6 tactics to propel your club forward

As the fitness industry continues to evolve, to truly thrive will demand more than operational efficiency, it will require a strategic approach that puts people at the heart of your plan. The newly released Global Fitness Report 2026 reveals members aren’t just looking for a place to work out; they want connection, experiences that feel rewarding, and an atmosphere that inspires them to return.

Winning with this evolving, highly-engaged demographic of fitness lovers demands consistency: aligning your vision with the right actions, fostering community, creating retention-driven touchpoints, and empowering staff to bring your brand to life. But which tactics are best to focus on? Read on and discover how to turn these ideas into a practical roadmap, so your club isn’t just keeping pace with change, but setting the standard for success.

1. TRANSFORM YOUR CLUB INTO CONTENT

From workout launches to building a community on social media, if there’s something happening at your club, make it share-worthy. Members and prospects of all ages are spending more time than ever online, and your socials are a shop window to the vibe your facility is creating – now a decision driver for 64% of people.

Curating an unforgettable social fitness experience is now table stakes for members, says Tine Boles, Group Training Development Manager at West Wood Clubs: “For younger members especially, events are where it's at. If you're trying to capture a new audience that you don't see in your studios, classes or gyms, events are the way to go. Modern members don't just come to work out or lift a weight; they come for an experience. And that's so important these days to really keep in mind.

And to drive real momentum, operators need to be intentional about how they show up online. A clear, consistent social media strategy helps bring events and experiences to life, signalling what your club stands for, reaching new audiences, and making sure the right people see – and want to be part of – what you’re building.

Carlos Souza, Social Media Specialist at West Wood Clubs says: Kickstarting your social media strategy should focus on three things: One – have a clear goal. You don't just get in your car without having a clear direction of where you're going - the same is true of social media. Two – be consistent. Whether you post once a day or once a week, the important thing is to commit to that and keep it up. Three – stay aware of trends. Even if your club isn’t active on TikTok, be aware of what’s happening there and what people are talking about – you might find inspiration.”

2. UNLOCK HIDDEN TALENT

With staffing pressures constant, making the most of your existing team is essential – not just because they’re an untapped source of potential, but because they possess the talent required to drive your club forward. With the right conversation, unlocking hidden talent can be as simple as helping staff see opportunities they didn’t realise were theirs. Group training is a prime example. Transferrable skills may not be immediately obvious to PTs focused on one-to-one coaching, but changing that perception can be a gamechanger, as Erika Zaleta, Vice President, Clubs, at The Edge explains:

“Our PTs saw group training as something managed by that department, whereas they were focused on personalised workouts. Before they understood the new methods of coaching Les Mills is opening up, they were uncertain how it could be relevant for them.

“Upskilling in group training provided a framework for them to enhance their coaching effectiveness, leading to stronger client relationships. The connection built in-class helps strengthen their appeal to members seeking personal training services, creating an organic pathway for trainers to expand their client base. Learning about the science and extensive testing behind Les Mills workouts really shifted their mindset. Around 90% of the Instructors we certified in our first round of LES MILLS CEREMONY™ trainings across 13 clubs were personal trainers.”

And it’s not just PTs who are a source of untapped energy. Fitness industry leader and gym owner Mel Tempest has spent over two decades nurturing group training Instructors and can attest to the power of a member to Instructor pipeline. She says, “Once you identify the behaviour that signals a member is really thriving in a class, just seize the moment! Taking the personal approach is a good chance to reduce fears and explain why you’ve chosen someone for training.

“Sometimes you know someone will be a good Instructor, but the right program matters. Every now and then, I’ll remind participants that if they’re thinking about instructing then come and have a chat with us.”

3. GIVE YOUR CLUB A BOUTIQUE BOOST

Boutique-led formats help clubs sharpen their proposition by designing spaces and programming around clearly defined audiences and emerging trends. When done well, they can attract harder-to-reach demographics, elevate perceptions of quality and innovation, and drive uptake of premium membership tiers.

