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15 Feb 2023
Les Mills and Adidas join forces
BY
Frances Marcellin
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Les Mills and Adidas are targeting Gen-Z who expect digital fitness to be part of their workout routine, whether live, in-club or at-home
photo: Adidas
Les Mills and Adidas have announced a partnership to provide omnifitness workouts to Gen-Zers in-club, at home and via events. The move is part of a strategy to deepen engagement with Gen Z for the benefit of health club operators, mobilising the next generation of gym-goers to begin their fitness journey.
The partnership will connect adiClub's 300 million members to Les Mills' omnifitness platform, as well as live in-club workouts and events worldwide.
These will build on the success of events such as the Les Mills Live event in London in October 2022, which hosted 5,000 people and was filmed in virtual reality. Live fitness events in 2023 will be held in Singapore, Los Angeles, Stockholm, Paris and Barcelona.
Les Mills launched the first iteration of its omnifitness workout platform during the pandemic in 2021. It supports members inside and outside the gym, with on-demand, live, at-home and in-club workouts.
“We'll elevate the training experience by combining the best of live and digital to meet people where, when, and how they want,” says Clive Ormerod, Les Mills’ CEO. “By placing the community at the heart of all we do, we can inspire millions to be more active and make good on our mission to create a fitter planet.”
After carrying out a variety of surveys, the fitness giant found modern members have four main expectations. These are connection (58 per cent of members surveyed are motivated by the social aspect of the gym); convenience (80 per cent want digital offerings as part of their training plan); flexibility (84 per cent work out at home as part of their routine, even those who use the gym); and personalisation (63 per cent expect this as a standard).
Les Mills has identified the leading barriers as lack of motivation, routine and support and a missing fun factor for those new to the gym floor who may find it overwhelming and unfamiliar.
“We're excited to create new and unique workout experiences that tap into next-generation behaviours – supporting our mission to ensure everyone can benefit from the physical and mental wellbeing that training offers,” said Aimee Arana, GM of sportswear and training at Adidas Global. “At the heart of this collaboration is the commitment to our shared values, and we’re looking forward to accelerating the quality of live and in-home fitness and tailored regimes with Les Mills for our Adidas community, no matter where they're based.”
Les Mills' trainers will exclusively wear Adidas clothing and shoes as part of the agreement, with the sportswear giant having created collections and products to specifically support key activities, such as HIIT, strength and yoga.
These include the Designed 4 Training Series (D4T) – apparel designed for freedom of movement and breathability for intense workouts such as Les Mills Grit – and the Adidas Dropset trainers which have midsoles designed to enhance correct form and stability for strength workouts, such as Bodypump.
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