GETTING THE GROUP EFFECT
BACKGROUND: THE SCOREBOARD SURVEY§  Attendance is the key metric in our industry. It’s our most basic success measure and...
KEY LES MILLSSCOREBOARD NUMBERS
Globally, across all Les Mills programs, there are around 3.4 million weekly    attendances                               ...
That’s an average of over 176 million annual weekly group fitness attendances  of Les Mills programs!                     ...
Across all Les Mills programs, over 200,000 Les Mills classes take place each   week on average                           ...
Together BODYPUMPTM,,BODYCOMBATTM ,RPMTM and BODYBALANCETMaccount for 76% of total weekly attendance. Since launch CXWORXT...
HOW IS THE INDUSTRY HOLDING UP?“The economic gauntlet has tested our mettle and made us work harder than  we thought possi...
WHAT IS DRIVING MARKETS AROUND THE WORLD?    “NEWISM: The new* has never been hotter. For consumers who have grown up in t...
WHAT IS DRIVING MARKETS AROUND THE WORLD?                                                             “Everything is getti...
WHAT IS OUR OPPORTUNITY?We are operating in a world of relentless acceleration.  The industry is economically viable and g...
THE RELENTLESS CHALLENGE …                 ATTRACTING MEMBER ATTENTION     MAINTAINING THEIR INTEREST and KEEPING THEM ENG...
GETTING THE GROUP EFFECT     “American adults stare at screens (TV, phone, computer) for 8.5 hours a day. Most            ...
HELPING CLUBS GET THE GROUP EFFECT             GROUP EXERCISEATTRACTS AND MOTIVATES MORE MEMBERS, WHO     ATTEND MORE OFTE...
SCOREBOARD PROVES THE POWER OF GROUP EXERCISE  •    Highlights the opportunity within the 5 genres that account for almost...
SCOREBOARD PROVES THE POWER OF GROUPEXERCISE (cont…) •         Highlights the strength of Les Mills. Even during seasonal ...
SCOREBOARD ROUND 4:HIGHLIGHTS GROUP FITNESS STABILITY & LES MILLS STRENGTH  Group Exercise attendances in Les Mills licens...
SCOREBOARD ROUND 4:HIGHLIGHTS GROUP FITNESS STABILITY, LES MILLS STRENGTH•    Highlights the upward trend of the Dance gen...
THE BOTTOM LINE IS      WE NEED TO GET MORE PEOPLE MOVING,        MORE OFTEN, WITH GROUP FITNESS. GROUP FITNESS SHOULD BE ...
TOP TWENTY CLUBS SURVEYED
Top Twenty Clubs Based On Total Group Fitness Attendance  Top Twenty Clubs Based On Total Group Fitness Attendance(1)(2)  ...
Top Twenty Clubs Based On Total Group Fitness Attendance (cont’d)  Top Twenty Clubs Based On Total Group Fitness Attendanc...
Top 100 Clubs Performance Scoreboard Round 1                              Top Hundred Club Performance Based On Total Grou...
Top 100 Clubs Performance Scoreboard Round 2                                  Key Metrics For Top Clubs Based On Total Gro...
Top 100 Clubs Performance Scoreboard Round 3                                  Key Metrics For Top Clubs Based On Total Gro...
Top 100 Clubs Performance Scoreboard Round 4    Top performing Les Mills licensed clubs offer considerably higher number o...
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Les Mills Scoreboard round 4 lmwc

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Les Mills Global Scoreboard - Trends from over 4000 clubs with Les Mills Group Fitness

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Les Mills Scoreboard round 4 lmwc

  1. 1. GETTING THE GROUP EFFECT
  2. 2. BACKGROUND: THE SCOREBOARD SURVEY§  Attendance is the key metric in our industry. It’s our most basic success measure and the driver of sustainable profit. It’s also our biggest risk in light of a changing market landscape.§  Accurate attendance data is vital for our industry to learn and grow. The Scoreboard Global Metrics survey was initiated by Les Mills just over a year ago to review the industry, with Agent support in all regions.§  The survey is designed to record and track accurate club and group fitness attendance data, for both Les Mills and our competitors.§  Just over 4,300 clubs have taken part in the four rounds of the survey. We must continue to encourage more facilities to participate so that we can continue to build robust data and provide regional insight into industry trends.§  This data reminds us of the power and potential of group fitness. In particular how Les Mills group fitness programs fills classes, maximising club capacity and helps to build engaging and profitable clubs, thereby helping to grow the fitness industry.§  The following report is a summary of key insights and considerations for Round 1-4. It also highlights Agent-specific territory results. §  For the most part, local sample sizes were still too small to make strong comparisons with global averages. We have included this information so you can see the potential of this data in future.
