What are the primary benefits of going to a gym compared to exercising at home or outdoors?
The key benefit of going to a gym is motivation. While people can exercise at home or outdoors, gyms offer an environment rich with motivating factors. Community plays a vital role; being surrounded by others fosters a sense of connection and support, which is difficult to replicate in isolation. The energy of the crowd, coupled with the guidance of inspirational leaders and instructors, creates an uplifting and engaging experience. Additionally, the social interactions in gyms contribute significantly to mental and emotional well-being compared to the isolation of solely online living.
Gyms also provide an immersive environment that includes music, education, and goal-oriented activities to enhance motivation. From the ambiance of the facility to the "third space" concept—a cool place outside of work and home—gyms create a unique and appealing destination. While any form of exercise is beneficial, the structured and dynamic nature of gym environments ensures a consistent drive to keep moving.
How has gym attendance evolved over the years, and what trends are shaping the industry?
Gym attendance has undergone significant growth since the 1960s, increasing from roughly 1% of the population to about 30% today, with even higher numbers among younger generations.
For example, over 40% of Gen Z in many Western countries are engaging in gym-related activities. This rise reflects broader cultural changes, including greater awareness of the risks associated with sedentary lifestyles and poor diets, as well as the fragmentation of traditional communal spaces like churches or local pubs. Gyms have stepped in to fill this void, becoming central hubs for physical and social engagement.
The industry has also adapted to time constraints faced by busy individuals, offering efficient and accessible alternatives to traditional team sports. Innovations in gym technology—from cardio theaters and interactive equipment to immersive environments like "THE TRIP" cycle class—have made workouts more engaging. These advancements cater to evolving preferences, such as the growing interest in functional training and weightlifting, while maintaining a focus on fostering resilience and mental health.
What makes your group training programs stand out from others in the fitness industry?
Group training is the cornerstone of our approach and is uniquely designed to maximize motivation. We combine crowd energy, expert instructors, and curated music in thoughtfully crafted environments to deliver a theatrical and inspiring experience. Unlike many fitness programs that are developed on a short timeline, each of our 25 programs—ranging from BODYPUMP and BODYCOMBAT to yoga and cycling—is meticulously created over three months. This process involves selecting the perfect music, choreographing movements, and iterating based on trials to ensure every class is optimized for engagement and results.
We also prioritize excellence in instruction. Our global network includes over 100,000 instructors, with top-tier trainers undergoing rigorous assessments and continuous learning. These instructors are featured in high-production-value videos that set a global standard, inspiring both their peers and participants. The integration of these elements creates an unparalleled fitness experience that combines artistry, education, and motivation.
What are some of the key fitness trends and needs you’re addressing in your programs?
Resilience and mental health are at the forefront of our fitness philosophy. In response to global challenges like social media pressures, the pandemic, and geopolitical stress, people are seeking strength and empowerment through exercise. This trend has led to a surge in interest in weightlifting and other strength-focused activities, which offer both physical and psychological benefits. Programs like BODYPUMP cater to this need while also addressing the desire for balance through yoga and mindfulness classes that promote relaxation and stress relief.
Additionally, we recognize the therapeutic power of movement. For example, dance-based classes connect the mind and body, fostering emotional well-being and creativity. Our offerings aim to provide a mix of strength-building and restorative activities, ensuring participants can build resilience while also finding moments of calm. This holistic approach reflects our commitment to addressing diverse fitness needs.
How is Les Mills adapting to the changing fitness landscape and innovating to stay ahead?
Innovation is integral to our evolution. One of our most cutting-edge offerings is "THE TRIP," an immersive cycling experience that uses large screens to transport participants to fantastical environments like futuristic cities or underwater worlds. This technology-driven approach transforms workouts into captivating adventures, enhancing both motivation and enjoyment.
Beyond high-tech solutions, we’re continually refining our strength and functional training classes. For instance, our new "CEREMONY" class combines functional strength training with cardio for a comprehensive physical and mental workout. With 25 diverse programs, we constantly introduce fresh content, pushing the boundaries of what fitness can offer while staying aligned with emerging trends and participant needs.
What role do live events play in your community-building efforts?
Live events are a vital part of our culture and a unique way to foster community. These events range from small gatherings to large-scale festivals with thousands of participants. They provide an opportunity for instructors and participants to come together, share energy, and experience the best in fitness instruction live. These gatherings are more than just workouts; they are cultural moments that blend fitness with the excitement of a music festival.
Such events have been a hallmark of our brand for decades, starting in New Zealand and expanding globally. Whether it’s a sold-out fitness rave in Berlin or an intimate event in a local gym, these experiences bring people together in powerful ways. They highlight the communal and celebratory aspects of fitness, reinforcing our mission to inspire a fitter planet.
What marketing initiatives and campaigns are you focusing on in 2025?
Our marketing strategy continues to emphasize creativity and innovation. Recently, we launched "CEREMONY" with a stunning ad produced by one of America’s top commercial directors. This campaign exemplifies our commitment to high-quality storytelling that resonates with diverse audiences. Our quarterly program releases are accompanied by tailored campaigns for each of our 25 classes, ensuring consistent engagement and excitement.
We’re also expanding our focus on digital platforms like YouTube, using high-production-value content to showcase our offerings. As we roll out exciting new programs later this year, we aim to highlight their unique benefits through visually compelling and informative campaigns. By combining innovative advertising with our global reach, we strive to inspire even more people to join our fitness movement.
