10 Nov 2021
Les Mills Boutique is unveiled – helps clubs attract younger audiences
BY Tom Walker
Les Mills has launched a new solution to help fitness operators transform space in their clubs into premium boutique studios.
Called Les Mills Boutique, the turnkey solution includes a bespoke studio fit-out plan, a studio operations guide, instructor training and access to a regularly refreshed programme of newly-launched Les Mills workouts.
Targeting younger audiences through an emphasis on experience and premium design, Les Mills Boutique is underpinned by three workouts – functional training program Les Mills Ceremony; boxing concept Les Mills Conquer; and immersive cycling workout The Trip.
The concept has been piloted at Les Mills' flagship Auckland City club in New Zealand – as well as by a premium operator in Asia – and can be integrated into existing health clubs or installed on a standalone basis to create a new boutique business.
Keith Burnet, Les Mills’ CEO of global markets, said: “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.
“It’s a flexible format designed to help clubs attract Millennials and Gen-Z – and we’re keen to speak to any operator currently grappling with this challenge.”
The Les Mills Auckland City pilot* saw a 79 per cent increase in new joiners in the nine months following launch, with classes averaging 90 per cent occupancy. The average age of class participants for Ceremony and Conquer was also four years younger than for the overall club.
“Like every health club operator 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 of high-octane experiences and sleek aesthetic.”
Les Mills Boutique is expected to be live in all markets by the end of 2022, with advanced discussions already underway with a selection of operators across the US and Europe.
*Footnote
As well as being a global supplier of group fitness solutions, Les Mills operates 12 premium health clubs in New Zealand, which serve as the company’s ‘living lab’ and a test-bed for new products.
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