SCOREBOARD ROUND 5 REPORT-LES MILLS WEST COASTSEPTEMBER 2012
SCOREBOARD DETAILS AND OBJECTIVES• A global attendance metrics survey tracking attendance in Feb/June/October every year since February 2011.• A total of over 5300 clubs have participated across all the 5 rounds so far.• The survey records and tracks accurate club and group exercise attendance data for both Les Mills and Non Les Mills Facilities.• The data tells us how we are doing and highlights the opportunities to leverage to fill classes, maximise club capacity and help build engaging, profitable clubs.
THE POWER OF THE GROUP“Here’s the new reality: consumers will never againrevere brands the way they used to. Consumers areincreasingly turning to (and trusting) other consumers.Why serving, assisting and lubricating is the new selling”Trendwatching Oct 2012“20% of people want to train alone. The other 80% wantto be actively engaged with and by their fitness facility.”Michael Scott Skudder, World Fitness Business Owners Summit 2012“As people get older, the results become less importantthan the participation/socialisation factor. They want tofeel like they are part of something”All Star Panel, World Fitness Business Owners Summit 2012
THE POWER OF LES MILLS GROUP EXERCISE -SCOREBOARD ROUND 5 HIGHLIGHTS• The number of clubs offering Les Mills programs continues to grow (13770 to 14,569 from Round 1 to 5).• Non-group exercise attendances are steady from Round 4 to 5 but the annual trend is downward.• The number of Non Les Mills classes offered among Les Mills licensed clubs continues to decline (7% share decline).• As a result Les Mills weekly classes and per class participation has increased (14.2) and Les Mills weekly attendance continues to grow (16.9).• There is still the opportunity to grow Group Exercise within the Les Mills licensed clubs.
LES MILLS ROUND 5 SCOREBOARD KEY NUMBERS GROW• 14.2 ave. number of Les Mills classes per week (low of 13.4)• 16.9 ave. number people in each class (low of 15.2)• 240 weekly Les Mills attendances (low of 203)• 38% share of GF timetable (low of 34%)• 40% share of GF attendances (low of 33%)• 3,489,241 weekly Les Mills attendances• 181,449,901 annual Les Mills attendances
KEEPING THE NUMBERS GROWING• The top performing Les Mills licensed clubs (Top 20-100) offer considerably more Les Mills classes per week than the average Scoreboard club, attracting twice as many participants per class.• Clubs that achieve the highest number of weekly group exercise attendance are typically large clubs OR those with a high share of Les Mills programs in the timetable.• Interest in Dance-based and Core-Abs programs continue to grow, with these programs attracting more attendances and in significantly more clubs than a year ago.• Dance-based programs have grown share of attendance while other are stable (+5% share). This growth is from both SH’BAM (2.2 to 3.3 classes p/w @ave 17 ppl per class ) and Zumba (3.2 to 3.3 classes p/w @ave 23 ppl per class) .• Dance is also clearly a genre with high class participation. A easy win on the timetable.
KEEPING THE NUMBERS GROWING• Strength/Weights and Cycle programs remain strong and classes continue to maintain high levels of attendance. • BODYPUMP™ has an average of 5.6 classes per week, with 19.5 people per class, and has increased share of group exercise attendances (+3%) within Les Mills licenced clubs. • RPM™ has an average of 6.2 classes per week, with 15.6 people per class in Les Mills licenced clubs.• Martial Arts is one of the 5 genres accounting for 75% of group exercise attendance. While the genre share remains steady, BODYCOMBAT™ attendance sees steady growth. • BODYCOMBAT™ has an average of 3.3 classes per week, with 19.2 people per class in Les Mills licenced clubs.• Almost half (47%) of Les Mills licenced clubs already offer small group/team training, leverage the HIIT trend to build attendance. • Les Mills licensed clubs are currently offering small group/team training sessions 4.2 times a week with average participation per session 15.2 people.
WHAT DOES THIS MEAN FOR LES MILLS LICENSEES?• Round 5 highlights successes as there has been an increase in BOTH Les Mills classes offered (i.e. timetable) and participation.• Round 5 also highlights opportunities: areas of interest, growing genres/programs and trends to leverage.
