MEMBERSHIP UNLEASHEDFUTURE OF FITNESS                    1   LES MILLS INTERNATIONAL © 2011
THE FUTURE OF FITNESS                               Health & FitnessCHALLENGES                                      facili...
FUTURE CHALLENGESAND OPPORTUNITIES1.  The number of people who fit our    current offerings is reducing    reflected in a ...
FUTURE CHALLENGES AND OPPORTUNITIES3.  “Play drives activity” with growth in two    distinct areas:   §    Blends of game...
FUTURE CHALLENGESAND OPPORTUNITIES4.  Activity offers ‘more’…   §  ‘Relationships and community’, in       which people s...
MEMBERSHIP UNLEASHEDHOW LES MILLS PARTNERS GO FROM GOOD TO GREAT                                               LES MILLS I...
1. THEY IMPLEMENT THE LES MILLS GX SYSTEM                                          LES MILLS INTERNATIONAL © 2011
2. THEY USE THE RIGHT PROGRAM SOLUTIONS                                         LES MILLS INTERNATIONAL © 2011
AND SIMPLE BRANDED MEMBER ONBOARDING MODELS     Personal Training   Small Group Training       Group Fitness Training    E...
3. THEY COMMIT TO REGULAR WORLD CLASS INITIALAND ADVANCED INSTRUCTOR TRAINING                                         LES ...
4. THEY USE THE NEW CLUB PERFORMANCE TOOLS                                         LES MILLS INTERNATIONAL © 2011
5. THEY IMPLEMENT A ROBUST GX REPORTING SYSTEM                                        LES MILLS INTERNATIONAL © 2011
6. THEY HOST BROADWAY CLASS GX EVENTS  § Point of sales training that leverages    group fitness as a key membership    s...
7. THEY BUILD BROADWAY CLASS ENVIRONMENTS  § Using the best professional    functional and aesthetic design    you can af...
ENVIRONMENT EFFECTSATTENDANCE                  THE AMBIENCE OF THE STUDIO.                                              70...
ENVIRONMENT.CREATE MORE A COMPELLING AMBIENCE.                                                             LES MILLS INTER...
ASPIRATIONAL WALL MURALS.  USE SIMPLE INEXPENSIVE PHOTO BLOWUPS.       Inexpensive effects – photo blow-ups               ...
LES MILLS INTERNATIONAL © 2011
LES MILLS INTERNATIONAL © 2011
20   LES MILLS INTERNATIONAL © 2011
21   LES MILLS INTERNATIONAL © 2011
§  Les Mills World of Fitness, Auckland*, New Zealand§  12,000 members – current membership NZ$110 per month§  5,000m2 ...
LES MILLS INTERNATIONAL © 2011
LES MILLS INTERNATIONAL © 2011
LES MILLS INTERNATIONAL © 2011
26     LES MILLS INTERNATIONAL © 2011
LES MILLS INTERNATIONAL © 2011
7. THEY LEVERAGE THE NEW US CONSUMER LESMILLS PUMP INITIATIVE §  Beach Body LES MILLS    PUMPTM Home DVD§  Biggest marke...
MEMBERSHIP UNLEASHEDCLUB PERFORMANCE METRICSLES MILLS GLOBAL STUDY 2011-2012                              29   LES MILLS I...
GX POWERED BY LES MILLS FROM GOOD TO GREAT§  THE AVERAGE LES    MILLS LICENSEE    FACILITY HAS    500 MORE MEMBERS    PER...
GX POWERED BY LES MILLS FROM GOOD TO GREAT                                         § THE MAJORITY OF LES  MILLS™ PARTICIP...
GX POWERED BY LES MILLS FROM GOOD TO GREAT § LES MILLS GX MEMBERS   ATTEND THEIR FACILITIES   ALMOST TWICE AS OFTEN   AC ...
GX POWERED BY LES MILLS FROM GOOD TO GREAT § THE MAJORITY OF LES  MILLS™ PARTICIPANTS  WOULD ABSOLUTELY OR  STRONGLY RECO...
GX POWERED BY LES MILLS FROM GOOD TO GREAT§ LES MILLS LICENSEES  TEND TO HAVE HIGHER %  OF CLUB ATTENDANCE  PARTICIPATING...
GX POWERED BY LES MILLS FROM GOOD TO GREAT § LES MILLS CLASSES   ATTRACT HIGHER   TOTAL CLASS   ATTENDANCE THAN   OTHER C...
GX POWERED BY LES MILLS FROM GOOD TO GREAT § THE AVERAGE LES MILLS   LICENSEE ATTRACTS   AROUND 600 WEEKLY   GROUP EXERCI...
YOUR NEXT STEP                                 Schedule a Membership Growth Strategy Review              No Cost, No Risk,...
