 2. 60 Health & Fitness facility attendance has50 become the biggest adult ‘sport’ in the Western world.40 Bigger than football, tennis and golf combined …30 We thought all stars we aligned for further20 growth…10 US Adult Fitness Club Participation0 1960 1970 1980 1990 2000 2010 2020 2030 2040 LES MILLS INTERNATIONAL © 2011
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  • 4. • Membership retention is the largest problem facing our industry today• Based on commodities and lacking the excitement and social engagement of sports - We behaved more as gyms than as true health clubs.• Competitive industries are evolving faster than us, eg: • Virtual exercise • New sports • Nutritional science • Medicine• Stagnating industry - Segmentation rather than innovations – The industry has started to turn into itself – we are fighting for the same customers instead of innovating to attract new ones (Budget clubs; micro Gyms) LES MILLS INTERNATIONAL © 2011
  • 5.  Many facilities worldwide are being hurt by low-budget competitors. At the same time, there are successful new fitness models emerging (micro gyms) eg: • Cross Fit Studios • Orange Theory - $23 per class • Kosama, Omni, Fitness Together, Title Boxing • Soul Cycle and Flywheel (US) – $32 per class • Pure Yoga (Asia and US) – $145 to $165 per month • Exhale Spa (US) – $195 pm for classes-only membership• People are willing to pay for value… 6 LES MILLS INTERNATIONAL © 2011
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  • 8. Many operators focus solely on sales and profit. Sophisticated clubs and recreationcenters add membership numbers and retention statistics. These are valid but BUTcan not guide management decisions –We need to manage using leadingmeasures which predict what the outcomes will be.There is one number that has a more powerful effect on success than any of theothers, that influences everything else: Member attendance.Regular attendees renew their memberships, refer their friends and promote theirclubs at staggering rates when compared to members who pay but seldom use theirgyms. LES MILLS INTERNATIONAL © 2011
  • 9. For all the good efforts of the equipmentcompanies, it’s not about the machines.It’s about becoming more than just a placewhere people come to pump iron and run on atreadmill.Leave that to the budget gyms that charge$10 a month. LES MILLS INTERNATIONAL © 2011
  • 10. Design a high-energy workout environmentCreate a relationship selling and newmember induction systemRecruit a team of great personal and smallgroup trainersBuild a ‘club within a club’ system forsports and other activitiesDevelop a member education and socialnetwork communication system LES MILLS INTERNATIONAL© 2011
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  • 12. 13 78% say room to exercise is extremely/very important! 60% say the ambience of the room is extremely/very important LES MILLS INTERNATIONAL© 2011
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  • 34. From Hard/Transactional selling to Relationship Selling to EducativeSelling:Shifting the MCs’ focus on providing relevant ‘solutions’ for a healthierand happier lifestyle – not selling a gym membership People join to get results and motivation but they stay because they make friends - The Membership Consultant (MC) can be the first powerful relationship… People research and buy online more and more We need to be more than the low-budget club – MCs need to bring additional value to online buying 35 LES MILLS INTERNATIONAL© 2011
  • 35.  MCs to become Membership Coaches responsible for setting up the new member for success – 24 Hour Fitness –80% of prospects have been member of a gym before… –No sales commission since last year –They have cut from 12 sales consultant to 5 membership coaches per centre –Prices has increased and January 2012 has seen the highest number of sales ever 36 LES MILLS INTERNATIONAL© 2011
  • 36.  MCs to become Membership Coaches responsible for setting up the new member for success – LMNZ –Shifted from hard selling to relationship selling in 2005 –MCs prescribe a training plan before the membership solutions: – It increases the perceived value and allows for an educated decision to be made – It creates ‘buy-in’ and commitment from prospect… It paves the road for new members to become ‘addicted’ to exercise at your facility… and it creates a bond with the MC. –They are responsible and accountable for new member attendance in first 3 months (21 visits) Recruiting and training MCs properly so they can deliver educative sales pitch and prescribe holistic fitness prescription and relevant exercise recommendations based on the customers’ needs 37 LES MILLS INTERNATIONAL© 2011
