07 Jan 2015
David Lloyd lands exclusive tie-up for Les Mills Immersive Fitness concept
BY Jak Phillips
David Lloyd Leisure (DLL) is soon to unveil one of the world’s first permanent Immersive Fitness studios at its Raynes Park club in London as part of an exclusive partnership with Les Mills.
Global group fitness giant Les Mills first unveiled Immersive Fitness as ‘The Project’ at a high-profile London launch event in May 2014. The concept – which fuses group fitness with virtual reality – has since been on a global tour to showcase what Les Mills and development partner Reebok describe as the “future of fitness.”
According to Les Mills, Immersive Fitness adds a rich visual layer to music and group exercise. Cinema quality video content is projected onto the screen of a purpose-built studio, while an instructor cues exercise moves that synchronise with music and graphics. Riders in a cycle class enjoy the sensation of riding up steep glaciers, sprinting around digital velodromes or cruising into a peaceful sunset.
“When we partnered with Reebok 18 months ago we had a vision to re-invigorate what studio fitness is all about,” said Les Mills UK CEO Keith Burnet.
“Les Mills Immersive Fitness reaffirms our commitment to delivering cutting-edge fitness experiences as we lead this category into brave new territory.”
The concept, which is the product of several million pounds worth of development is initially being rolled out in a select few cities worldwide: Santa Monica (US), Hong Kong, Paris and London. DLL will start offering cycle classes known as ‘The Trip’ at Raynes Park in the next couple of weeks and the operator has the exclusive UK licence until October 2015.
DLL recently announced a new gym transformation programme, which will see innovative design, technology and ‘best-in-class’ equipment installed at a number of clubs in its 91-strong network. The acquisition of Immersive Fitness provides a substantial cycling offering to DLL members at a time when many traditional health clubs are facing tough competition from boutique fitness centres.
DLL chief executive Scott Lloyd said: “David Lloyd Leisure is always looking to introduce innovative products to support our members’ health and fitness goals, and this exciting, groundbreaking concept will provide them with the ultimate fitness experience.”
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