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FUTURE OF GROUP FITNESS May 2012

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THE LATEST TRENDS ON FUTURE OF FITNESS AND RESEARCH ON LES MILLS SYSTEM PERFORMANCE

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FUTURE OF GROUP FITNESS May 2012

  1. 1. MEMBERSHIP UNLEASHEDFUTURE OF FITNESS 1 LES MILLS INTERNATIONAL © 2011
  2. 2. THE FUTURE OF FITNESS Health & FitnessCHALLENGES facility attendance has§ LES MILLS white paper highlights become the biggest big challenges we face if we are to adult “sport” in the survive Western world. Bigger 1.  Aging obese markets than football, tennis 2.  Fitness Seekers want other options and golf combined 3.  Play drives activity 4.  Activity must offer something more 2 LES MILLS INTERNATIONAL © 2011
  3. 3. FUTURE CHALLENGESAND OPPORTUNITIES1.  The number of people who fit our current offerings is reducing reflected in a population that is aging and suffering from obesity2.  Fitness seekers want better quality products, more control and mobility, and ultimately more choice in how they exercise 3 LES MILLS INTERNATIONAL © 2011
  4. 4. FUTURE CHALLENGES AND OPPORTUNITIES3.  “Play drives activity” with growth in two distinct areas: §  Blends of game, sport and dance will offer fitness and activity that are driven by fun, pleasure and sociability §  ‘Exergaming’ consumers will seek fitness and activity as a game driven by enjoyment. §  Technology will evolve this segment into ‘exertainment’ with rich sensory experiences, and eventually virtual realities that involve movement, social networks, escapism and new experiences. 4 LES MILLS INTERNATIONAL © 2011
  5. 5. FUTURE CHALLENGESAND OPPORTUNITIES4.  Activity offers ‘more’… §  ‘Relationships and community’, in which people seek communication, connection, and shared experiences §  ‘The search for meaning’, in which people place emotional, social and spiritual integrity at the core of their beings §  Low-tech solutions like returning to nature, opting out or disconnecting §  New techniques like proactive medication 5 LES MILLS INTERNATIONAL © 2011
  6. 6. MEMBERSHIP UNLEASHEDHOW LES MILLS PARTNERS GO FROM GOOD TO GREAT LES MILLS INTERNATIONAL © 2011
  7. 7. 1. THEY IMPLEMENT THE LES MILLS GX SYSTEM LES MILLS INTERNATIONAL © 2011
  8. 8. 2. THEY USE THE RIGHT PROGRAM SOLUTIONS LES MILLS INTERNATIONAL © 2011
  9. 9. AND SIMPLE BRANDED MEMBER ONBOARDING MODELS Personal Training Small Group Training Group Fitness Training Event Training 9 LES MILLS INTERNATIONAL© 2011
  10. 10. 3. THEY COMMIT TO REGULAR WORLD CLASS INITIALAND ADVANCED INSTRUCTOR TRAINING LES MILLS INTERNATIONAL © 2011
  11. 11. 4. THEY USE THE NEW CLUB PERFORMANCE TOOLS LES MILLS INTERNATIONAL © 2011
  12. 12. 5. THEY IMPLEMENT A ROBUST GX REPORTING SYSTEM LES MILLS INTERNATIONAL © 2011
  13. 13. 6. THEY HOST BROADWAY CLASS GX EVENTS § Point of sales training that leverages group fitness as a key membership sales tool § Les Mills has formulas for hosting launch and relaunch events, on 3 different budgets, that are proven to: – enhance member retention and acquisition – deliver significant ROI – transform group exercise into a profit centre LES MILLS INTERNATIONAL © 2011
  14. 14. 7. THEY BUILD BROADWAY CLASS ENVIRONMENTS § Using the best professional functional and aesthetic design you can afford § Pay special attention to –  Lighting –  Capacity Space –  Flooring –  Staging –  Wall décor and mural –  Sound & Microphones –  Exits/ Entry points –  Equipment Storage –  Window/Mirror Clings LES MILLS INTERNATIONAL © 2011
