Latest International Research - Les Mills
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NIELSEN: LES MILLS GLOBAL CONSUMER FITNESS SURVEY (2014)
Martin Franklin April 2015
CONSUMER FITNESS TRENDS STATISTICS &
INSIGHTS FOR FITNESS FACILITIES
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FACTS & INSIGHTS
1. WHO EXERCISES?
2. WHAT ARE EXERCISERS DOING?
3. WHERE AND WHY ARE THEY EXERCISING?
4. WHAT DRIVES PEOPLE INTO FITNESS FACILITIES?
6. LES MILLS5. GROUP FITNESS EXERCISERS
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1. WHO EXERCISES?
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WHO EXERCISES?
Globally, 78% of the adults over 18 years old exercise or would like to
Another 39% are not currently exercising to keep fit and healthy but would like to
22% 39%
39%
22% have no interest in exercising
39% exercise regularly with
87% exercising 3 or more times
a week
FACTS
81% of Millennials (18 to 34 year olds) exercise or would like to (vs. only 61% of Boomers)
36% are not currently exercising to keep fit and healthy but would like to
20% 45%
36%
20% have no interest in exercising
45% exercise regularly
27% of the adult population (18+) attend a fitness facility
27%
24% 22%
18%
9% Never been
Lapsed
Have no interest in exercisingMember
Casual member
WHO WOULD CONSIDER JOINING?20% of regular exercisers who are not member of a gym would
25% of exercise considerers who are not member of a gym would
60% of lapsed members would
36% of Millennials (aged 18-34) would
43% of Millennials (aged 18-34) would
(24% of the adult population)
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INSIGHTS WHO EXERCISES?
Fitness centers have real growth opportunities in specific areas.
The vast majority of the
adult population
either exercise regularly or
would like to.
The market of people
in the exercise contemplation
stage is equally important to the
regular exercisers one (39% of the
adult population).
A HUGE OPPORTUNITY IF OPERATORS CAN UNDERSTAND THEIR REQUIREMENTS AND GAIN A DEEPER UNDERSTANDING OF THE STAGES OF CHANGE (CONTEMPLATION, PLANNING AND RELAPSE) FOR INDIVIDUALS IN EACH CATEGORY.
of regular exercisers who are not currently attending a gym would consider doing so
20% of exercise considerers who are not currently attending a gym would consider
25%
81% of lapsed members, would consider rejoining their local gym
60%
61% for Boomers.
The Millennials
>>exercise or would like to versus
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2. WHAT ARE THE EXERCISERS DOING?
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WHAT ARE THE EXERCISERS DOING?
FACTS
FITNESS IS THE WORLD’S BIGGEST ‘SPORT’
29%
27%
31%
59%
12%
13% 4% 7%
13%
15% 10
%
15% 7%
22%
21%
18%
7%12%
GYM-TYPE ACTIVITIES = 61%
61% of regular exercisers are currently doing gym-type activities.
36% of regular exercisers do fitness class type of activities.
37% of regular exercisers are currently doing equipment-type activities.
High frequency exercisers using equipment type activities are also likely to attend between 3-5 group fitness classes per week.
76% of regular exercisers are aged 18 to 34 years old
69% of exercisers that aren’t doing gym-type activities would consider.
36% FITNESS CLASS
ACTIVITIES
37% EQUIPM
ENT TYPE
ACTIVITIES
Runnin
g/T
ri
Sw
imm
ing
Cycl
ing
Walk
ing
Team
sp
ort
s
Ind
ivid
ual sp
ort
s
Gro
up
tra
inin
g –
outd
oors
Gro
up
tra
inin
g –
ind
oors
Fitn
ess
cla
sses
in m
usi
c
Yog
a
Pila
tes
Dance
Work
ing
out
PT
Free w
eig
hts
Weig
hts
mach
ines
Card
io m
ach
ines
Boxin
g
Oth
er
29%
27%
31%
59%
12%
13%
13%
15% 10
%
15%
22%
21%
18% 12
%4% 7% 7%7%
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INSIGHTS
WHAT ARE THE EXERCISERS DOING?SHIFTING FOCUS TOWARD MILLENNIALS. 48% of exercisers do gym-type activities - Half the target market.