  3. 3. KEY LES MILLSSCOREBOARD NUMBERS
  4. 4. Globally, across all Les Mills programs, there are around 3.4 million weekly attendances Les Mills Weekly Attendances 3,396,057 Total Les Mills Attendances Per Week i.e. the average was 3,396,057 (based on 14459 clubs * 234.875 attendances per week)Notes: 1. Sample size: Round 3 n= 1017. Round 4 n=1008
  5. 5. That’s an average of over 176 million annual weekly group fitness attendances of Les Mills programs! Les Mills Annual Attendances 176,594,964 Total Les Mills Attendances Per Year i.e. the average was 176,594,964 (based on 14459 clubs * 234.875 attendances per week) * 52 weeks)Notes: 1. Sample size: Round 3 n= 1017. Round 4 n=1008
  6. 6. Across all Les Mills programs, over 200,000 Les Mills classes take place each week on average Les Mills Classes per Week(1) 201K Total Les Mills Classes Per weekNotes: 1. Sample size: Round 3 n= 1017. Round 4 n=1008
  7. 7. Together BODYPUMPTM,,BODYCOMBATTM ,RPMTM and BODYBALANCETMaccount for 76% of total weekly attendance. Since launch CXWORXTM andSHBAMTM have already gained 4% and 2% share of Les Mills attendances. Les Mills Weekly Attendances By Program Share of Les Mills Mar 12 Attendance BODYPUMPTM 1,264,600 40   BODYSTEPTM 189,900 6   BODYATTACKTM 185,700 6   BODYCOMBATTM 449,500 14   BODYVIVETM 56,500 2   BODYBALANCETM 323,800 10   RPMTM 389,700 12   SHBAMTM 77,600 2   BODYJAMTM 123,800 4   CXWORXTM 112,800 4   TOTAL 3,173,800 100%Notes: 1. Sample size: Round 3 n= 1017. Round 4 n=1008
  8. 8. HOW IS THE INDUSTRY HOLDING UP?“The economic gauntlet has tested our mettle and made us work harder than we thought possible,…. but we are a better industry and better times lie ahead” IHRSA 2012 Global Report“In 2011, revenue increased 2.3% and is expected to increase 2.0% in 2012. The US industry will expand at an annual rate of 2.8% through 2017, to $29 billion, and will serve 48.3 million members.” IBIS World Feb 2012“The middle market in many industries is under attack from both low-cost andpremium segments. Consumers have high expectations even when the price they pay is low” Ray Algar, MD Oxygen Consulting, Author of 2011 Global Low Cost Gym Sector Report
  9. 9. WHAT IS DRIVING MARKETS AROUND THE WORLD? “NEWISM: The new* has never been hotter. For consumers who have grown up in the ‘Expectation Economy’ demanding the best of the best, the very notion of the ‘new’ has become a positive one” Trendwatching July 012 2 million patents were applied for in 2010, up from 1.4 million in 2000. World Intellectual Property Organization 2011 “The innovation-spurring eco-system is totally transparent, with everything now reviewed and rated [online] the moment it’s created, meaning the risk for consumers of trying out something new is approaching zilch.” Trendwatching July 012 “Spending is shifting online, e-commerce is no longer about choice, price but about everything consumers look for in any purchase: status, the right product and a compelling experience” Trendwatching May 2012 “US e-commerce sales will grow 62% by 2016, to USD 327 billion. European e-commerce sales will grow 78% by 2016, to USD 230 billion. Forrester Feb 2012, * This is not just breathless, eco-unfriendly, product-replacing madness.
