Few companies have such a storied background in fitness as LES MILLS.
The brand originated in 1968 as a small gym in Auckland, New Zealand, owned and operated by Les and Colleen Mills. Under the direction of the family’s son, Phillip Mills, the organization morphed into a group fitness programming powerhouse, with more than 20,000 clubs offering LES MILLS classes today.
Its greater purpose? To create a fitter planet driven by community, top-class workouts and a commitment to sustainability.
This mission is what attracted Sean Turner, the CEO of LES MILLS U.S., to the organization.
Turner started out in the industry as a personal trainer before transitioning to the operational side of the business, where he found success in club and regional operations management. He served as chief digital officer at Holmes Place Group in Europe, before being presented with the opportunity to join the LES MILLS family.
“Taking on the role of CEO for LES MILLS U.S. immediately felt right,” said Turner. “The company’s values and purpose resonated, along with the opportunity to drive growth in the world’s biggest and most exciting fitness market.”
The U.S. fitness industry is the largest in the world, with around 32,200 health clubs as of July 2021, according to The Global Health & Fitness Association.
According to Turner, the company is uniquely positioned to serve these health clubs through a proposition they call the Ultimate Group Fitness Solution.
“We offer clubs a unique combination of world-class programming, rockstar instructors and the ability to deliver a seamless omnichannel member experience — all backed by science to guarantee results for members,” explained Turner. “As a team we’re constantly evolving with our partners; staying attuned to their shifting challenges to give them the edge in a fast-changing marketplace.”
In fact, many operators don’t know LES MILLS still operates a successful chain of clubs in New Zealand, giving them unrivaled insight into the challenges their partners face. “We’ll only bring products to market once we’ve rigorously tested them in our clubs and have been able to prove their impact,” said Turner.
Beyond gathering feedback from its own clubs, LES MILLS also listens to its partners’ experiences to ensure it can deliver what they want and need as market conditions continually evolve.
“We know nothing can replace the live group fitness experience, but there’s now an increased demand for omnichannel workouts,” said Turner. “Research shows 80% of members intend to continue doing digital workouts post-pandemic — so that demand is here to stay. Spearheaded by our LES MILLS+ app, we’re supporting clubs to meet the needs of modern members with a comprehensive solution covering live and digital workout options for in-club and at-home.”
According to Turner, it’s essential operators lean into the digital exercise revolution. LES MILLS research has identified that post-pandemic, diversity of choice is a staple that is here to stay.
For example, the LES MILLS Global Fitness Report revealed the majority of exercisers favored a 60-40 split between gym and at-home workouts.
“Les Mills has a comprehensive range of at-home options that empower both operators and consumers to fulfill their fitness goals outside of the traditional club setting,” said Turner.
But again, Turner stressed the key to success is diversity in offerings. He explained in addition to virtual offerings remaining a mainstay, fitness is undoubtedly experiencing a live revival, with customers excited to be back in class and channeling the motivational buzz they get from working out with others.
“With the return to live classes being such a key draw for consumers, it’s more crucial than ever that operators are sourcing the very best instructor talent,” said Turner. “We’ve launched LES MILLS Connect, a digital platform that allows clubs to share their current programs and highlight gaps in their timetable requirements. The platform connects them to the most talented LES MILLS instructors in their area, helping them fill those gaps by sourcing quality-first trainers who will keep their members coming back for more.”
To help clubs succeed virtually and in-person, LES MILLS also offers club partners exceptional levels of insight, support and access to world-class marketing assets that will accelerate their business, driving acquisition and retention.
“With access to tools such as LES MILLS + AFFILIATE, clubs can offer their members our award-winning LES MILLS+ app at a discounted rate and enjoy the benefits of revenue share on all subscriptions,” added Turner. “We’re truly committed to empowering their success by extending access to a full suite of resources that will bolster their offerings, both in-club and digitally.”
With 50 years of supporting the fitness industry under its belt, Turner and the LES MILLS organization are excited to evolve and further their purpose of creating a fitter planet, one group fitness workout at a time.
“I’m proud of our purpose,” said Turner. “We’re here to create a fitter planet through a commitment to our values, but it’s our people and our partners who bring those values to life. We’re united in our mission to provide world-class group workout programs, delivered by instructors who teach with passion and purpose, supported by a quality omnichannel experience.”