The huge majority Millennials who regularly exercise are doing gym-type activities
OPERATORS WILL
BENEFIT
BY
Re-engineering their overall value proposition and marketing towards them despite all the commentary
Designing and promoting assisted
exercise with Millennials
in mind.
Promoting and offering more fitness class activities
• Equal in popularity to equipment type activities
• Almost twice as popular for considerers
The principle of ‘caveat emptor’ applies as the range of offering
and investment increases, trying to be all things to all people.
Lower risk investment exists with the promotion and delivery of fitness class
activities for both users and considerers. Further retention
and referral opportunities exist in the cross promotion of fitness
classes to high frequency equipment users.
around ‘Baby Boomers’, who are a tougher market to reach and less-likely to consider gym-type activities.
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3. WHERE AND WHY ARE THEY EXERCISING?
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FACTS
LARGE MULTI-PURPOSE GYM/FITNESS CENTER/HEALTH CLUB
SMALL BOUTIQUE GYM WITH A SINGLE ACTIVITY
LOCAL/COMMUNAL/RECREATION/CHURCH HALL
PERSONAL TRAINING STUDIO
AT YOUR HOME
DEDICATED DANCE, YOGA OR PILATES STUDIO
FITNESS CLASSES TO MUSICTEAM TRAININGPERSONAL TRAINING
WHERE ARE THEY EXERCISING?
MILLENNIALS (18 – 34 YEARS)
HOME EXERCISERS
82%
82% of Gym members & casual gym members also exercise at home
45% of high frequency gym attendees also use a DVD/pre-recorded workout at home
45%
52% of all gym members are doing either a DVD and/or gaming and/or online workout program (rising to 70% for high frequency gym attendees)
52%
37%
37% of the market (defined as those who are either regularly exercising or those who aren’t currently exercising but would like to) are doing either a DVD and/or gaming and/or online workout program at home
ALL AGES48%
49%
41%
23%
35%
25%
20%
25%24%
18%
23%
30%
20%16%
21% 19%
15%17%
45%
44%
38%
25%
37%
26%
17%
24%27% 26%
19%
36%
30%
19%19%
26%
31%
24%
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USER FACTS
WHY ARE THEY EXERCISING?
MAIN DRIVERS THAT PEOPLE EXERCISE:
40%27%
32%37%
GET HEALTHY / MAINTAIN HEALTHGET IN / MAINTAIN SHAPE (LOSE WEIGHT, TONE-UP ETC.)
31%33%
FUN
23%16%
CALM / RELAXING CONVENIENT
23%20% 17%
CHALLENGING
ALL AGES
THE IDEAL FITNESS EXPERIENCE IS:
MILLENNIALS
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USER FACTS
WHY ARE THEY EXERCISING?WHEN THE GOING GETS TOUGH, THE REASON PEOPLE EXERCISE IS:
Knowing it is good for me
Knowing it will give me a pick-me-up Achieving my
end fitness goal
61%
47%
32%
35%
31%26
%
ALL AGESMILLENNIALS
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FACTS WHY ARE THEY GOING TO BOUTIQUE GYM’S / FACILITIES?
The type of people that go there
The atmosphere/vibe
I get more personalised attention / coaching from staff
I like to follow new trends in fitness activities
63% 63%
47% 42
% 40%
38% 29
%
34%
ALL AGESMILLENNIALS
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INSIGHTS
WHERE AND WHY ARE THEY EXERCISING?
Hugely popular with the Millennials who crave assisted ad social exercise, authentic experiences, atmosphere and opportunity to connect with ‘like-minded’ people in their workouts.
Large multi-purpose fitness facilities remain the most popular venue across all activities…
…However they are losing market share quickly to
new business models, in particularly micro-gyms.
Dedicated types of spaces are best
suited to achieve these desires.
PREFERRED
EXERCISE SPACES
ARE SHIFTING
ADAPT OR …
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AMPLIFY MESSAGING AROUND ‘GETTING AND MAINTAINING HEALTH’.
FOCUS ON OVERCOMING BARRIERS, PROMOTING AND OFFERING AN EFFORTLESS, CONVENIENT ACCESS TO EXERCISE AND SUPPORTING MEMBERS IN THE CHALLENGING PROCESS OF CREATING AN EXERCISE HABIT.
This is the main reason for people to exercise; research shows that it delivers higher attendance than the more superficial goals relating to appearance.