WHAT DO WE NEED TO DO• Focus on the areas of club/consumer needs & interests • The need for participation and socialisation = group exercise and team workouts • The growing genres and programs that effectively fulfil the needs (Dance, Strength/Weights, Cycle, Core/Abs, Martial Arts) • The High Intensity Interval Trend, starting with clubs already offering small group/team training = Les Mills GRIT™Series• Continue to grow • Number of clubs offering Les Mills programs • Group exercise within those clubs• Keep track of wins and leverage opportunities • Implement smarter tools to integrate into club financial software to track attendance and cost per head (measurement/research tools to easily share insights)
Top performing Les Mills licensed clubs 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 1,218 12,264 9,150 7,599 5,959 4,400 TOTAL WEEKLY ATTENDANCES 1,333 12,861 10,369 8,743 6,795 5,080 GROUP EXERCISE WEEKLY ATTENDANCE 606 3,832 2,922 2,414 1,816 1,415 LES MILLS WEEKLY ATTENDANCE 240 2,015 1,474 1,113 761 594 GROUP EXERCISE WEEKLY CLASSES 37 230 148 115 82 63 LES MILLS WEEKLY CLASSES 14 60 51 41 30 25 AVERAGE WEEKLY CLASS ATTENDANCE 16.2 16.7 19.7 21.1 22.1 22.4 AVERAGE LES MILLS WEEKLY CLASS ATTENDANCE 16.9 33.4 29.1 27.2 25.1 23.6 WEEKLY ATTENDANCE PER MEMBER 1.1 1.0 1.1 1.2 1.1 1.2Notes: 1. Out of 1,041 Les Mills licensed clubs surveyed; 2. Global Average is based on weighted survey responses, data for top clubs is based on unweighted survey responses 12
Top performing Les Mills licensed clubs 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(3) 1 LES MILLS AUCKLAND CITY 9,194 56% New Zealand Large LAS VEGAS ATHLETIC CLUBS- 2 7,163 20% USA Large WEST FLAMINGO LAS VEGAS ATHLETIC CLUB-- 3 6,360 25% USA Large GREEN VALLEY 4 ANON_01073 5,738 NA France NA LAS VEGAS ATHLETIC 5 4,034 15% USA Large CLUBS--RAINBOW 6 ANON_01346 3,672 NA USA NA 7 ANON_02079 3,648 NA USA NA 8 LES MILLS NEW LYNN 3,114 54% New Zealand Large 9 スポーツクラブＯＳＳＯ南砂 3,107 71% Japan Large 10 24H FITNESS_00512 2,975 NA USA NANotes: 1. Out of 1,041 Les Mills clubs surveyed; (2) NA= data not available; (3) Small: Club <1,800m2/19,375ft2; Medium: Club up to 3,150m2/33,900ft2; Large: Club over >3,150m2/33,900ft2 13
Top performing Les Mills licensed clubs 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(3) 11 LES MILLS CHRISTCHURCH 2,948 62% New Zealand Large 12 LES MILLS BRITOMART 2,923 37% New Zealand Small 13 WATERLOO WEBER STREET 2,805 34% Canada Large 14 LES MILLS HUTT CITY 2,795 44% New Zealand Medium 15 24H FITNESS_00892 2,730 NA USA NA 16 ANON_01299 2,706 NA USA NA 17 ANON_01368 2,697 NA USA NA 18 LIIKUNTAKESKUS HUKKA 2,688 49% Finland Large 19= ANON_01322 2,668 NA USA NA 19= BURLINGTON MALL 2,668 34% Canada LargeNotes: 1. Out of 1,041 Les Mills clubs surveyed; (2) NA= data not available; (3) Small: Club <1,800m2/19,375ft2; Medium: Club up to 3,150m2/33,900ft2; Large: Club over >3,150m2/33,900ft2 14