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  • 42. Going the extra mile… LMNZ – If a prospect doesn’t join, they leave with a 30-day exercise plan to do at home – My Exercise Calendar Behaviors must align with Vision… 43 LES MILLS INTERNATIONAL© 2011
  • 43. LMNZ - Improve the lives of New Zealanders Our goal is to get people to exercise, if possible in a gym and if possible, in Les Mills gym. If they don’t join today, we still want them to start exercising. At some point, we are confident they will join because they need MORE, they need motivation and we are the coolest gym in town. Reece Zondag, CEO, LMNZ This approach allows us to: – Come across as true fitness experts vs salespeople – Preserve the relationship – Give MCs a good reason to follow up and a real purpose behind each follow-up call – Focus no the talk being always about exercising, their goals, where they are at with it, inviting them to an event vs latest greatest deal 44 LES MILLS INTERNATIONAL© 2011
  • 44.  Implement a simple but thorough member on-boarding process facilitating consistent attendance and focusing on usage during first 12 weeks. It will set the foundation for long-term engagement.“Every year, the industry sells millions of memberships to men and women who, though they earnestly wish that they could become regular exercisers, have not yet developed the discipline or habit of regular exercise.” IHRSA Guide to Retention 2007 “12% of all cancellations would be avoided if all new members visited the facility at least once per week during the first calendar month after joining.” FIA Top Ten Strategies for Winning the Retention Battle STATS ON LENGTH OF MEMBERSHIP WHEN USAGE IS HIGHER THAN TWICE WEEKLY IN FIRST FEW MONTHS 45 LES MILLS INTERNATIONAL© 2011
  • 45. LMNZ - Goal: 21 visits in 3 months• Induction process with regular and specific points of contact• MCs are responsible for it (about 30% of their 21 visits commission)• they sell the dream; they make sure the dream happens!• Tracks every new member over 84 days and visits at 14, 42 and 84 days 46 LES MILLS INTERNATIONAL© 2011
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  • 49. LMNZ: 21 visits in 84 days Result: 50% of members achieving the 21 in 3 months (Goal is: 65%) Give MCs a clear and genuine reason to call – Red status: Rescue call – Orange: What more can we do to get you here more often? – Green: High-five call! Proven to be very successful in increasing new member usage, maintaining member motivation by discussing exercise progression and driving referrals earlier and more often 50 LES MILLS INTERNATIONAL© 2011
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  • 51. • Create a personal relationship with your members LES MILLS INTERNATIONAL © 2011
  • 52. Social media is revolutionizingour ability to communicate!But… it’s not as easy as it looks.Engagement, interest andauthenticity are key.Otherwise it’s meaningless… LES MILLS INTERNATIONAL © 2011
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  • 54. Health clubs need to becomemore than just places wherepeople go to use exercisemachines!We need to become true providersof holistic health. Educationchanges lives and your memberswill love you for it. LES MILLS INTERNATIONAL © 2011
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  • 57.  Lifestyle Family Fitness (Florida) teen fitness initiative – FREE 2-Month Summer Membership – Teens can utilize all equipment and participate in Group Exercise classes – Hourly restrictions in place (ie non-prime time) – Remember… teens have parents and they grow up to become paying adults 58 LES MILLS INTERNATIONAL© 2011
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  • 60. FreelanceProgrammes 61 LES MILLS INTERNATIONAL© 2011
  • 61.  A great way to increase the quality of on-boarding, results and connection (member to staff) Can be a good source of revenue Increase income opportunities and career opportunities for GX instructors However: – Even the best facilities in the world have less than 10% of members using PT on a regular basis vs 50%+ in GX – Connection is with a single staff member: if the member is unhappy with the PT or if the PT leaves, you could lose the member – No prescription of other form of exercise such as GX (which is more social and more holistic) 62 LES MILLS INTERNATIONAL© 2011
