CHIMPCHAMP Fitness opened just few weeks before the COVID lockdowns. The club focuses only on group fitness (GX) classes, so 100% of their members participate in GX. The bulk of members (called ‘CHIMPCHAMPERS’) at CHIMPCHAMP Fitness are aged in their late 20s to late 40s, as well there being a large contingent of Gen Zs. The business works on a pay-per-use model, and in 2023, they had unique touchpoints by 5,170 individuals.
Les Mills Asia Pacific (LMAP): Tell us about your BODYCOMBAT 100 celebratory event
Prescott Tsang (PT), the Co-Founder and certified BODYCOMBAT® Instructor: Our BODYCOMBAT 100 event was designed for both current members and non-members to take part. We wanted to celebrate this milestone with our loyal CHIMPCHAMP community, while also opening the doors to fitness enthusiasts who may not have experienced BODYCOMBAT yet. It was a chance to showcase the essence of the program and the welcoming nature of our community. Earlier in the year, we had set a goal for our club to organise an event that would see 100 people take part, and when BODYCOMBAT 100 came along, the stars aligned! The event was made up of two sessions:
- BODYCOMBAT EVOlution (5pm to 6pm): A nostalgic look back at the most beloved tracks from BODYCOMBAT’s history, with three Instructors leading the class; each one taking on a segment that represented different eras of the program.
- BODYCOMBAT 100 (6:15pm to 7:45pm): A 1.5-hour high-energy class featuring 15 tracks, led by 5 Instructors. Each Instructor brought their unique flair to the session, focusing on high-energy tracks that pushed the participants to their limits. The camaraderie among coaches was palpable, creating a vibrant atmosphere that motivated participants to kick higher, squat deeper, and push beyond their limits.
These sessions were also helmed by 4 coaches for EVOlution and 5 coaches for BC100!
LMAP: What were your specific goals for this event?
PT:
- Community engagement: Increase involvement from both current members and new participants, which we successfully achieved, as the event was fully booked.
- Brand awareness: Highlight CHIMPCHAMP Fitness as a premier fitness studio and the place for Les Mills passion. We want to also highlight and build a stronger local presence. We saw a rise in inquiries and follow-up sign-ups from event attendees, marking this as a win.
- Event experience: Deliver a memorable and inspiring experience that resonates with our community. Based on feedback from participants and instructors, we exceeded expectations, with many praising the energy, organisation, and execution of the event.
LMAP: What was your investment for this event?
PT: The approximate investment for this event was around SGD 10,000, which included venue costs, Instructor fees, event logistics, marketing, and goodie bags. The support from sponsors played a key role in making this event a success.
LMAP: What helped make this event successful?
PT: Our key winning strategy was the collaborative atmosphere among the Instructors and participants. The sense of unity on stage – from the Instructors playfully teasing one another to pushing each other to new limits – set the tone for the event. This strong camaraderie, combined with meticulous planning and an emphasis on providing a high-quality fitness experience, is what made the event so special. The engagement with our community, alongside the fresh energy of the 100+ participant milestone, created an unforgettable experience.
The support of the coaches also played a pivotal role because they came together to really go through the whole flow, practise the synchronising, and ensure full understanding and execution of the movements and cues together. That passion that CHIMPCHAMP stands for was truly felt and showed in the efforts of the CHAMPCOACHES.
The historical legacy of the program and CHIMPCHAMP’s reputation also ensured that sponsors came on board readily.
Another key success factor could be the way the event was organised. We started off with EVOlution, which was done in the evening while it was still light; and then we moved on to BODYCOMBAT 100, which was done after it became dark outside. So, there was a transition and an almost artistic interpretation that we did BODYCOMBAT from light (day) to dark (nighttime).
LMAP: What feedback did you receive?
PT: Ersy is a ‘CHIMPCHAMPER’ who does BODYCOMBAT regularly, who is also trained in BODYPUMP®. Ersy said, “BODYCOMBAT has been a game-changer. I was hooked by the adrenaline-pumping moves, music and high-energy atmosphere. Every punch and kick makes me feel empowered and strong.”
