As a certified Les Mills Instructor, I've always been a strong advocate for the programs, not just because of the science-backed workouts but also because of the powerful impact it has on member engagement and community building. When our club became licensed for BODYPUMP® and BODYCOMBAT®, we immediately saw a shift in the club's atmosphere and member behaviour.
One of the most noticeable effects was the growth in our in-club community. Les Mills classes are structured to be highly motivational and inclusive, which naturally draws people in and keeps them coming back. Over time, participants began forming connections with fellow members and instructors, creating a sense of belonging that extended beyond the studio. This kind of social engagement is something that traditional gym floor workouts often lack.
From a business standpoint, Les Mills classes significantly boosted our member acquisition. Prospective members are often attracted to high-energy, instructor-led group classes, and having globally recognised programs like BODYPUMP and BODYCOMBAT gave us a competitive edge. We also noticed a clear increase in member retention, especially among those who prioritise group fitness as their main workout preference.
Another positive trend was the increase in club foot traffic during class times. Members who might otherwise work out sporadically started scheduling their visits around BODYPUMP and BODYCOMBAT sessions. This not only improved their consistency and results but also added vibrancy and life to the club at key hours, creating a more dynamic atmosphere for everyone.
Tell us about your members
Our club's member base is primarily composed of working professionals, typically aged between 25 and 45 years. This includes young professionals, mid-career individuals, and entrepreneurs who prioritise fitness as part of their daily routine and overall lifestyle.
An important factor that influences our demographic is our location, which is within a residential area, surrounded by several condominiums. Because of this, many of our members are local residents who value the convenience of having a quality fitness facility close to home. This proximity makes it easier for them to incorporate regular workouts into their schedules, whether before or after work, or even during breaks for those who work remotely.
The combination of our accessible location and structured offerings like Les Mills classes appeals to those who are goal-driven, time-conscious, and looking for an efficient yet motivating workout experience. Many of our members also enjoy the community aspect of the club, often building social connections through group classes and shared fitness goals.
Overall, our club attracts a committed, health-conscious demographic that values both convenience and quality in their fitness journey.
What do you think is the most unique feature or offering of your club?
One of the most unique features of our club – especially within our local area – is our Les Mills group fitness offering. Within a 2km radius, only Fitness First and one Anytime Fitness branch offer Les Mills programs, which makes our club stand out significantly in terms of premium group fitness offerings.
Les Mills classes are globally recognised for their high-quality, science-backed programming, and they bring a level of consistency, structure, and energy that many freestyle or unbranded classes simply don't offer. By providing BODYPUMP® and BODYCOMBAT® classes, we're not just offering workouts – we're delivering a group fitness experience that drives results, builds community, and keeps members coming back.
This unique advantage allows us to attract members who are specifically looking for world-class group fitness solutions, and it helps to position our club as a premium fitness destination in the area. It's a key factor that differentiates us from other nearby gyms, especially those that don't offer structured or branded group fitness programs.
How many Les Mills classes do you typically offer per week?
We currently offer six Les Mills classes per week as part of our group fitness timetable – three BODYPUMP classes and three BODYCOMBAT classes. This balanced schedule allows us to cater to members looking to improve both strength and cardiovascular fitness, while also maintaining variety and consistency throughout the week.
How many Les Mills Instructors do you currently have?
We currently have three in-house Les Mills instructors, including myself. Having a dedicated team allows us to maintain the consistency and quality of our Les Mills classes, ensuring members get the best possible group fitness experience. Our Instructors are certified, passionate, and well-versed in delivering high-energy, results-driven workouts that align with the Les Mills standard.
What do you think makes your Les Mills classes popular among members?
Both BODYPUMP and BODYCOMBAT are popular because each offers a unique essence and targets different fitness goals, making them appealing to a wide range of members.
BODYPUMP is popular because it focuses on strength and muscular endurance using light to moderate weights with high repetitions. Members love the structured format, motivating music, and the sense of progression they experience as they build strength and improve form over time. It's especially appealing to those who may feel intimidated by free weights on the gym floor but still want to improve muscle tone and overall conditioning in a safe, guided environment.
On the other hand, BODYCOMBAT draws in members looking for a high-energy cardio workout with a strong emphasis on agility, coordination, and endurance. The martial arts-inspired movements, set to powerful music, make it both empowering and exhilarating. Many members find it a great stress reliever, and they enjoy the intensity and sense of accomplishment after each session.
The popularity of both classes also comes from how they complement each other. While BODYPUMP focuses more on strength and muscular endurance, BODYCOMBAT delivers on cardiovascular fitness and functional movement. Together, they cater to a broad spectrum of fitness needs, making them staples in our group fitness schedule and consistently drawing strong attendance.
How do Les Mills programs give your club an edge over your competitors?
Les Mills programs provide our club with a significant competitive advantage for several key reasons. First and foremost, the programs are grounded in science and developed with a highly technical and structured approach to fitness. Unlike many freestyle classes offered by competitors, Les Mills workouts are meticulously choreographed, with each track designed to target specific fitness components – whether it's strength, endurance, cardio, or core stability. This structure ensures that every class delivers consistent, measurable results for our members, and caters to a wide range of fitness levels.
Additionally, the regular updates to the choreography and music keep the experience fresh and engaging, which is a strong motivator for member retention. The science-backed programming also builds trust with members who are looking for effective, safe, and progressive workouts.
Beyond the quality of the program itself, another major differentiator is the calibre of our instructors. Les Mills sets a high standard for instructor training and certification, which translates into a consistently high-quality class experience. Our instructors are not only confident and competent – they are passionate, highly skilled, and committed to delivering each class with energy, precision, and authenticity. This level of professionalism creates a motivating and inclusive environment where members feel supported and inspired to push themselves.
Together, the world-class programming and elite-level instruction set our club apart in a crowded fitness market. Les Mills doesn't just elevate our group fitness offering – it helps us create a premium experience that attracts new members, retains existing ones, and builds a strong, loyal fitness community within our club.
What other Les Mills programs might you be interested in offering in the future?
Maybe short format classes, such as the GRIT series or CORE.
Overall, implementing Les Mills programs has been transformative – not just in terms of workouts offered, but in fostering a stronger club culture, driving member engagement, and contributing to the club's growth and reputation.
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