  • 62.  Currently the holy grail of the industry Everybody wants successful SGT programs – Allows more people access to PT – Increases $ per hour for PTs – Builds relationships between members… They make good friends. – Brings back the spirit of sports teams Challenges: – Best facilities only have 3 or 4% of their members doing SGT – As yet, no one has really made it successful 63 LES MILLS INTERNATIONAL© 2011
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  • 64. • 90% of all exercisers report that they would prefer to work out in a group.1• Members who attend Group Exercise (GX) use their facility 3 times per week compared to IHRSAs figure of 1.9 member visits a week, on average.• GX is cited as the biggest influence (40%) on how long people remain a member of a fitness facility.• GX member retention rates are higher than other member retention rates, on average.• 60% of people rate GX as the #1 service they specifically look at when choosing a gym.2• Satisfied GX members refer people 3 times more than other members. LES MILLS INTERNATIONAL© 2011
  • 65. Group Exercise attracts and motivates themasses.Some of the world’s most successful facilitieshave over 50% of their attendances in GX.“Group Exercise members attend moreregularly, remain members for longer, makemore referrals, perceive greater value in theirmemberships (ie will pay more) and do notleave when a budget gym opens nearby!”1 1. Will Phillips, The Retention Breakthrough LES MILLS INTERNATIONAL© 2011
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  • 67.  Many facilities worldwide are being hurt by low-budget competitors. At the same time, there are successful new fitness models emerging (micro gyms) eg: • Orange Theory - $23 per class • Kosama, Omni, Fitness Together, Title Boxing • Soul Cycle and Flywheel (US) – $32 per class • Pure Yoga (Asia and US) – $145 to $165 per month • Exhale Spa (US) – $195 pm for classes-only membership 68 LES MILLS INTERNATIONAL © 2011
  • 68. • Independent research shows that LES MILLS™ licensed facilities have 500 more members per facility than the global average.1• Average Group Exercise attendance at LES MILLS™ licensed facilities is 33%, with top performers above 50%.1• LES MILLS™ class participants visit their facility at least twice as often as the average member: 3.1 to 3.7 times per week vs 1.2 to 1.9 visits per week.2• 71.8% of LES MILLS™ participants say they intend to still be a member of their fitness facility in 12 months’ time.3• 95% of LES MILLS™ participants would recommend LES MILLS™ programs to their friends and family.3 1. Scoreboard global survey 2011 2. Nielsen (2010); IHRSA (2011) 3. IHRSA (2009) LES MILLS INTERNATIONAL © 2011
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  • 73. 74 Nielsen Consumer Survey74 LES MILLS INTERNATIONAL © 2011
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  • 75.  Prospects and members usually need three types of training to cover their basic needs Make sure you have at least one great program you can recommend BLINDLY in terms of quality, experience and consistency in each of these categories: – STRENGTH TONING – CARDIO – MIND-BODY STRETCH 76 LES MILLS INTERNATIONAL © 2011
  • 76. 5 program genres comprise 75% of GX attendance every weekIn order of market share, these are:  21% Strength and Weights  19% Cycling  14% Mind and Body  12% Dance  9% Martial Arts 77 LES MILLS INTERNATIONAL © 2011
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  • 78. Do you have best-in-category Are you interested in launching newprograms for the activities program(s) to primarily increasemembers and prospects are retention and strengthen your currentmore interested in? positioning, or to differentiate your offer and attract new types of members?While each club community hasa variety of programs, research • Retention and positioningshows there are five basic strengthening: go with program(s)genres driving 75% of global naturally matching your club positioningGroup Exercise attendance: and main target markets• Strength and Weights (21%) • To differentiate your offer and target new types of members: go with• Cycling (19%) program(s) off your natural positioning• Mind-body (14%) • Whatever your primary goal, Les Mills• Dance (12%) can help you achieve it with our• Martial arts (9%) scientifically-based programs and proven Group Fitness Management System LES MILLS INTERNATIONAL © 2011
