FUTURE OF GROUP FITNESS May 2012

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THE LATEST TRENDS ON FUTURE OF FITNESS AND RESEARCH ON LES MILLS SYSTEM PERFORMANCE

Text of FUTURE OF GROUP FITNESS May 2012

  • 1. MEMBERSHIP UNLEASHEDFUTURE OF FITNESS 1 LES MILLS INTERNATIONAL 2011
  • 2. THE FUTURE OF FITNESS Health & FitnessCHALLENGES facility attendance hasLES MILLS white paper highlights become the biggest big challenges we face if we are to adult sport in the survive Western world. Bigger 1. Aging obese markets than football, tennis 2. Fitness Seekers want other options and golf combined 3. Play drives activity 4. Activity must offer something more 2 LES MILLS INTERNATIONAL 2011
  • 3. FUTURE CHALLENGESAND OPPORTUNITIES1. The number of people who fit our current offerings is reducing reflected in a population that is aging and suffering from obesity2. Fitness seekers want better quality products, more control and mobility, and ultimately more choice in how they exercise 3 LES MILLS INTERNATIONAL 2011
  • 4. FUTURE CHALLENGES AND OPPORTUNITIES3. Play drives activity with growth in two distinct areas: Blends of game, sport and dance will offer fitness and activity that are driven by fun, pleasure and sociability Exergaming consumers will seek fitness and activity as a game driven by enjoyment. Technology will evolve this segment into exertainment with rich sensory experiences, and eventually virtual realities that involve movement, social networks, escapism and new experiences. 4 LES MILLS INTERNATIONAL 2011
  • 5. FUTURE CHALLENGESAND OPPORTUNITIES4. Activity offers more Relationships and community, in which people seek communication, connection, and shared experiences The search for meaning, in which people place emotional, social and spiritual integrity at the core of their beings Low-tech solutions like returning to nature, opting out or disconnecting New techniques like proactive medication 5 LES MILLS INTERNATIONAL 2011
  • 6. MEMBERSHIP UNLEASHEDHOW LES MILLS PARTNERS GO FROM GOOD TO GREAT LES MILLS INTERNATIONAL 2011
  • 7. 1. THEY IMPLEMENT THE LES MILLS GX SYSTEM LES MILLS INTERNATIONAL 2011
  • 8. 2. THEY USE THE RIGHT PROGRAM SOLUTIONS LES MILLS INTERNATIONAL 2011
  • 9. AND SIMPLE BRANDED MEMBER ONBOARDING MODELS Personal Training Small Group Training Group Fitness Training Event Training 9 LES MILLS INTERNATIONAL 2011
  • 10. 3. THEY COMMIT TO REGULAR WORLD CLASS INITIALAND ADVANCED INSTRUCTOR TRAINING LES MILLS INTERNATIONAL 2011
  • 11. 4. THEY USE THE NEW CLUB PERFORMANCE TOOLS LES MILLS INTERNATIONAL 2011
  • 12. 5. THEY IMPLEMENT A ROBUST GX REPORTING SYSTEM LES MILLS INTERNATIONAL 2011
  • 13. 6. THEY HOST BROADWAY CLASS GX EVENTS Point of sales training that leverages group fitness as a key membership sales tool Les Mills has formulas for hosting launch and relaunch events, on 3 different budgets, that are proven to: enhance member retention and acquisition deliver significant ROI transform group exercise into a profit centre LES MILLS INTERNATIONAL 2011
  • 14. 7. THEY BUILD BROADWAY CLASS ENVIRONMENTS Using the best professional functional and aesthetic design you can afford Pay special attention to Lighting Capacity Space Flooring Staging Wall dcor and mural Sound & Microphones Exits/ Entry points Equipment Storage Window/Mirror Clings LES MILLS INTERNATIONAL 2011
  • 15. ENVIRONMENT EFFECTSATTENDANCE THE AMBIENCE OF THE STUDIO. 70% MEMBERS RATE AS A KEY ATENDANCE DRIVER. Neilsen Research ( 2008) LES MILLS INTERNATIONAL 2011
  • 16. ENVIRONMENT.CREATE MORE A COMPELLING AMBIENCE. LES MILLS INTERNATIONAL 2011
  • 17. ASPIRATIONAL WALL MURALS. USE SIMPLE INEXPENSIVE PHOTO BLOWUPS. Inexpensive effects photo blow-ups . LES MILLS INTERNATIONAL 2011
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  • 22. Les Mills World of Fitness, Auckland*, New Zealand 12,000 members current membership NZ$110 per month 5,000m2 / 53,500 ft2 Fitness Only Club 2,000m2 / 21,500 ft2 Group Fitness Area 4 studios largest is 700m2 / 7,500 ft2 Over 150 classes per week 50%+ of total attendances 65 part time Instructors 9,000 + Group Fitness visits per week Mship retention rate 80% (IHRSA formula)*City of 1.5M people with 175 health clubs LES MILLS INTERNATIONAL 2011
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  • 28. 7. THEY LEVERAGE THE NEW US CONSUMER LESMILLS PUMP INITIATIVE Beach Body LES MILLS PUMPTM Home DVD Biggest marketing initiative since the global launch of BODYPUMPTM in 1997 Multi Million $$ Infommercial Massive consumer drive of new members to sites with LES MILLS Programs US launch May 2012 LES MILLS INTERNATIONAL 2011
  • 29. MEMBERSHIP UNLEASHEDCLUB PERFORMANCE METRICSLES MILLS GLOBAL STUDY 2011-2012 29 LES MILLS INTERNATIONAL 2011
  • 30. GX POWERED BY LES MILLS FROM GOOD TO GREAT THE AVERAGE LES MILLS LICENSEE FACILITY HAS 500 MORE MEMBERS PER CLUB THAN THE GLOBAL AVERAGE (1) Scoreboard Round 1 and 2 (2) Scoreboard Round 2 30 LES MILLS INTERNATIONAL 2011
  • 31. GX POWERED BY LES MILLS FROM GOOD TO GREAT THE MAJORITY OF LES MILLS PARTICIPANTS WANT TO CONTINUE TO TAKE LES MILLS IN NEXT 12 MONTHS LES MILLS INTERNATIONAL 2011
  • 32. GX POWERED BY LES MILLS FROM GOOD TO GREAT LES MILLS GX MEMBERS ATTEND THEIR FACILITIES ALMOST TWICE AS OFTEN AC Nielsen (2010); IHRSA Consumer Report USA (2011 LES MILLS INTERNATIONAL 2011
  • 33. GX POWERED BY L