Brett Sutton, CEO of leading club chain Les Mills New Zealand (LMNZ), says: “It’s important operators know who the customer is, and what that customer really truly wants from them – then really developing an offering that meets the requirements. Once you have an idea of how that boutique might look and function and what you're chasing, then it's about the set-up of that environment and making sure that your programming selection meets the demands of the demographic that desires it. That means keeping an eye on international trends and responding in a good time to make sure that you capture the market.”

Fitness and Lifestyle Group leaned into boutique-inspired programming to broaden the scope of who visits the studio. Nicole Grainger, National Group Fitness Manager shares why it worked: “The format has strengthened our appeal to younger members and men, two demographics that can be harder to attract to traditional group training. 65% of LES MILLS CEREMONY™ attendees are men, and the average participant age is 34, which is significantly younger than the rest of our classes.

By integrating CEREMONY into our Platinum Plus membership tier, we’ve also driven uptake of higher-tier premium membership packages. The program’s unique positioning as a hybrid of group fitness and gym-floor training has enhanced our reputation for innovation and quality.”

4. PLAN YOUR SPACE FOR EFFICIENCY

While it’s important to offer an array of training options to keep pace with trends and appeal to a broad range of demographics, how space is allocated has a significant impact on performance. With real estate at a premium, prioritising high-contribution zones enables floorspace to be optimised for maximum profitability.

Your group training zones deliver real value by tailoring programming to members’ needs, while easing congestion during peak hours by pulling people off the gym floor and boosting loyalty through community-driven workouts.

Shorter classes are also a win–win for members who want efficient workouts and operators looking to maximise studio utilisation. Experienced club operator and fitness economist Gerry Salmon says missed opportunities to offer shorter classes can prevent operators from extracting maximum value from their studios: “I’ve seen mistakes happening in that space, a lot of workouts were longer than they needed to be, when in actual fact, if you ask your consumer, they'd prefer something quicker – 45 or 30-minute classes in some cases. And for format economics, it’s gold.”

Brett Sutton says effective handling of peak time demand makes space planning critical for operators. “​​Our main goal is to create throughput in our peak environments, so we build spaces that can house a large number of people. We balance the design and the space allocation in our clubs to make sure that we can significantly handle those loads. As such, about 50% of members attending each day come for group training.”

5. TAP INTO FITNESS RACING

Large scale fitness events are booming, and members are looking to support their training at your club. Fitness competitions have opened up competitive sport to non-elite athletes and being around like-minded people who motivate and provide accountability during training is key for modern members. Over 80 Hyrox races took place globally in 2025, attracting over half a million participants.

But turning up on race day requires workouts that prepare participants for the level of intensity they’ve signed up for. As the official group training partner to Hyrox, Les Mills has created two bespoke workouts designed to elevate the sport and help participants, coaches and gyms to reap the rewards. CEREMONY × HYROX™ and CEREMONY × HYROX MAX™ are based on the successful LES MILLS CEREMONY™ circuit format, offering a consistent training pathway from the gym to the HYROX arena. The workouts support members’ Hyrox training, while retaining the unique blend of music, motivating coaching, community and science-backed movement that Les Mills is famous for.

The new programs, plus HYROX affiliation and access to the full HYROX365 platform, are now available to clubs as a preferential package to help operators combine the power of world-class group training with the lure of the industry’s hottest way to train.

6. GROW BEYOND THE STUDIO WALLS

As members increasingly expect their fitness to fit around their busy lives, clubs need clear routes that support high-quality workouts beyond the studio. But creating, iterating and filming digital workouts can be time-consuming, costly and take operators away from their core strategy focuses. That’s why handing these requirements over to an expert can accelerate impact and results.

YMCA 360 is a bespoke digital solution built for Y associations, enabling members to earn points, join challenges, track activity, connect with Instructors and more. By incorporating Les Mills Content to the YMCA 360 platform, the team are unlocking impact for YMCA partners and members alike. Michelle LaRue, National Sales and Engagement for YMCA 360 shares the impact that bringing an established name onboard has had on growth: “We’ve had at least a dozen sign-ups where the Les Mills partnership either drove the decision or was the feature that ultimately tipped them over the line.”

“Les Mills Content has been an incredible value add for existing customers, plus it’s allowed us to attract new Ys because they see the value in having this content and a streamlined experience for their members.