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Les Mills Unveils Support Package To Kickstart Sector Recovery


Les Mills has announced a raft of new support measures to help clubs and Instructors worldwide emerge from COVID-19 lockdown and kickstart their recovery.

Having provided a number of digital services to keep club members moving during lockdown – including free 60-day access to LES MILLS On Demand (LMOD) and a series of new workouts that Instructors could livestream to continue delivering classes – the group fitness expert has today (19th May) unveiled new measures to help the industry get back to business.

The package includes tailored product and support offerings designed to meet the specific needs of clubs based on their market segment, existing digital infrastructure, and reopening requirements.

Another component is a dedicated online Reset Hub to help club partners prepare for their reopening, featuring a range of educational sessions, how-to guides, analysis tools, and assets designed to help clubs get back on their feet.

The Reset Hub covers topics including leadership during crisis, phased reopenings, health and hygiene advice, synergizing online and offline fitness offerings, and key learnings from Chinese clubs in overcoming COVID-19.

Dedicated Instructor reset resources are also under development, which will provide a range of support options to help Instructors prepare for getting back to the studio setting.

“We’ve been blown away by the support from the Les Mills team during this unprecedented time,” says Peter Wilkinson, National Sales and Marketing Manager at The Bannatyne Group. “Our goal is to keep members moving and Les Mills on Demand plays a key part in that.

Within a matter of weeks, we were able to completely update our app with Les Mills on Demand and communicate the 60-day offer to members, thanks to their support.

The production quality of the content is second-to-none and as close as you can get an in-person experience. So far, the member feedback has been phenomenal both from regular group exercisers, but also from those that have never done it before. It has given them the confidence to come and try a live class when we reopen.

Les Mills digital will also continue to play a part going forward to complement the fantastic range of fitness equipment and classes within our health clubs. “

Les Mills has also launched an online version of its CIMSPA-accredited Group Fitness Management (GFM) education course.

Offered digitally to support remote learning at a time when fitness professionals are still confined to their homes, the course teaches group fitness management tactics that have been tried and tested with clubs from all sectors and sizes, helping them to become some of the most profitable clubs around the world.

The 8 Key Plays cover all aspects of Group Fitness Management; from how to set targets that meet the club goals, how to create a timetable that drives maximum attendance through to how to recruit and motivate world-class Instructors.

Martin Franklin, CEO Les Mills Europe, said: “The resilience and resourcefulness our sector has shown in helping the world to keep moving during lockdown has been truly inspiring and we’ve been proud to play a part in supporting our club partners and Instructors with digital solutions to overcome lockdown.

“As we emerge from the worst of this crisis, the real hard work starts now. It’s going to be a big challenge to bring members back into the club space and we’re determined to stand shoulder-to-shoulder with our partners to help them recover as quickly as possible.

“With health now everyone’s top priority, there are huge opportunities for clubs to attract new members and emerge as a stronger and more vital cog in society than ever before. I urge all partners to get in touch to explore how we can best support their recovery plan with our new range of offerings.”