Millennials - 'Getting/staying in shape' ranks higher than 'getting/maintaining health’, which should be reflected in the messaging and offering.
‘Feeling too tired’ is the most used excuse to not exercise regularly, closely followed by 'busy schedule' and 'a lack of motivation’.
Motivational messaging to improve attendance should reinforce the WHY. Key messages include:
• 'exercise provides a pick-me-up’
• 'exercise acts as a means to an end fitness goal’THE 'IDEAL EXERCISE EXPERIENCE – PROMOTE
AND DELIVER.Fun and convenience - key drivers regardless of age.
Millennials (18-34 years) - 'challenging' replaces 'calm/relaxing'.
Operators can create the optimum mix and volume of 'ideal exercise experiences' by assessing the % of challenging versus calm/relaxing workouts benchmarked against membership age demographics.
INSIGHTS
WHERE AND WHY ARE THEY EXERCISING?
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HOME SPACE FUELS THE GYM SPACE.
HOME EXERCISE
COMPLEMENTS GYM
PARTICIPATION RATHER THAN
COMPETES WITH IT.
Promoting the 'live club version' of the home activities. The motivational benefits of the venue and working out with others.
Offering free home workouts, especially free weights, yoga, dance and fitness classes to music.
DVDs/Gaming and online platforms provide the greatest opportunity to engage members and educate prospects at home through the various stages of exercise change.
INSIGHTS
WHERE ARE THEY EXERCISING?
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4. WHAT DRIVES PEOPLE INTO FITNESS FACILITIES?
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USER FACTS
WHAT DRIVES PEOPLE INTO FITNESS FACILITIES?
22%
14%
9%
50%
36%31% 29% 28%
TOP DRIVERS WHY PEOPLE ATTEND THEIR CURRENT FITNESS FACILITY ARE:
Convenient location
Great atmosphere Great
equipmentGreat fitness classes to music
My friends go there
WHEN ASKED THE MAIN REASON
Convenient location (22%)
Great fitness classes to music (14%)
Great equipment (9%)
Location is convenient to me
The atmosphere/ vibe is good
The equipment
They offer fitness classes to music
My friends go there
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CONSIDERER FACTS
WHAT DRIVES PEOPLE INTO FITNESS FACILITIES?
THE TOP THREE THINGS GROUP FITNESS CONSIDERERS LIKE ABOUT GROUP FITNESS CLASSES ARE…
CONSIDERATION OF GROUP FITNESS:31% of gym members who don’t currently do fitness classes to music would consider
21% of casual members who don’t currently do fitness classes to music would consider
21% of lapsed members/never been a member who don’t currently do fitness classes to music would consider.
37%
28%
Great music
27%
Exercise style/
structure/ method
Motivation
31%
21%
21%
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5. GROUP FITNESS EXERCISERS
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WHO IS DOING FITNESS CLASS ACTIVITIES?
THE LARGE
ST SEGME
NT ACROSS ALL
AGE GROUP
S
MILLENNIALS (18 TO 34 YEARS) ARE MORE LIKELY TO BE DOING
FITNESS CLASS ACTIVITIES
2.5 TIMES BIGGER
THAN GEN X (35 TO
49 YEARS)
6 TIMES BIGGER THAN BABY
BOOMERS (50 TO
60 YEARS).
FEMALES, and more specifically
FEMALE MILLENNIALS, are more likely to be doing fitness class activities
THE DOMINANT PROFILE IS FEMALE OUTNUMBERING MALES 5:1
36%
52%OF REGULAR EXERCISERS CURRENTLY PARTICIPATE IN FITNESS CLASS ACTIVITIES.
JUST OVER HALF OF REGULAR EXERCISERS WHO ARE NOT CURRENTLY PARTICIPATING IN FITNESS CLASS ACTIVITIES WOULD CONSIDER.
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GROUP FITNESS EXERCISERS
HIGHER ATTENDANCE
34%
45%
56%
54%
10%
1%
45% gym attendees who participate in group fitness visit their gym
5+ times per week. In comparison to only 34% for all gym attendees.
High (5+ times a week)
Medium (1-4 times per week)
Low (less than once per week)
All gym attendees
Gym attendees
who participate in group fitness
USER FACTS
CANCELLATION RATES46% of group fitness users are likely to cancel their membership or stop attending their gym if their preferred class was cancelled.
