New York Sports Club (NYSC) has become the first U.S. operator to launch two new boutique concepts from Les Mills designed to drive new types of members into the studio and elevate their workout experience.
Since November 1, NYSC members have been flocking into LES MILLS CEREMONY and LES MILLS CONQUER at the E76th and W16th clubs in New York. The Astoria club followed on December 2, with plans to launch across the wider estate longer term.
Introduced as part of NYSC’s strategy to inspire members through cutting-edge training experiences, the two programs have been created as turnkey solutions to make it quicker and simpler for operators to introduce boutique training experiences onto their timetable.
LES MILLS CEREMONY is a full-body functional circuit class with equipment stations for strength and cardio conditioning, crafted to meet surging demand for boutique-style circuit training. Each session has been scientifically designed to challenge multiple muscle groups, improve endurance, and elevate heart rates for an all-around fitness boost. The music takes motivation to the next level, while highly trained coaches ensure everyone leaves sweaty and smiling — whatever their fitness level.
WATCH LES MILLS CEREMONY TRAILER
LES MILLS CONQUER is a high-energy, high-motivation boxing conditioning workout. These classes combine the mechanics of boxing with cardio and functional floor work to build fitness and athleticism.
Bill McMenamy, CEO of New York Sports Club said, “We’re thrilled to partner with Les Mills as the first U.S. operator to introduce their newest innovations, LES MILLS CEREMONY and LES MILLS CONQUER. These curated programs are designed to offer gym members a premium boutique experience with the added benefits of convenience and superior value. With Gen Z and Millennials seeking full-body strength and conditioning workouts with high levels of interaction and camaraderie, these new offerings are exactly what consumers want.”
Based on results in other markets, NYSC can expect these new workouts to have a significant impact on club performance. When Bannatyne added LES MILLS CEREMONY to its timetable, the UK operator drew in many new participants from beyond the group training space — 25% of participants had never set foot in the studio before. At Les Mills New Zealand gyms, the addition of LES MILLS CEREMONY has attracted crowds of youthful movers, reducing the average age of all class participants by 10 years.
Les Mills U.S. CEO Sean Turner added, “NYSC and Les Mills are two iconic brands whose longevity stems from their commitment to constant reinvention – embracing the latest innovations to inspire new generations into fitness. This makes NYSC a natural launch partner for our latest training innovations and we’re delighted to see the impact this is having on their members and club performance. These concepts are perfect for members seeking a full-body workout that keeps them on their toes, while the focus on coaching creates an engaging sense of community that helps members develop technique and achieve the results that keep them coming back for more.”
