3ENVIRONMENTSCREATE POWERFUL FITNESSWhat makes truly successful clubs truly successful? Wildly popular instructors? Sparklingrestrooms? A kick-ass timetable? Sure, those things are a big part of that. But there’ssomething else at work there too. Something that elevates the entire experience to the As Phillip Mills, club owner and originator of the group ﬁtness phenomenon says:next level. Their environment. ‘people regularly rate appearance and atmosphere among the most critical factors determining their decision when choosing a club, and yet as an industry we have a dangerous tendency to prioritize equipment over environment. If we want our industry to stay relevant we must give them something worth leaving home for.’
5 MEMBERS TO ACHIEVE MORE“I’ve unearthed some previously unknown inner physical and mentalstrength and am able to do things I never dreamed I could do at 44years old. I feel like I can do anything.” Linda, LES MILLS™ participant.
7INSPIRE AMONG YOUR MEMBERS “I feel great just walking in here. It’s like the building is feeding me energy… some days, I don’t want to go home.” Brian, LES MILLS™ participant.
9ENGINEER A HIGH-PERFORMING Club environments have huge yet subtle effects on the people in them. The good ones uplift, inspire and motivate. The average ones inspire indifference. And the bad ones simply reinforce member dissatisfaction. What sort of impact do you want your club to have?
11STIMULATING. POWERFUL.INVITINGGet it right and you’ve got a space that people actively want to inhabit,that enhances their entire workout experience – and rewards them forwalking through the door in the ﬁrst place.• High-impact sails, decals and posters passively add an exciting, experiential dimension to workouts• Create a clear, point of difference against the club down the road• Quickly, easily achieve huge results within your existing space• Instantly create an aspirational, inviting club ‘personality’ for new ventures – or dramatically reinvigorate existing club spaces
FABIANO DESIGNS 13FABIANO DESIGNS There are ﬁve key elements that combine to create a complete club experience:THE MAKING OF AN 1 AWAKEN – THE ENTRY EXPERIENCE. The arrival should awaken the senses. Lighting, colors, space proportions, smell and sound are critical aspects of the initial entry experience. Don’t just sell to prospective members,seduce them to join. CLUB ENVIRONMENTWhen designing a club, we can choose to simply provide a place to work out. Or wecan create a place that is ﬁrmly part of our members’ lives: beautiful, inspiring andworthy of their loyalty. It isn’t just about arranging rooms and placing the equipment,it’s about creating the experience – perhaps the most powerful way of differentiatingyour club from the others in your area. 2 INSPIRE – CREATE A POWERFUL JOURNEY. If your members aren’t feeling part of the activities, are not engaged by your By Rudy Fabiano programming, don’t feel inspired to move, they won’t be members for long. AIA registered Architect, Interior Designer and president of Fabiano Designs.
FABIANO DESIGNS 15 3 ENERGIZE – CAPITALIZE ON THE CLUB’S ENERGY. 5 RELAX – INSPIRE MEMBERS TO STAY FOR LONGER. Are there opportunities to relax and reﬂect in your club? Lounge areas strategically Excite members during their workouts. The care of the design given to lobbies should extend to the workout ﬂoor and certainly the group exercise studios. Lighting and colors are even placed through the clubs add an important balance to the energy and hard work. more important here. Studios should be treated as special, and reﬂect the energy and What about a room with a view? experiences they provide. Aim to create yoga temples, dance halls, and movement studios. Members that play together, stay together. 4 REJUVENATE – REWARD AND REJUVENATE MEMBERS POST-WORK-OUT. In our research on how architecture can affect retention levels, we found that member interaction is considered highly important when members reconsider their membership. Quite simply, when they make friends in your club, they have a stronger tendency to stay, rather than breaking those bonds. The overall post workout rituals, the locker rooms, the showers, the steam rooms, Designing with this in mind, you can use areas that can promote and accommodate these interactions that makethe shave, are important elements of the workout and promote joy and feeling good. people feel at home – and keen to spend time in your club. This experience, when positive, can be a powerful retention tool.
CLUB DECOR SYSTEMS 17HOWPOWERFULDO YOU WANT YOURCLUB EXPERIENCE TO BE?Bold, challenging and dynamic? Colourful and fun?Somewhere in between? The beauty of the Les Mills club décor system isthat you can engineer an in-club experience that ﬁts your club’s unique lookand feel, workout intensities, interior layout and membership proﬁle.Choose elements from one of the two décor systems in the following pages– and make the décor as powerful or subtle as you choose.
HEROES DECOR SYSTEM 19BEBOLD,DYNAMICAND ASPIRATIONALThe ‘Heroes’ décor system features bold, dynamicand highly aspirational imagery – combined withmotivational headlines.Each element is designed to create huge impact and helpmotivate your members to do more, achieve more – andspend longer inside your club.