  • 79. Les Mills’ BODYPUMP® is the original barbellclass, designed and scientifically proven tostrengthen the entire body. This 60-minute workoutchallenges all major muscle groups by using thebest weight-room exercises, including squats,presses, lifts and curls. Great music, awesomeinstructors and individual choice of weights inspireparticipants to perform 800 reps per class and toget the results they came for - and fast! Due to its broad appeal, BODYPUMP® attracts big numbers across all time-slots. Best practice suggests scheduling it a minimum of 7 to 12 times across the week to maximize attendance. Most clubs offer at least 2 classes per day.BODYPUMP® participants visit 4.3 timesper week on average versus the industryaverage of less than twice a week for non-Group Exercise club visits. LES MILLS INTERNATIONAL © 2011
  • 80. Les Mills is committed to building our brand andgrowing demand for your classes. That’s whywe’ve teamed up with Beachbody, the best-known provider of home workouts, to createLES MILLSTM PUMP, a set of home-workoutDVDs. We’ve seen the power of other brandsusing infomercials to drive consumer awareness.Partnering with Beachbody will introduce anational audience of millions to the Les Millsbrand. The exposure will help to drive morepeople into your facility and classes, and make itthat much easier for you to sign up new members. LES MILLS INTERNATIONAL © 2011
  • 81. Les Mills’ BODYPUMP® is A short, sharp workout, An indoor-cycling workout Les Mills’the original barbell class, backed by core where participants ride to BODYCOMBATTM is adesigned and scientifically conditioning research from the rhythm of powerful fiercely energetic cardioproven to strengthen the Penn State University, BODYBALANCETM/ music. The inspiring team workout inspired byentire body. This 60- that strengthens and BODYFLOW ® is a Yoga, coach leads the pack martial arts such asminute workout tones the body. It hones in Tai Chi and Pilates through hills, flats, Karate, Boxing, Tae Kwonchallenges all major on the torso and sling workout that builds mountain peaks, time Do, Tai Chi and Muaymuscle groups by using muscles that connect the flexibility and strength. trials and interval training. Thai. Supported by drivingthe best weight-room upper and lower body. It’s Controlled breathing,exercises, including ideal for tightening tummy Participants sweat and music and energizing concentration, stretches,squats, presses, lifts and and butt, improving burn to reach the instructors, participants moves and poses tocurls. Great music, functional strength and endorphin high! strike, punch, kick and music create an holisticawesome instructors and assisting in injury KATA their way through Due to its broad appeal workout that balances andindividual choice of prevention. CXWORX™ harmonizes the body, calories to superior cardio RPMTM attracts big fitness.weights inspire bands are available from numbers across all time- leaving participantsparticipants to perform lesmills.com/equipment. slots. centered and calm. Attracts maximum800 reps per class and toget the results they came Due to its broad appeal numbers during peak and Best practice suggests Due to its broad appealfor – and fast! CXWORXTM attracts big shoulder times, weekdays scheduling it 9 to 14 times BODYBALANCETM/ numbers across all time- and weekends. While itDue to its broad appeal, through the week to BODYFLOW ® attracts big slots. also works very well at off-BODYPUMP® attracts big maximize attendance. numbers across all time- peak times, performancenumbers across all time Best practice suggests slots. Most clubs that have is dependent onslots. Best practice scheduling it at peak or marketing and the dedicated cycling studios Best practice suggestssuggests scheduling it a shoulder times once or convenience of timing. offer 3 to 7 classes a day. schedulingminimum of 7 to 12 times twice a day. Given the 30- BODYBALANCE™ aacross the week to minute format, lunchtime DID YOU KNOW? Best practice suggests minimum of 5 to 7 timesmaximize attendance. classes are ideal. IT’S POSSIBLE TO scheduling through the week.Most clubs offer at least 2 CHARGE A BOOKING BODYCOMBATTM at least DID YOU KNOW?classes per day. FEE FOR RPMTM TO It’s very popular in the 5 to 7 times a week. CXWORX™ CAN BE BRING IN ANCILLARY morning, shoulder timesBODYPUMP® USED AS A FEE-BASED, REVENUE IN THE and during weekends.PARTICIPANTS VISIT 4.3 SMALL-GROUP TRAINING PROGRAM. THOUSANDS PERTIMES PER WEEK ON MANY FACILITIES ARE WEEK.AVERAGE VERSUS THEINDUSTRY AVERAGE HAVING SUCCESS WITHOF LESS THAN TWICE A THIS BOTH IN AND OUTWEEK FOR NON-GROUP OF THE GROUPEXERCISE CLUB VISITS. EXERCISE ROOM.