  10. 10. WHAT IS DRIVING MARKETS AROUND THE WORLD? “Everything is getting faster. The online world with its relentless acceleration and amplification – of information, of excitement, of attention – is of course a major contributor to the NEW” Trendwatching July 012 “The desire to tell status stories is further fuelling consumer’s never-ending lust for new experiences, especially acute in a world where so much identity is expressed online. Consumers want to collect and mix-and match as many new and varied experiences as possible” Trendwatching July 2012 “Consumers don’t expect brands to be flawless. In fact, consumers will embrace brands that are still brilliant despite having flaws. Brands that show some empathy, generosity, humility, flexibility, maturity, humour and (dare we say it) some character and humanity” Trendwatching April 2012
  11. 11. WHAT IS OUR OPPORTUNITY?We are operating in a world of relentless acceleration. The industry is economically viable and growing.Consumers [members] have high expectations, want varied experiences and new choices. 11
  12. 12. THE RELENTLESS CHALLENGE … ATTRACTING MEMBER ATTENTION MAINTAINING THEIR INTEREST and KEEPING THEM ENGAGED MORE PEOPLE THROUGH THE FITNESS STUDIO DOOR GROWS ATTENDANCE, WHICH IN THE LONG TERM GROWS A SUSTAINABLE AND SUCCESSFUL BUSINESS 12
  13. 13. GETTING THE GROUP EFFECT “American adults stare at screens (TV, phone, computer) for 8.5 hours a day. Most people are not working out while they are staring…..” Club Solutions April 2012 “Motivation is the trigger that ignites club membership. Implicit in the motivation that inspires a member to join a club is the expectation that the experience of being a club member will sustain and support that motivation” IHRSA Guide to Retention 2007“Approximately 40% of new health club members are first-time members, and can feel helpless in a contemporary fitness center” IHRSA Guide to Retention 2007 “The sense of community you get from (group fitness) is incredibly valuable, as thatcamaraderie between members creates more accountability. Members encourage other members to come back, and may even suggest other classes that they have enjoyed” Jodi Sussner, KOSAMA, Club Solutions April 2012”Health club members equate value with usage. No matter whether a membership costs $25 per month or $125 per month, high usage equates to high value” IHRSA Guide to Retention 2007
  14. 14. HELPING CLUBS GET THE GROUP EFFECT GROUP EXERCISEATTRACTS AND MOTIVATES MORE MEMBERS, WHO ATTEND MORE OFTEN, WHO IN TURN, REFER MORE MEMBERS! THE POWER OF THE GROUP PROVIDES THE MOTIVATION TO KEEP MOVING 14
  15. 15. SCOREBOARD PROVES THE POWER OF GROUP EXERCISE •  Highlights the opportunity within the 5 genres that account for almost 75% of group exercise attendances •  Highlights the seasonality curve affecting club attendance through the year. •  The year starts high, dips and builds to the next year. •  Shows us that group exercise attendance is more season proof than non-group exercise attendance with lower off-peak declines •  Off-peak/low season total attendance declines 14% •  Non-group exercise attendance declines 17% •  Group exercise attendance declines 9% •  Les Mills group exercise declines only 8% •  Demonstrates the strength of group exercise when ONLY group exercise regains the attendance losses following off-peak fluctuations •  Post off-peak total attendance increases 13% (declines were -14%) •  Non-group exercise attendance increases 15% (declines were -17%) •  Group exercise attendance increases 10% (declines were -9%) 15