HEROES DECOR SYSTEM 21EXTERIORSThe entry experience: what you do outside your club is just as important as what you do inside.Maybe even more so. Because this is where your members’ (and potential members’) experienceof your club begins.Think of this exterior signage as a clear statement of what’s in store for people entering your club,what your club stands for – and how it differs from the club across the street.
HEROES DECOR SYSTEM 23 RECEPTION Energise and inspire: here’s where members sense your club’s energy for the ﬁrst time – and their hearts start pumping in anticipation. Dynamic, colourful and motivational imagery located at this point heightens their senses and drives them forward.ENTRANCEThe journey begins: high impact decorgets members hyped before their workout.And excites potential members about thepossiblities of what lies beyond the front door.
HEROES DECOR SYSTEM 25 RPM STUDIOS Drive them to their endorphin high: the music’s pumping, the instructor’s getting everyone in the zone – and there’s kick-ass imagery on the walls to help keep them there.GROUP FITNESS STUDIOSSeal the deal: your members’ workout experience is in full swing, so keep themmotivated and remind them just how good a workout they’re getting with large-scaledécor elements that provides the ultimate in inspirational backdrops.
HEROES DECOR SYSTEM 27 WEIGHTS Keep those energy levels up: there mightn’t be instructors or dynamic movement to inspire them to give it all they’ve got, but there’s sure as hell some heavy duty motivation pouring off the walls.CARDIO Keep em’ pumping: their muscles might be screaming - but there’s bold and motivating imagery all around them, inspiring them to give it all they’ve got.
HEROES DECOR SYSTEM 29LOCKER ROOMTurn it up – then cool it down: why shouldn’t the locker rooms be asmotivating and inspiring as the rest of your club? Get members in the zonebefore they work out – and remind them just how good it was right after. CHOOSE BOLD, DYNAMIC AND CHALLENGING
GRAPHIC OVERVIEW 31TYPICAL DISPLAY OPTIONS DÉCOR FORMATS Size graphics to suit site. Use horizontal, vertical, square or rectangular formats. Exterior and interior best suited to print on PVC in frame. A2 A0 SQUARE VERTICAL HORIZONTAL FLOOR STICKERS Swap out posters within interior spaces and size graphics to suit site. Use horizontal, vertical, square or rectangular formats. POSTERS Interior posters should be printed or laminated on rigid substrate or backlit. Utilise ﬂoor stickers and print on robust adhesive ﬁlm applied to the ﬂoor surface. Size graphics to suit site. Use horizontal or vertical formats.
33 POSTERS WITH HERO IMAGE/HEADLINE/GENERIC LOGO HEROES DÉCOR ELEMENTS DECOR HEROES P01 DECOR HEROES P02 DECOR HEROES P03 DECOR HEROES P04 HORIZONTAL WITH HERO IMAGE/TAGLINE/GENERIC LOGO DECOR HEROES P05 DECOR HEROES P06 DECOR HEROES P07 DECOR HEROES P08 POSTERS WITH HERO IMAGE/HEADLINE/PROGRAM LOGO DECOR HEROES H01 DECOR HEROES H02 DECOR HEROES H03 DECOR HEROES H04READY TO TRANSFORM? DECOR HEROES P09 DECOR HEROES P10 DECOR HEROES P11 DECOR HEROES P121. Make a note of the code numbers of the items you’d like in your club.2. Visit lesmills.com/décor (contact your Les Mills agent if don’t already have DECOR HEROES H05 DECOR HEROES H06 a username and password set up.)3. Select and then download the ﬁle to your computer.4. Discuss your exact requirements (size, speciﬁcation) with your printer and DECOR HEROES H07 DECOR HEROES H08 re-size the image if necessary, before getting them printed for your space. DECOR HEROES P13 DECOR HEROES P14 DECOR HEROES P15 DECOR HEROES P16
BENEFITS DECOR SYSTEM 39ADD A WHOLE NEWDIMENSION TO FITNESS. FUN. The ‘Beneﬁts’ décor system gives clubs a slightly softer alternative to the bolder, more dynamic ‘Heroes’ system you’ve just seen. Here, the focus is on combining ﬁtness with fun, connecting with fellow members and simply enjoying the overall ﬁtness experience. Available in male or female-focused versions, each item is designed to heighten the in-club experience and encourage your members to do more, achieve more – and spend longer inside your club.
