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15 Sep 2020

Les Mills unveils ‘blended fitness solutions' to help operators create hybrid model
BY Tom Walker

Les Mills said the new products will combine the best of digital and live fitness to produce a connected solution enabling members to work out however they choose

Les Mills said the new products will combine the best of digital and live fitness to produce a connected solution enabling members to work out however they choose
photo: Les Mills On Demand

Les Mills has launched a trio of digital solutions to help fitness operators shift towards a hybrid model.

Designed to future-proof studios and clubs, the products are intended to help operators expand their reach in the online fitness space, while complementing their live offerings.

Describing them as a "blended solution", Les Mills said the products will combine the best of digital and live fitness to produce a connected solution enabling members to work out however they choose.

The three newly-launched solutions include a Les Mills On Demand Affiliate Programme, enhanced livestream workouts and app-based workout content.

With the new Affiliate Programme, clubs can create a holistic fitness journey for members by providing home workouts via Les Mills On Demand and receiving a share of the revenue for each sign-up. Members have access to the full LMOD ecosystem, including Les Mills workouts, training programmes and community support.

The new enhanced livestream workouts means that clubs offering live Les Mills classes can now deliver them to members via livestream. Clubs can livestream using whichever platform they prefer, provided the necessary music licenses are in place with their local performing rights societies.

Meanwhile, with the new app-based content, clubs can bring Les Mills workouts into their own member app without the need for separate investment and mass content creation. Spanning various Les Mills programmes, clubs host the content via their own branded ecosystem and set the price members pay them for access, giving them total control of an additional revenue stream.

“We’re now entering a new age of fitness, where clubs are uniquely placed to meet growing consumer demand for a blend between online and offline fitness services," said Martin Franklin, Les Mills Europe CEO.

“With health and fitness now a top-tier priority for people of all ages, there are huge opportunities for club growth through a connected member experience.

"Live fitness remains the pinnacle, and a key differentiator for clubs, while online offerings can help clubs expand their reach and break down barriers to fitness for people you might not typically see in the gym.”

The updated offering comes as COVID-19 has accelerated the growth of consumer appetite for digital workout options.

In addition to the three solutions, Les Mills has also created an online training solution. The new offer has included the digitisation of the Les Mills Instructor training and Group Fitness Management (GFM) training, making it easier for clubs to upskill their teams.

Les Mills is now working with club partners – including Nuffield Health, Bannatyne and Everyone Active – to accelerate their businesses through these new solutions.

One of the partners, Everyone Active, has now launched its own Everyone on Demand programme, which includes access to training content from WithU, Flex, EXi and Les Mills on Demand for £9.99 a month.

According to Duncan Jefford, regional director for Everyone Active, the creation of a digital offer to run alongside its 190-site "bricks and mortar" portfolio has transformed its member offering, bringing additional revenue and long-term retention benefits.

“We don’t want any of our members to have to make the choice between the gym and their favourite on-demand session, so that’s why we’ve launched our digital fitness platform," Jefford said.

"Everyone On Demand will give our members the ultimate flexibility when it comes to how and where to train.

“It’s the most comprehensive on-demand collection offered by any operator and we’re delighted to have expert programming from Les Mills.

"LMOD is packed with workouts our members know and love from live classes at our centres, so it made total sense to bring LMOD into our own solution.

“The combination of live, on-demand and livestream solutions we’ve received from Les Mills has played a big part in helping us to emerge from lockdown with an enhanced digital offering for our members and bright prospects for the future.

"Being flexible and open-minded to new ways to dovetail digital and physical fitness solutions will enable us to not only survive but thrive.”





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