LES MILLS ON DEMAND IS EVOLVING
by Les Mills
This October, ‘LES MILLS™ On Demand’ will become ‘LES MILLS+’ - the new name for world-leading workouts on demand.
We’re taking everything members love, adding to it, and amplifying it.
LES MILLS+ members are set to get more tracking, more motivation, more rewards, and more results. And that’s just the beginning. Over time we’ll be introducing more improvements to better connect live and home workout experiences.
WHY ARE WE CHANGING?
The digital fitness landscape is evolving and it’s a competitive space – so it’s time we secure our position as THE premium solution.
We offer much more than just workouts ‘on demand’. We are the world’s only omni-channel fitness experience delivering world-leading content; backed by science to maximise results, crafted to incredible music, and presented by some of the world’s leading Instructors. Now more than ever, we need our platform that can match up to this.
WILL LES MILLS+ REPLACE LIVE LES MILLS CLASSES?
No! Live group fitness – led by Instructors – will always be our top priority, and the premium experience of LES MILLS classes. However, having a digital fitness platform is no longer a nice to have – it’s an essential if you want to survive and thrive in the modern fitness space. This has become even clearer over the past year through the rise of other high-powered competitors.
Leaving the digital market to players who have no stake in our live industry is not an option. Those operators are focused on owning fitness participation, which creates a risk to live fitness. Our strategy is to ensure clubs keep ownership of their own ecosystems via a live and online offering, that fully caters to their members’ fitness needs.
WHAT DO THESE CHANGES MEAN FOR ME AS A LES MILLS INSTRUCTOR?
New consumer research shows a growing demand for an omni-channel fitness offer that has more personal and motivational tools to keep their fitness journey alive, whether they are at the gym or at home.
LES MILLS+ makes it easy for members to stay connected to LES MILLS workouts when they are unable to make a live class. It also helps people who are experiencing “gymtimidation” to first try the workouts and build their confidence in their own space, before transitioning to a live class.
We know providing digital stepping stones is a powerful way to bring more people into live classes in clubs. Sixty-one per cent of people who started working out with LES MILLS at home during lockdowns have said they want to do live LES MILLS classes.
With ongoing innovation LES MILLS+ will be further developed to better bridge the gap between live and home workout experiences. We have a fantastic new ‘Find a Gym’ feature in the pipeline, which allows existing subscribers to easily find a live LES MILLS class in their local area.
LES MILLS+ gives us greater reach to advertise LES MILLS classes, driving more people to knock on gym doors and fill Instructors’ classes. So, LES MILLS+ will remain a key component of our strategy, and live will remain our priority.