LEADS GENERATION84% of group fitness attendees recommend their current facility to their friends and family compared to 76% of gym attendees.
Just over half of regular exercisers who are not currently participating in fitness classes would.
LONGER TENURE AMONGST MEMBERS
9% 11%
29%
38%
61%
51%
All gym attendees
Gym attendees
who participate in group fitness
61% of all gym attendees are with
their facility for less than 12 months.
In comparison to
51% for gym attendees who
participate in group fitness.
38% of gym attendees attending group fitness classes
remain loyal for 1 to 5 years versus 29% for total gym attendees.
11% vs. 9% remain loyal for more
than 5 years.
New (less than 12m)
Medium (1-5 years)
Long (5+ years)
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CONSIDERER FACTS
GROUP FITNESS EXERCISERS
KEY DRIVERS FOR CONSIDERERS ARE:
WHEN CONSIDERING 'FITNESS CLASSES TO MUSIC', THE FOLLOWING IS MOST IMPORTANT TO CONSIDERERS.
57% 51% 44% 42%
MAIN BARRIERS TO ATTENDING ARE:
• A DISLIKE OF BEING CROWDED. CROWDING IS CONSIDERED 2X AS IMPORTANT AS A DETERRENT.
• A DISLIKE OF WORKING OUT WITH OTHER PEOPLE.
• PRICE OF CLASSES (IF ADDITIONAL TO MEMBERSHIP).
Large room
Small amount of people in the class
Price of class
Instructor
37%
KEY DRIVERS FOR PARTICIPANTS ARE:
30% 27% 26% 26%
En
erg
y o
f a b
ig g
rou
p
Exe
rcis
e s
tyle
/ s
tru
ctu
re /
meth
od
Con
ven
ien
t sc
hed
ule
tim
es
Inst
ruct
or
SUBSTANCE OVER
STYLE IS THE IDEAL INSTRUCTOR PREFERENCE
50%
28%
Great music
27%
Exercise style/
structure/ methodMotivatio
n
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INSIGHTS
GROUP FITNESS EXERCISERS
Investing in recruitment and training of instructors. Members are demanding higher quality and more coaching.
Offering programs that are relevant to Women and Millennials
Building bigger studios – Participants rank 'the energy of big
group' number one driver and considerers rank 'a large room as the
most important driver (57%).
Promoting different aspects whether you are talking to users or considerers. With considerers
focus on:
OPERATORS CAN
IMPROVE OVERALL
PARTICIPATION BY…
GROUP FITNESS MATTERS – OPERATORS CAN HAVE CONFIDENCE THAT IF WELL EXECUTED, IT CAN DRIVE ATTENDANCE, RETENTION, REFERRALS AND MEMBERSHIP GROWTH.
• ‘Great music, a motivating environment and great programing delivered by a well educated coach’.
• ‘Assisted’ versus ‘Group’ - having to workout with other people is what puts non-attendees off.
• ‘Not crowded’, ‘small group training’.
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TRP 10,000™ Study: Dr Melvyn Hillsdon (HCM, Jan ‘15)
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26
GROWING MEMBERSHIP AND PROFITWhy Group Fitness matters
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Growing membership?It’s simple… Get more people to come more often.
27
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Membership retention is the largest problem facing our industry today.US: 15 million new members join every year; 12 million leave…
28
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RETENTION CHALLENGE
• 1∕3 of members stop attending by month 3 – that’s after an average of just 12 workouts!
• 50% of members stop attending by month 6
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WHAT DOES THIS MEAN TO YOU?
• Decreasing staff (floor staff in particular)
• Lower wages– Low engagement
and staff quality– High turn over
• Reducing members’ services such as:– Towels and locker-
room amenities– Hours– Childcare– Maintenance and
cleaning
COST REDUCTION - REALITY CHECK!• All costs are NOT
equal– Any cost that
diminishes the member experience causes an increase in attrition and a decrease in sign-ups
– Any revenue loss occurs at the margin – meaning that it impacts the bottom-line directly
46% of Group Fitness participants are likely to cancel their membership or stop attending their gym if their preferred class was cancelled!
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Results, coaching and
Motivation
31
Getting people to come more often?Giving them more of what they want!