BENEFITS DECOR SYSTEM 41EXTERIORSThe entry experience: once again, what you do outside your club is just as importantas what you do inside. Because this is where your members’ (and potential members’)experience of your club ﬁrst begins.Captivating exterior signage delivers an enticing snapshot of what your club has to offer.Better yet, it creates a clear point of difference from your competitor across the street.
BENEFITS DECOR SYSTEM 43 RECEPTION Energise and inspire: here’s where members really start to experience your club’s energy. So inspire and reassure them - and then drive them deeper inside your club with images and messages like these.ENTRANCEThe journey begins: your member (or potential member) has taken their ﬁrst steps inside your club.So draw them further inside with inviting and inspiring imagery.
BENEFITS DECOR SYSTEM 45 RPM STUDIO Drive them to their endorphin high: imagine the music’s pumping, the instructor’s taking the entire class on the calorie-destroying ride of their lives… now imagine this imagery not just completing but enhancing this experience.GROUP FITNESS STUDIOSeal the deal: your members’ workout is in full swing. Their focus will be on your instructor, but the crucial class start and end points arewhere you can not only psych them up for their workout, but also subtly reinforce the fun, social aspects of what they’re experiencing.
BENEFITS DECOR SYSTEM 47 WEIGHTS Keep those energy levels up: there mightn’t be instructors in this particular space. But who needs them when there’s motivation and inspiration like this?CARDIOThe deeper you dig, the higher the high: surrounded by bold and motivating imagery,inspires them to give it all they’ve got.
BENEFITS DECOR SYSTEM 49 CHOOSE FUN, EXCITING AND MOTIVATIONALLOCKER ROOMTurn it up – then cool it down: with images like this, even the most functional locker room canbecome a key part of the workout experience – and not just the dead zone at either end of it
BENEFITS DECOR SYSTEM 51 POSTERS WITH FEMALE HERO IMAGE/HEADLINE/PROGRAM LOGO BENEFITS DÉCOR ELEMENTS DECOR BENEFITS P09 DECOR BENEFITS P10 DECOR BENEFITS P11 DECOR BENEFITS P12 POSTER WITH FEMALE HERO IMAGE/TAGLINE/GENERIC LOGO DECOR BENEFITS P13 DECOR BENEFITS P14 DECOR BENEFITS P15 DECOR BENEFITS P16 POSTERS WITH MALE HERO IMAGE/HEADLINE/PROGRAM LOGO DECOR BENEFITS P01 DECOR BENEFITS P02 DECOR BENEFITS P03 DECOR BENEFITS P04READY TO TRANSFORM?1. Make a note of the code numbers of the items you’d like in your club. DECOR BENEFITS P17 DECOR BENEFITS P18 DECOR BENEFITS P19 DECOR BENEFITS P20 DECOR BENEFITS P05 DECOR BENEFITS P06 DECOR BENEFITS P07 DECOR BENEFITS P082. Visit lesmills.com/décor (contact your Les Mills agent if don’t already have a username and password set up.)3. Select and then download the ﬁle to your computer.4. Discuss your exact requirements (size, speciﬁcation) with your printer and re-size the image if necessary, before getting them printed for your space. DECOR BENEFITS P21 DECOR BENEFITS P22 DECOR BENEFITS P23 DECOR BENEFITS P24
57PHILLIP MILLS - LES MILLSPhillip is the driving force behind TRANSFORM and the founder of Les Mills – a company that aims to create life-changing ﬁtness experiences every time, everywhere. Phillip is a passionate advocate of the power of great design inhealth and ﬁtness clubs to transform their spaces into truly motivating destinations.JON HARRISON - HARRISON & HARRISONJon Harrison is director of multi-discipline design consultancy Harrison + Harrison, based in Auckland, New Zealand.The ﬁrm specializes in commercial interior design and special event design. The development of the décor elementsin the Heroes and Beneﬁts décor systems was a collaborative effort between Jon Harrison (Harrison + Harrison) andAuckland based designer Simon Coley. The computer generated renders were produced by Auckland based company,One to One Hundred.RUDY FABIANO - FABIANO DESIGNSRudy Fabiano, a registered Architect and Interior Designer, is president of Fabiano Designs, one of the USA’s leadingarchitects for ﬁtness, wellness centers, sports and recreational clubs, as well as Spa work. They have produced over400 projects nationally in the last 20 years. Rudy can be reached at Rudy@fabianodesigns.comRudy Fabiano contributed the Fabiano section of this book, on the choreographing a magical member experience.
Les Mills is the world’s largest provider of group exercise-to-music programs in health clubsin over 75 countries around the world. Every week, over six million people participate inLES MILLS™ programs, led by a tribe of over 70,000 instructors in more 13,000 clubs.To ﬁnd out more about the Les Mills global ﬁtness phenomenon, visit www.lesmills.com