Les Mills is launching a new boutique studio solution to attract younger audiences into clubs through an emphasis on experience and premium design.
With Millennials and Gen Z – dubbed ‘Generation Active’ – now representing 80% of all fitness consumers, LES MILLS Boutique is a turnkey solution designed to help clubs win this key battleground and drive growth as they accelerate out of the pandemic.
The LES MILLS Boutique studio solution comprises:
- Bespoke studio fit-out plans
- Cutting-edge workouts that are constantly refreshed
- Complete coach training
- Studio operations guide
Underpinned by a trio of innovative workouts – LES MILLS CEREMONY™, LES MILLS CONQUER™ and THE TRIP™ – LES MILLS Boutique can be integrated into existing clubs or exist as a standalone site.
Four years in the making, the concept has been extensively trialed at Les Mills New Zealand’s flagship Auckland City club – as well as with a premium operator in Asia – to help clubs beat standalone boutiques in the battle for younger members.
The successful Auckland City trial saw a 79 percent increase in new joiners in the nine months after launch, with the classes averaging 90 percent occupancy. Meanwhile, the average age of class participants for CEREMONY and CONQUER was four years younger than the overall club attendee.
WATCH: FLY-BY TOUR OF LES MILLS AUCKLAND CITY’S IN-CLUB BOUTIQUE
“Like every club in the world, one of our biggest priorities is ensuring our offering remains relevant and attractive to younger members,” says Les Mills New Zealand Head of Fitness, Ish Cheyne. “Since adding LES MILLS Boutique we’ve seen younger audiences streaming through our doors and better business outcomes. We’re now in the process of rolling out this studio solution across our entire 12-club estate to ensure we stay relevant with this key demographic by appealing to their love for high-octane experiences and sleek aesthetics.”
While groundbreaking immersive cycling workout THE TRIP was first launched in 2014 – and can be found in over 100 leading facilities around the world – CEREMONY and CONQUER represent brand new programs from Les Mills and a significant departure from its best-known workouts like BODYPUMP and BODYCOMBAT.
LES MILLS CEREMONY is a continually evolving 45-minute functional training class, designed around natural human movement utilizing the best in functional and cardio training equipment. Emphasis is on a supportive environment, variety, clear guidance and an accessible, but athletic whole-body workout.
LES MILLS CONQUER is a 45-minute boxing conditioning workout, comprising boxing bags, treadmills, and floorwork. Expect a fun, high energy, highly motivational boxing conditioning workout in a studio where every lighting, design and audio detail has been carefully considered.
THE TRIP is a fully immersive workout experience that combines a 40-minute multi-peak cycling workout with a journey through digitally created worlds. With its cinema-scale screen and sound system, THE TRIP takes motivation and energy output to the next level.
LES MILLS Boutique is expected to be live in markets by the end of 2022, with advanced discussions being carried out with a selection of operators across the US and Europe.
“Our partners have been asking for this type of boxed solution for several years now, so having taken our time to perfect the formula, we’re excited to be finally bringing it to market,” adds Keith Burnet, Les Mills CEO of Global Markets.
Inquiries are to be made direct to Nate Garven, Les Mills Global Product Development & Growth Director, at nate.garven@lesmills.com.