  • 82. Simple dance moves with A fun, low-impact, whole- A cardio workout offering Using simple movements A sports-inspired cardiochart-topping popular hits body workout that an addictive fusion of the on, over and around a workout for buildingenable participants to improves fitness and core latest dance moves and height-adjustable step, strength and stamina.shape up and let out their strength, using body hottest new sounds puts participants get huge High-energy intervalinner star – even if they’re weight, VIVETM tubes and the emphasis as much on motivation from popular training classes combinedance-challenged! The balls for extra resistance. having fun as breaking a music and uplifting athletic aerobic45-minute SH’BAM™ Great music, group sweat. Funky instructors instructors. Cardio blocks movements with strengthclasses provide the interaction and a skilled teach participants how to push fat-burning systems and stabilizationultimate fun and sociable instructor inspire move with attitude through into high gear, followed by exercises. Dynamicway to exercise. participants to get fit for this 55-minute class. muscle-conditioning tracks instructors and powerful life. that shape and tone the music motivateAttracts maximum Attracts maximum body. participants toward theirnumbers during peak and Attracts maximum numbers during peak and fitness goals.shoulder times, weekdays numbers during peak and shoulder times, weekdays Attracts maximumand weekends. Best shoulder times, weekdays and weekends. Can numbers during peak and Attracts maximumpractice suggests and weekends. While it perform strongly off peak shoulder times, weekdays numbers during peak andscheduling SH’BAM™ 5 to also works very well at off- with a charismatic and weekends, shoulder times, weekdays7 times a week. peak times, performance instructor and strong particularly mornings. Best and weekends. Can is dependent on marketing. Best practice practice suggests perform strongly off peak marketing and the suggests scheduling scheduling at least 3 to 5 with a charismatic convenience of timing. BODYJAMTM at least 3 to times a week. instructor and strong Best practice suggests 7 times a week. marketing. Best practice scheduling BODYVIVETM suggests scheduling at least 3 to 5 times a BODYATTACKTM at least week. 3 to 7 times a week. VIVE™ tubes and balls are available at lesmills.com/equipment
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  • 84. Whatever your goal and/orvision - you need a greatteam to help you get there.A crucial factor in thesuccess of your programs isthe quality of the instructorswho teach them.Great instructors drivethousands of attendanceseach year. LES MILLS INTERNATIONAL © 2011
  • 85. Partnering with Les Mills can help youto:• Build a brand that attracts new talent• Develop the skills and better motivateyour team• Ensure training and ongoing staffeducation is relevant and up-to-date• Guarantee quality and consistency toyour members and guests• Keep your team engaged and inspired LES MILLS INTERNATIONAL © 2011
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  • 91.  Massive BUZZ and interest in club during the 2 weeks building up to event Full focus from club team on common goals and interaction between sales, customer experience and product departments – ‘Breaking down silos’ Sold-out events and massive energy in clubs – all classes at 80 to 100% capacity Attendance: 5 to 10% membership 20% guests per class 50 to 70% conversion rate of guests Massive buzz post-event An increase of attendance in 2 to 3 weeks post-event of 10 to 20% 92 LES MILLS INTERNATIONAL © 2011
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  • 98. The LES MILLS™ Group Fitnesssolution gives you free access to ahuge collection of valuablemarketing and promotionalresources. We are continuallyworking on new ways to help youinspire your members andprospects. Currently we’redeveloping online tools, which willallow you to customize material withyour own club logos and messages. LES MILLS INTERNATIONAL © 2011
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  • 102.  WHY should your staff care about your business and challenge themselves every day? People need to be engaged in an inspiring and meaningful purpose… 103 LES MILLS INTERNATIONAL © 2011
  • 103.  “We are warriors in the battle against inactivity and over-consumption.” LMI Instructor Creed, 1998 “Creating life-changing experiences every time, everywhere. One class at a time, one participant at a time.” AIM manual “You have to find a way to make people fall in love with fitness.” Les Mills, 1968 104 LES MILLS INTERNATIONAL © 2011
  • 104. Health and Fitness facility attendance has become thebiggest adult ‘sport’ in the Western world. Bigger thanfootball, tennis and golf combined.But we have traditionally lacked the excitement and socialengagement of sports, and behaved more as gyms than astrue health ‘clubs’.The faster we can change that, the bigger our future! LES MILLS INTERNATIONAL © 2011
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