AJ: In my years spent working as a trainer, I helped many people with their health and fitness. This made me love the industry and want to help more people in their fitness journey. So, to spread fitness awareness and provide more opportunities for people, our fitness club was established. Elite Fitness is exclusively for females aged 13 years and older; we even have members in their 60s! Our members come from all walks of life including students to home-makers to working women.
Fitness is ever-evolving with new research findings and trends. As fitness Instructors, it is important to incorporate these findings and trends into the services we provide to our members. Les Mills helps us to do just that. The programs by Les Mills are designed with the latest research findings, which makes them very reliable. Les Mills programs are also choreographed with the latest trending music and moves, and all of these factors help us – the professionals – by saving us a lot of time in researching, searching and preparation. Also, because Les Mills keeps up with the latest trends, it keeps the members motivated and excited to come to gym – they enjoy the classes so much!
LMAP: How do you typically promote your Les Mills programs/services to your members?
AJ: Since Les Mills is the main program we have in our gym, it is the main base for our promotions. Our major promotions happen via social media, especially Facebook, Tik Tok and Instagram, which are the most popular mediums in our country. We also sponsor fitness and other community events as this provides us with exposure and promotion. Referrals are also another way we get promotion.
LMAP: Your live LES Mills offering currently includes: BODYATTACK®, BODYPUMP® and BODYCOMBAT®. How do your Les Mills programs help you attract and/or retain members?
AJ: Being associated with Les Mills helps us to be perceived as professionals in the fitness field. We are more popular and trusted by members due to our partnership with Les Mills.
LES Mills programs are designed in a way that no one is excluded. They cater to all fitness levels, as well as newcomers and regulars because the moves can be modified from low to high intensity options. This experience helps to create a positive mindset, which attracts more clients.
LMAP: Have you noticed that different Les Mills programs attract different types of members?
AJ: Yes, different members prefer different Les Mills programs. Members whose focus is more on strength and toning choose BODYPUMP; members who like high intensity workouts join BODYATTACK; and members who like martial arts or boxing enrol in BODYCOMBAT. We also have many members who take a mix of two or three programs a week.
Member feedback on Les Mills programs at Elite Fitness includes:
“I love the Les Mills BODYCOMBAT and BODYATTACK programs. I like that we have the option to intensify the workout to suit our needs, as I am someone who wants a high intensity workout. These programs are also very effective and fun to do.” – Haulath, BODYCOMBAT and BODYATTACK member
“I am not someone who likes to work out too hard – that is the reason why I choose BODYPUMP. It keeps me strong, fit and toned without too much of a hassle. I find the movements of the bar to the music quite soothing too – it's therapeutic! I highly recommend Les Mills BODYPUMP” – Member, aged 40
LMAP: Your members also have access to SMART TECH fitness equipment. What has been the impact of SMART TECH on your members’ experiences?
AJ: SMART TECH has enhanced the members’ fitness experience. It is convenient to use. The indication of the grips on the bar helps clients to maintain a good posture, eliminating injuries. Due to the convenience of use, members are also able to get a more effective and efficient workout.
It was during a Les Mills event in Singapore (2013) when I got the chance to experience the SMART TECH equipment. I found it more convenient than the regular equipment and the design was elegant-looking as well; these were the major factors behind our decision to use SMART TECH in our facility. We believe using the original Les Mills-branded equipment gives us a professional edge, while also giving our members the best workout experience available.
Neena, a BODYPUMP Instructor said, “In BODYPUMP, SMART TECH equipment allows me and my clients to customise our workouts by easily changing the grip and adjusting the weight of our bar in between the tracks. It also helps us to maintain proper form during our exercises, which reduces the risk of injury. With the help of SMART TECH equipment in BODYPUMP classes, we can maximise our workout potential and achieve our fitness goals quicker.”
An Elite Fitness member of five years said, “Due to the secure lock system, I feel safer using the SMARTBAR. The grip of the plates and bars are easy to handle, as is loading and unloading the plates. This saves a lot of time in between tracks.”
You can follow Elite Fitness on Facebook at @elitefitnessmv.
Want to shine the spotlight on your club? We’d love to hear about your wins with Les Mills programs. To express your interest, contact your local Business Partnership Manager in Australia or Southeast Asia.
