PRODUCT NEWS
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| Integrated workout solutions will underpin gyms' recovery, says Les Mills’ Martin Franklin |
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| 09 May 2021 . BY Megan Whitby |
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We know members are looking to combine live fitness into their digital routines as they return to the gym
– Martin Franklin |
The UK has spent most of the year in lockdown but finally, clubs are beginning to see their fitness communities open back up, with indoor group exercise not far behind.
Creating connections and social experiences among safe club environments will be key to winning members back, with the instructor at the heart of engaging participants and reminding them why live group fitness delivers on those all-important exercise endorphins.
With capacity barriers to overcome, many clubs have taken their class timetable outside by optimising spaces such as car parks, tennis courts and open grass areas. By immediately widening the scope for more class attendance, operators can use outdoor fitness classes as an opportunity to reach new demographics.
But it’s not just outdoor group exercise that clubs can maximise on during this re-opening period. There’s still a strong appetite for a blended approach to online and live group fitness.
Ensuring the value of a membership is maintained beyond a club’s four walls creates a future-proof foundation for lifetime customers with the freedom to pick where they work out.
Now more than ever, a heightened sense of health and wellbeing combined with a longing to sweat amongst fellow fitness friends presents the opportune moment for clubs to bounce back with superstar instructors right behind you, injecting the energy and passion behind those powerful Les Mills programmes.
“We know members are looking to combine live fitness into their digital routines as they return to the gym, with 63 per cent of Les Mills On Demand users interested in trying a live class at a gym or facility upon reopening,” commented Martin Franklin, CEO Les Mills Europe.
“The next proactive steps that clubs can take are crucial in making a speedy recovery; this will prove the fastest way back to full membership, with integrated workout solutions and meeting new consumer needs at the heart of their comeback.”
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