Genre share of Group Exercise in Les Mills licensed clubs Top Genre Share of Group Exercise Attendance Share of Group Exercise Ranking Genre Attendances 1 Strength / Weights 18% 2 Cycle/ Spinning 17% 3 Dance 17% 4 Mind & Body 13% 5 Martial Arts 7% 6 Core/Abs 6%Notes:1. Out of 1,041 Les Mills clubs surveyed 15
Top Ten Clubs – Global and Agent’s Territory Top Ten Global Performers(1) Top Ten Performers in Agent’s Territory(2) WEEKLY GROUP WEEKLY GROUP CLUB NAME FITNESS ATTENDANCE CLUB NAME FITNESS ATTENDANCELES MILLS AUCKLAND CITY 9194 LAS VEGAS ATHLETIC CLUBS-WEST FLAMINGO 7163LAS VEGAS ATHLETIC CLUBS-WEST FLAMINGO 7163 LAS VEGAS ATHLETIC CLUB--GREEN VALLEY 6360LAS VEGAS ATHLETIC CLUB--GREEN VALLEY 6360 LAS VEGAS ATHLETIC CLUBS--RAINBOW 4034ANON_01073 5738 ANON_01346 3672LAS VEGAS ATHLETIC CLUBS--RAINBOW 4034 24H FITNESS_00512 2975ANON_01346 3672 24H FITNESS_00892 2730ANON_02079 3648 ANON_01322 2668LES MILLS NEW LYNN 3114 ANON_01524 2502スポーツクラブＯＳＳＯ南砂 3107 24H FITNESS_00111 245824H FITNESS_00512 2975 24H FITNESS_00496 2436 Notes: (1) Total global sample size n = 1041 (2) Total territory sample size = 326
Key Club Performance Metrics Key Club Performance Metrics(1) WEEKLY GROUP FITNESS ATTENDANCE CLASS ATTENDANCE NA 37% 24.2 16.2 Territory Average Global Average Territory Average Global Average Group ﬁtness visits as a % of total Average group ﬁtness class member visits attendance CLUB VISITS CLUB CAPACITY NA 1.1 NA 1.0 Territory Average Global Average Territory Average Global Average Number of visits per member per Average member per square metre week Notes: (1) Total global sample size n = 1041; 1 m² = 10.7639 ft² Total territory sample size = 326
Key Club Performance Metrics (Cont.) Key Club Performance Metrics(1) WEEKLY LES MILLS GROUP FITNESS ATTENDANCE WEEKLY LES MILLS GROUP FITNESS ATTENDANCE 25.2 16.9 21% 40% Territory Average Global Average Territory Average Global Average Average attendance per Les Mills Les Mills group ﬁtness visits as a % Class of total group ﬁtness visits LES MILLS CLASSES LES MILLS CLASSES 9 14 20% 38% Territory Average Global Average Territory Average Global Average Average number of Les Mills classes Les Mills classes as % of total group per week ﬁtness classesNotes: (1) Total global sample size n = 1041;Total territory sample size = 326
Key Club Performance Metrics (Cont.) Key Metrics For Top Clubs Based On Total Group Fitness Attendance(1)(2) GLOBAL WEST COAST GLOBAL AVERAGE TOP 250 AVERAGE TOP 250 AVERAGE TOTAL MEMBERS 1,218 5,959 --- TOTAL WEEKLY ATTENDANCES 1,333 6,795 --- GROUP EXERCISE WEEKLY ATTENDANCE 606 1,816 1,249 LES MILLS WEEKLY ATTENDANCE 240 761 259 GROUP EXERCISE WEEKLY CLASSES 37 82 51 LES MILLS WEEKLY CLASSES 14 30 10 AVERAGE WEEKLY CLASS ATTENDANCE 16.2 22.1 24.5 AVERAGE LES MILLS WEEKLY CLASS ATTENDANCE 16.9 25.1 25.9 WEEKLY ATTENDANCE PER MEMBER 1.1 1.1 ---Notes: 1. Out of 1,041 Les Mills licensed clubs surveyed; 2. Global Average is based on weighted survey responses, data for top clubs is based on unweighted “---” = Insufficient survey responses data