  16. 16. SCOREBOARD PROVES THE POWER OF GROUPEXERCISE (cont…) •  Highlights the strength of Les Mills. Even during seasonal fluctuations, Les Mills consistently owns 33% of share of group exercise attendances (5) •  33% of the 9.3M Group Exercise attendances during peak season •  33% of the 8.6M Group Exercise attendances during off-peak season, AND post off- peak low Les Mills attendances increase at a faster rate to grow share to 35% •  Shows that the average Les Mills licensed clubs performs above the industry norm of Group Exercise % to total attendance •  The majority perform above the industry target of 10-20% •  The top performers DOUBLE the target. •  Proves that Les Mills classes help drive attendance •  Top performing clubs attract higher total class attendance in Les Mills classes than other Group Exercise classes, on average •  Top 20 clubs: 45 participants in Les Mills classes vs. 31 participants in other classes(6) (5) Scoreboard Round 1, 2,3 (6) Scoreboard Round 2 16
  17. 17. SCOREBOARD ROUND 4:HIGHLIGHTS GROUP FITNESS STABILITY & LES MILLS STRENGTH Group Exercise attendances in Les Mills licensed clubs are stable across the year. Round 4 of Scoreboard shows: •  Total club attendance declines (11% down), but this is driven by a decline in non-group exercise attendances (17% declines). •  Total group exercise attendance show small gains, •  driven by class attendance, not number of classes •  Les Mills’ share of classes (timetable) has increased from 34% to 37%, and the annual trend is upwards. •  Increase owing to a decline in number of competitor classes (3% decline) •  Les Mills share of attendances is stable at 34%, annual trend is steady. 17
  18. 18. SCOREBOARD ROUND 4:HIGHLIGHTS GROUP FITNESS STABILITY, LES MILLS STRENGTH•  Highlights the upward trend of the Dance genre •  Increase in genre share (up from 11% to 15%) and number of clubs offering at least 1 program (up from 79% to 90%) •  SH’BAM attendances increasing 5.1 x over the year, Zumba increasing 2% share of Dance attendances in Round 4.•  Shows the strength of the Mind & Body genre •  Strength of genre share (ave14% over the year) and increase in number of clubs offering at least 1 program (up from 92% to 97%)•  Shows the solidity of the Strength& Weights genre •  Strength of genre share (ave 18% over the year) and steady in the number of clubs offering at least 1 program (ave 93% over the year)•  Demonstrates the importance of the above three genre’s – accounting for 47% share of Group Fitness attendances•  Highlights the increase in clubs that have “Other –unspecified classes” – new and different classes/formats additional to the genre’s over the year (39% to 46%). •  “Other- unspecified classes” account for 8% share of group fitness attendances. 18
  19. 19. THE BOTTOM LINE IS WE NEED TO GET MORE PEOPLE MOVING, MORE OFTEN, WITH GROUP FITNESS. GROUP FITNESS SHOULD BE THEIR DEFAULT CHOICE.LES MILLS OFFERS INNOVATIVE COMPELLING EXERCISE EXPERIENCES THAT CAPTURE AND ENGAGE MEMBERS
  20. 20. TOP TWENTY CLUBS SURVEYED
  21. 21. Top Twenty Clubs Based On Total Group Fitness Attendance Top Twenty Clubs Based On Total Group Fitness Attendance(1)(2) Weekly Group GF Share of Fitness Total Ranking Club Name Attendances Attendances Country Club Size 1 LES MILLS AUCKLAND CITY 9,209 55% New Zealand Large 2 IKSU SPORT 8,676 41% Sweden Large LAS VEGAS ATHLETIC CLUBS- 3 5,519 14% USA Large WEST FLAMINGO LAS VEGAS ATHLETIC CLUB-- 4 5,161 18% USA Large GREEN VALLEY LAS VEGAS ATHLETIC 5 5,141 17% USA Large CLUBS--RAINBOW 6 LES MILLS EXTREME 5,056 52% New Zealand Large 7 ANON_01073 4,022 NA France NA 8 BURLINGTON MALL 3,156 44% Canada Large 9 LIIKUNTAKESKUS HUKKA 3,151 49% Finland Large 10 24H FITNESS_00111 3,142 NA USA NANotes: 1. Out of 1,064 Les Mills clubs surveyed; (2) NA= data not available 21