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32
Growing attendance
‘Managing’ Motivation
Growing attendance for 2 groups:
- New Customers- Existing
Customers
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How good are we really at providing results and motivation to new members?
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Reality Check
70 to 80% of low-cost clubs’ members have been a member of a club before… and 50 to 60% of them left their previous gym within 6 months. Their main reason for leaving was due to a low attendance…
Global report on the low-budget segment 2014.
• 1∕3 of members stop attending by month 3 – that’s after an average of just 12 workouts.
• 50% of members stop attending by month 6 – so, if you’re lucky, 24 workouts... spread over a 24-week period!
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New member induction strategy
and process
The Holy Grail of the industry…
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PENNSYLVANIA STATE UNIVERSITY
Get FitTogether
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The Questions
Can we do that using Group Exercise only,
without any other form of exercise or
diet?
Can we get deconditioned adults,
the most resistant type of people to
exercise, back into healthy lifestyles?
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25 new fitness
participants, so-called ‘couch potatoes’, between the ages of 25 and 40 years
The ProgramExercise program of 30 weeks
combining various LES MILLS™ GX programs to meet the American College of Sports Medicine’s recommendations
• Cardio - 60 minutes 3 to 4 times per week
• Strength – 8 to 10 strength exercises 2 days per week
• Flexibility exercises once per week
Average BMI of
30
No dietary changes
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Cardio = One of either Les Mills' BODYATTACK™; BODYCOMBAT™; BODYSTEP™; BODYVIVE™; RPM™; SH'BAM™.
Participants went through a gradual build up of intensity through a build up of length and frequency of each of the 3 activities.
6 Weeks Familiarization Protocol
CARDIO (per week)
BODYPUMP™ (per week)
BODYBALANCE® (per week)
Week 1 20 mins 20 mins (Tracks 1-4) 10 mins (Tracks 1-2)
Week 2 2 x 20 mins 30 mins (Tracks 1-6) 20 mins (Tracks 1-4)
Week 3 2 x 30 mins 30 mins (Tracks 1-6) and 1 x 20 mins (Tracks 1-4)
25 mins (Tracks 1-5)
Week 4 2 x 35 mins and 1 x 20 mins
60 mins (Tracks 1-10) 40 mins (Tracks 1-7)
Week 5 2 x 50 mins and 1 x 20 mins
60 mins (Tracks 1-10) and 1 x 20 mins (Tracks 1-4)
60 mins
Week 6 2 x 60 mins and 1 x 30 mins
1 x 60 mins (Tracks 1-10) and 1 x 40 mins (Tracks 1-7)
60 mins
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Next 24 WeeksCARDIO
(per week)BODYPUMP™ (per week)
BODYBALANCE® (per week)
Weeks 7 - 18
180 mins(3 x 60)
120 mins(2 x 60)
60 mins(1 x 60)
Weeks 19 - 30
240 mins(4 x 60)
120 mins(2 x 60)
60 mins(1 x 60)
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What was tested over
the course of the study?
• Cardiovascular fitness, weight, triglycerides, fat and lean tissue percentage, glucose levels, blood pressure, cholesterol, bone density
• Attendance/compliance
• Enjoyment, motivation, interest in class, confidence, attendance and enjoyment were measured
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EXPERIMENTAL MEASURES REPORT
Penn State University’s ‘Get Fit Together’ Research Detail
ML/KG/MIN< 30
UNHEALTHY30-34POOR
35-39BELOW
AVERAGE
40-44AVERAGE
45-49ABOVE
AVERAGE
50-54GOOD
>55EXCELLENT
57%
WEEK 0 15 30
ACHIEVED ML/KG/MIN
30 40 47
CARDIOVASCULAR FITNESS
ML/KG/MIN< 60
UNHEALTHY61-72LEAN
73-84IDEAL
85-96AVERAGE
> 97UNHEALTHY
5KG
(11LBS)
WEEK 30 15 0
ACHIEVED ML/KG/MIN 77 89 92
MASS – MEN (178 CM)
ML/KG/MIN< 50
UNHEALTHY51-60LEAN
61-79IDEAL
71-80AVERAGE
> 80UNHEALTHY
3KG
(7LBS)
WEEK 30 15 0
ACHIEVED ML/KG/MIN 77 78 80
MASS – WOMEN (163 CM)
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PERCENTAGE < 5UNHEALTHY
6 - 13ATHLETE
14 - 21FITNESS
22 - 29ACCEPTABLE
> 30UNHEALTHY
8%
WEEK 30 15 0
ACHIEVED % 24 28 32
FAT MASS % - MEN
FAT MASS % - WOMEN
PERCENTAGE< 13
UNHEALTHY14 - 21
ATHLETE22 - 29FITNESS
30 - 37ACCEPTABLE
> 38UNHEALTHY
5%
WEEK 3015
0
ACHIEVED % 38 4 43