  15. 15. ENVIRONMENT EFFECTSATTENDANCE THE AMBIENCE OF THE STUDIO. 70% MEMBERS RATE AS A KEY ATENDANCE DRIVER. Neilsen Research ( 2008) LES MILLS INTERNATIONAL © 2011
  16. 16. ENVIRONMENT.CREATE MORE A COMPELLING AMBIENCE. LES MILLS INTERNATIONAL © 2011
  17. 17. ASPIRATIONAL WALL MURALS. USE SIMPLE INEXPENSIVE PHOTO BLOWUPS. Inexpensive effects – photo blow-ups . LES MILLS INTERNATIONAL © 2011
  18. 18. LES MILLS INTERNATIONAL © 2011
  19. 19. LES MILLS INTERNATIONAL © 2011
  20. 20. 20 LES MILLS INTERNATIONAL © 2011
  21. 21. 21 LES MILLS INTERNATIONAL © 2011
  22. 22. §  Les Mills World of Fitness, Auckland*, New Zealand§  12,000 members – current membership NZ$110 per month§  5,000m2 / 53,500 ft2 Fitness Only Club§  2,000m2 / 21,500 ft2 Group Fitness Area§  4 studios – largest is 700m2 / 7,500 ft2§  Over 150 classes per week§  50%+ of total attendances§  65 part time Instructors§  9,000 + Group Fitness visits per week§  M’ship retention rate 80% (IHRSA formula)*City of 1.5M people with 175 health clubs LES MILLS INTERNATIONAL © 2011
  23. 23. LES MILLS INTERNATIONAL © 2011
  24. 24. LES MILLS INTERNATIONAL © 2011
  25. 25. LES MILLS INTERNATIONAL © 2011
  26. 26. 26 LES MILLS INTERNATIONAL © 2011
  27. 27. LES MILLS INTERNATIONAL © 2011
  28. 28. 7. THEY LEVERAGE THE NEW US CONSUMER LESMILLS PUMP INITIATIVE §  Beach Body LES MILLS PUMPTM Home DVD§  Biggest marketing initiative since the global launch of BODYPUMPTM in 1997§  Multi Million $$ Infommercial§  Massive consumer drive of new members to sites with LES MILLS Programs§  US launch May 2012 LES MILLS INTERNATIONAL © 2011
  29. 29. MEMBERSHIP UNLEASHEDCLUB PERFORMANCE METRICSLES MILLS GLOBAL STUDY 2011-2012 29 LES MILLS INTERNATIONAL © 2011
  30. 30. GX POWERED BY LES MILLS FROM GOOD TO GREAT§  THE AVERAGE LES MILLS LICENSEE FACILITY HAS 500 MORE MEMBERS PER CLUB THAN THE GLOBAL AVERAGE (1) Scoreboard Round 1 and 2 (2) Scoreboard Round 2 30 LES MILLS INTERNATIONAL © 2011
  31. 31. GX POWERED BY LES MILLS FROM GOOD TO GREAT § THE MAJORITY OF LES MILLS™ PARTICIPANTS WANT TO CONTINUE TO TAKE LES MILLS™ IN NEXT 12 MONTHS LES MILLS INTERNATIONAL © 2011
  32. 32. GX POWERED BY LES MILLS FROM GOOD TO GREAT § LES MILLS GX MEMBERS ATTEND THEIR FACILITIES ALMOST TWICE AS OFTEN  AC Nielsen (2010); IHRSA Consumer Report USA (2011 LES MILLS INTERNATIONAL © 2011
  33. 33. GX POWERED BY LES MILLS FROM GOOD TO GREAT § THE MAJORITY OF LES MILLS™ PARTICIPANTS WOULD ABSOLUTELY OR STRONGLY RECOMMEND LES MILLS™ PROGRAMS TO THEIR FRIENDS AND FAMILY AC Nielsen (2010); IHRSA Consumer Report USA (2011) LES MILLS INTERNATIONAL © 2011
  34. 34. GX POWERED BY LES MILLS FROM GOOD TO GREAT§ LES MILLS LICENSEES TEND TO HAVE HIGHER % OF CLUB ATTENDANCE PARTICIPATING IN GROUP EXERCISE (1) Scoreboard Round 1 and 2 (2) Scoreboard Round 2 34 LES MILLS INTERNATIONAL © 2011
  35. 35. GX POWERED BY LES MILLS FROM GOOD TO GREAT § LES MILLS CLASSES ATTRACT HIGHER TOTAL CLASS ATTENDANCE THAN OTHER CLASSES, ON AVERAGE (3) Scoreboard Round 1 and 2 (4) Scoreboard Round 1 35 LES MILLS INTERNATIONAL © 2011
  36. 36. GX POWERED BY LES MILLS FROM GOOD TO GREAT § THE AVERAGE LES MILLS LICENSEE ATTRACTS AROUND 600 WEEKLY GROUP EXERCISE ATTENDANCES THROUGH THE YEAR(3) (3) Scoreboard Round 1 and 2 (4) Scoreboard Round 1 36 LES MILLS INTERNATIONAL © 2011
  37. 37. YOUR NEXT STEP Schedule a Membership Growth Strategy Review No Cost, No Risk, No Obligation steven.renata@lesmills.com 37 LES MILLS INTERNATIONAL © 2011

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