“The coaches also form a huge part of why I love BODYCOMBAT; they don’t just lead the class – they inspire me to push beyond. Their encouragement makes me feel like I can take on anything, and I leave each class feeling invincible. The BODYCOMBAT 100 event held by CHIMPCHAMP showcased exactly this. Every single detail, down to the order of the tracks, came from the heart to bring the essence of BODYCOMBAT to us. It was a truly inspiring event.”
Yuli is another CHIMPCHAMPER and a BODYCOMBAT CHAMPCOACH, who is also trained in BODYPUMP and registered for LES MILLS PILATES™ training. Yuli said, “There are lots of accomplishments and feelings that I can achieve from doing BODYCOMBAT. Different days might feel different things and those achievements fill the days. The intense cardio for the workout, the power of punches and kicks to unleash the energy from everyone, the sense of belonging to the community, are all things that I love about BODYCOMBAT.”
“BODYCOMBAT 100 is huge milestone and the event that CHIMPCHAMP had united all the people into one room with big energy. It was a beautiful moment and experience.”
LMAP: Tell us about BODYCOMBAT in your club
PT: BODYCOMBAT has been on the timetable since day 1, when the studio was started. The club currently offers at least 1 BODYCOMBAT class a day, in each of our branches/locations, all of which are live classes (i.e., not Virtual). Our members love the energy and interaction that live classes provide, especially when it comes to this high-energy program. While Virtual options are available, our community values the personal connection with Instructors during live sessions.
Our BODYCOMBAT classes see an average of 10 to 25 participants per session; however, this can fluctuate depending on the time of day and season, with peak times drawing larger crowds.
LMAP: Describe the demographics in your BODYCOMBAT classes
PT: BODYCOMBAT appeals to a really wide group of members, from Gen Zs all the way to veterans. This is because BODYCOMBAT allows you to challenge yourself a lot or take options if needed; everyone and anyone can join a BODYCOMBAT class. The energy, the inspiration and vibe of the program turns on the fitness switch within everyone. That said, the people who gravitate towards the program in our club are often people who enjoy those feelings of energy and power.
LMAP: Why do your members love BODYCOMBAT?
PT: Members love our ‘community’, where ‘Champers’ come together to work out with some of their favourite coaches. Some of them have been doing BODYCOMBAT for a while and some are new to the program, but they all feel the benefits of becoming fitter and healthier after attending classes. One space, one moment, CHIMPCHAMP unites!
LMAP: How has BODYCOMBAT stayed strong for 25 years?
PT: The continuous innovation and adaptability of BODYCOMBAT has been key to its longevity. Les Mills has consistently introduced new music, cutting-edge moves, and fresh choreography every quarter, which keeps participants engaged. Additionally, the community aspect, where members bond through shared fitness journeys, and the emotional connection it fosters, have also helped BODYCOMBAT to solidify its place in gyms worldwide. The ability to make participants feel strong, empowered, and part of something bigger than themselves has given BODYCOMBAT its staying power.
LMAP: Why is BODYCOMBAT so popular, globally?
PT: BODYCOMBAT taps into a universal love for movement and martial arts, combining fitness with empowerment. People are drawn to its energetic and exhilarating format, which blends disciplines like boxing, karate, taekwondo, and mixed martial arts. The program’s ability to engage participants of all fitness levels, along with its evolving music and choreography, ensures that it remains fresh and exciting, which is why it resonates with such a broad audience, globally.
LMAP: Any other comments?
PT: Our event was not just a celebration of BODYCOMBAT’s 100th Release but also a testament to the resilience and growth of CHIMPCHAMP Fitness. It marked an important milestone for us, as a community, showing that through passion, dedication, and teamwork, we can create unforgettable moments in fitness.
We look forward to continuing this journey with Les Mills and delivering even more impactful fitness experiences to our community. At CHIMPCHAMP, we always take pride in our passion for Les Mills programs, and our dedication to providing the best classes for our members.
We are also probably Singapore’s only studio or establishment who held a larger scale BODYCOMBAT100 event. We felt that we should rightfully do so because it’s a way of sharing the immense pride we have, of being able to inspire fitness and health in everyone in Singapore.
If your club would like to explore how BODYCOMBAT or other Les Mills programs can help attract, engage and retain members, contact your local Business Partnership Manager in Australia or Southeast Asia. Or to learn about becoming a BODYCOMBAT Instructor, go to www.lesmills.com.au/instructors/.