EXPERIMENTAL MEASURES REPORT
Penn State University’s‘Get Fit Together’ Research Detail
TRIGLYCERIDES
MG/DL<150
NORMAL150-199
BORDERLINE200 -499
HIGH>500
EXTREME
16%
WEEK # 30 15 0
ACHIEVED RATIO
90 95107
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RATIO< 3.6LOW
3.6-6.3AVERAGE
6.3-8.0MODERATE
> 8.0HIGH
16%
WEEK # 30 15 0
ACHIEVED RATIO 3.63.9
4.3
MEN – TOTAL CHOLESTEROL
Penn State University’s ‘Get Fit Together’ Research Detail
WOMEN – TOTAL CHOLESTEROL
RATIO< 3.2LOW
3.2-5.0AVERAGE
5.0-6.1MODERATE
> 8.1HIGH
8%
WEEK # 30 15 0
ACHIEVED RATIO 3.2 3.4 3.5
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The Results
across its
compliance 99%
weeks30
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Key Take- outs?
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You can achieve the desired training effects through Group Exercise only and, you can trust LES MILLSTM programs to be highly effective to provide new members with results and to create exercise ‘stickability’.
Key Take-outs
# 1
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Key Take-outs
A mixture of cardio, strength and flexibility is best to prescribe to new members.
# 2
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Key Take-outs
# 3
Don’t expect deconditioned people to commit to full-length classes.
Recommend a gradual build up of intensity over the first 6 weeks (length and duration of their workouts).
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Programs
Range
Quality
Intensity
Stickability
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Get Fit
Together
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Instructors
Transform from ‘no pain, no
gain’ to ‘step by step’
Sort the logistics
Connect and encourage
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MarketingExisting clients
Referrals
Email, website
Facebook and social
media
Get Fit Together pack
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NEW TREND
GROWING MEMBERSHIP AND PROFIT Ι LES MILLS™ INSIGHT SERIES
FOR EXISTING USERS
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RE-INVENTING OURSELVES
As an industry, we need to keep innovating to find more ways to attract new customers into exercise facilities and to increase members’ engagement.
This will keep the industry fresh, relevant and competitive in the decades ahead as competition increases, populations change, technology and medicine redefine what is possible.
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• Retention is still our biggest challenge
• The competition is continually increasing, leading to a serious price war
• Stagnating industry – segmentation rather than innovation
• We struggle getting new people to join our clubs -less than 17% of adults belong to health-clubs in any single country, and market penetration of 10.5% is enough to be among the top 10 of all countries
It is not going to get easier…
GROWING MEMBERSHIP AND PROFIT IS TOUGH…
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LES MILLS INTERNATIONAL © 2013 59
EXERCISE CLUBS ARE AT RISK
The world and our customers are changing, while competitive industries are evolving faster than we are.
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Immediate satisfactionTechnologyAn experienceBest value for ££
THE MILLENNIALS ARE ‘IN’ -
ARE YOU COOL
ENOUGH?
Gen Y thinks exercise “lacks
excitement and sociability.”
Engage: GenY
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NEW TYPES OF COMPETITION
Motivation, entertainment, social connection and
convenience
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New technologies hold huge implications for the exercise industry in terms of the consumer’s experience and, more importantly, who is in charge of the experience.
It is no exaggeration to say that many consumers will expect all their experiences, including exercise, to deliver ‘what I want, when I want it, and where I want it – oh, and I may want it differently tomorrow.’
AC NIELSEN’S WHITE PAPER
5 YEARS AGO…
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64
THE FUTURE IS
NOWIn today’s ‘connected’ society, the ‘on-demand’ delivery concept is well established, and often expected.