  22. 22. Top Twenty Clubs Based On Total Group Fitness Attendance (cont’d) Top Twenty Clubs Based On Total Group Fitness Attendance(1)(2) Weekly Group GF Share of Fitness Total Ranking Club Name Attendances Attendances Country Club Size 11 24H FITNESS_00202 3,108 NA USA NA 12 THE PEAK 3,068 25% UK Large 13 ANON_02044 3,025 NA USA NA 14 JERRY LONG FAMILY YMCA 3,022 29% USA Large 15 スポーツクラブOSSO南砂 3,021 69% Japan Large 16 24H FITNESS_00496 2,891 NA USA NA 17 24H FITNESS_00216 2,855 NA USA NA 18 24H FITNESS_00512 2,852 NA USA NA YO10 SPORT & SPA CLUB 19 2,851 57% Spain Medium (GRANADA) 20 LES MILLS HUTT CITY 2,785 48% New Zealand MediumNotes: 1. Out of 1,064 Les Mills clubs surveyed; (2) NA= data not available 22
  23. 23. Top 100 Clubs Performance Scoreboard Round 1 Top Hundred Club Performance Based On Total Group Fitness Attendance(1) TOP 100 AVERAGE TOTAL MEMBERS 5,950 TOTAL WEEKLY ATTENDANCES 8,456 GROUP EXERCISE WEEKLY ATTENDANCE 2,525 GROUP EXERCISE LES MILLS WEEKLY ATTENDANCE 687 GROUP EXERCISE WEEKLY CLASSES 88 GROUP EXERCISE LES MILLS WEEKLY CLASSES 22 GROUP EXERCISE AVERAGE WEEKLY CLASS ATTENDANCE 28.6 GROUP EXERCISE AVERAGE LES MILLS WEEKLY CLASS ATTENDANCE 31.9Notes: 1. Out of 1,187 Les Mills clubs surveyed; 23
  24. 24. Top 100 Clubs Performance Scoreboard Round 2 Key Metrics For Top Clubs Based On Total Group Fitness Attendance(1)(2) TOP 20 TOP 50 TOP 100 AVERAGE AVERAGE AVERAGE TOTAL MEMBERS 5,619 5,474 5,011 TOTAL WEEKLY ATTENDANCES 9,312 8,095 7,149 GROUP EXERCISE WEEKLY ATTENDANCE 3,631 2,792 2,314 LES MILLS WEEKLY ATTENDANCE 1,628 996 745 GROUP EXERCISE WEEKLY CLASSES 114 88 79 LES MILLS WEEKLY CLASSES 37 25 23 AVERAGE WEEKLY CLASS ATTENDANCE 31.8 31.9 29.2 AVERAGE LES MILLS WEEKLY CLASS ATTENDANCE 44.6 39.5 32.9 WEEKLY ATTENDANCE PER MEMBER 1.7 1.5 1.4Notes: 1. Out of 993 Les Mills licensed clubs surveyed; 2. Based on unweighted survey responses 24
  25. 25. Top 100 Clubs Performance Scoreboard Round 3 Key Metrics For Top Clubs Based On Total Group Fitness Attendance(1)(2) TOP 20 TOP 50 TOP 100 AVERAGE AVERAGE AVERAGE TOTAL MEMBERS 14,717 10,046 8,007 TOTAL WEEKLY ATTENDANCES 13,122 10,616 8,755 GROUP EXERCISE WEEKLY ATTENDANCE 3,859 2,950 2,415 LES MILLS WEEKLY ATTENDANCE 1,695 1,168 876 GROUP EXERCISE WEEKLY CLASSES 140 106 88 LES MILLS WEEKLY CLASSES 47 36 29 AVERAGE WEEKLY CLASS ATTENDANCE 27.6 27.8 27.5 AVERAGE LES MILLS WEEKLY CLASS ATTENDANCE 35.7 32.7 30.4 WEEKLY ATTENDANCE PER MEMBER 0.9 1.1 1.1 In the top performing clubs, Les Globally – 16.5 Mills achieves significantly higher per class attendance thanNotes: 1. Out of 1,069 Les Mills licensed clubs surveyed; 2. Based on unweighted survey responses competitor programs 25
  26. 26. Top 100 Clubs Performance Scoreboard Round 4 Top performing Les Mills licensed clubs offer considerably higher number of Les Mills classes per week, which attract twice as many participants per class than at the global level Key Metrics For Top Clubs Based On Total Group Fitness Attendance(1)(2) GLOBAL TOP 20 TOP 50 TOP 100 TOP 250 TOP 500 AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE TOTAL MEMBERS 1,377 15,337 9,998 8,473 6,362 5,031 TOTAL WEEKLY ATTENDANCES 1,775 15,090 10,451 9,079 6,914 5,404 GROUP EXERCISE WEEKLY 657 4,086 3,114 2,540 1,945 1,524 ATTENDANCE LES MILLS WEEKLY ATTENDANCE 223 1,792 1,275 908 659 538 GROUP EXERCISE WEEKLY CLASSES 38 136 111 90 73 60 LES MILLS WEEKLY CLASSES 14 50 40 30 25 22 AVERAGE WEEKLY CLASS ATTENDANCE 17.2 30.1 28.2 28.4 26.7 25.5 AVERAGE LES MILLS WEEKLY CLASS ATTENDANCE 16.0 35.8 32.2 30.3 26.9 24.5 WEEKLY ATTENDANCE PER MEMBER 1.2 1.0 1.0 1.1 1.1 1.1Notes: 1. Out of 1,064 Les Mills licensed clubs surveyed; 2. Global Average is based on weighted survey responses, data for top clubs is based on unweighted survey responses 26

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