It is becoming an entry price in most B2C businesses…
Flexible, convenient, technology-based workouts that people can easily fit into their busy schedules is a trend that’s here to stay. Virtual Group Exercise is likely to become a common offer, and not only in exercise facilities.
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WHY, WHAT, HOW
VIRTUAL GROUP EXERCISE
Virtual group exercise has arrived in a big way and is already unfolding in some 3,000 clubs worldwide.Clubs are capitalizing on the new group exercise concept to cater to markets and to cut costs. The operators who’ve already opted in consider these systems a way to increase studio utilization, reduce costs, improve the member experience, and to complement their live, flesh-and-blood group exercise instructors. IRHSA – CBI – JULY 30, 2013
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THE THREE COMPONENTS OF VIRTUAL GROUP EXERCISE
PROJECTION/STUDIO SET UP PLATFORM PROGRAMS2 31
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INNOVATION CYCLE DATA – UK TEST CASE
The introduction of innovation into the studio has attracted nearly 200 more members to the cycling classes compare to the previous month. This is an increase of 50%. As a result, the number of bookings has also increased by 55% with nearly 800 more bookings were made from 01 Feb to 03 Mar compared with the whole of Jan 2015.
MonthNumber of bookings
Number of unique members
Average booking per member
Feb-15 2,227 546 4.1Jan-15 1,431 362 4.0
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VIRTUAL GROUP EXERCISE
• A trend that is here to stay• Today’s consumers expect flexibility,
convenience and high-quality experiences anytime
• A must to remain relevant• A very easy and cost-effective way to reduce real
estate waste, significantly expanding the appeal of your offering
• A great new-member acquisition weapon and a highly effective retention tool
• Implementing a GX VIRTUAL solution requires 3 things: • A great audiovisual studio set up for a fully
immersive experience• A reliable platform – plug-and-play box or free-
standing kiosk• World-class program content to hook members,
generate referrals and attract new members
• Choose the best-in-class option
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69
How do the best facilities do?• Design a high-energy workout
environment
• Create a relationship selling and new member induction system
• Recruit a team of great personal and small group trainers
• Build a ‘club within a club’ system for sports and other activities
• Develop a member education and social network communication system
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The bottom line is…Group Fitness attracts MORE MEMBERS, who attend more often, REMAIN LOYAL and attract new members THEMSELVES!There is definitely a commercial connection between Group Fitness attendance and long-term profitable facilities.
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What does it takes to achieve ultimate attendance?
First, define success. Set some GOALS.
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Option 1:Your membership - this is the attendance you would
get if only 50% of your members attended 2
classes a week)
Option 2:50% of
your current
club visits per week
Option 3:Your
maximal studio
capacity
Option 4:Your
adjusted studio
capacity
Current weekly GF attendance
Then, choose a first milestone to go for, a 12-month goal…
What is your ultimate GF weekly attendance potential at 3 to 5 years?Choosing a number…
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Achieving your goals
Group Fitness Management blueprint
IMPLEMENT A GF SCORECARD
MAXIMIZE CLASS SCHEDULE
RECRUIT GREAT INSTRUCTORS
ORGANIZE A TRAINING PLAN
DEVELOP THE BEST STUDIO
CREATE A GF MARKETING PLAN
PLAN FOR SUCCESS
HAVE A GREAT LEADER
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6. LES MILLS
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FACTS LES MILLSOFFERING LES MILLS IS THE PROVEN WAY TO INCREASE GROUP FITNESS ATTENDANCE, MEMBER LOYALTY, REFERRALS AND THEREFORE MEMBERSHIP ACQUISITION, RETENTION AND PROFIT.
A third of the
market know of Les Mills 52% of gym attendees know of Les Mills
On average Les Mills users attend 3.1 classes per
week
93% of Les Mills users have recommended their current facility to friends and family,
compared to 84% of 'group fitness attendees'
and 76% of 'gym attendees'.
INVESTING ON RESULTS
Les Mills is a strategic choice for those operators looking to increase group fitness attendance, member loyalty, referrals and therefore membership and profit.PARTNERING WITH THE BEST
INSIGHTS
Les Mills allows operators to focus on member experience execution using 'best in class resources', avoiding the pitfalls of trying to create and execute member experience programs.
Les Mills has researched backed tools to help operators survive and thrive.
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www.lesmills.com