PROVES POWER OF GROUP FITNESS
confirmed the power of group fitness to drive gym attendance among
members - and provided further evidence of its capacity to increase
The AC Nielsen
1,000 participants in LES MILLS group fitness classes across the U.S.A.
showed more than 90% visit their clubs at least twice a week
specifically to take part in the classes and that nearly 40% visit at
least four times a week to take part.
The average of
at least 2.9
visits a week by Les Mills' participants compares with IHRSA estimates
that club members go to their clubs on 91 days a year - or just 1.75
times a week on average.
founder Phillip Mills says the survey findings clearly demonstrate the
potential of group fitness to impact health and fitness club
in several ways from more frequent attendance by members," he says.
frequently to the gym are clearly more likely to be satisfied with
their membership and less likely to quit - with obvious implications
for all-important membership retention rates.
important are the implications for membership growth," says Mills.
involvement with their clubs are far more likely to talk positively
about it to their friends and colleagues outside, encouraging others to
visit the gym and share their experiences.
new membership, these referrals also take pressure off the marketing
membership retention and growth rates also increase the capacity for
clubs to raise membership fees progressively over time.
concludes that clubs need to manage their investment in group fitness
to achieve the available benefits.
"Clubs need to
uncompromising in providing high quality programming, supported by
rigorous instructor training and management."
questioned the 1,000 respondents for an average of 16 minutes each on
their awareness, behavior and attitude towards the Les Mills programs.
with being the
most popular of the LES MILLS programs worldwide, the weight-based
program BODYPUMP® was known to 99% of survey respondents.
female participants was also consistent with Les Mills' experience in
the 63 countries where the programs are offered. Male participation was
highest for the indoor cycling program, RPM (17%) and the martial
arts-based program, BODYCOMBAT® (15%).
high level of recommendation among participants, with 92% saying they
would definitely recommend them to their friends. Most (75%) said they
would consider changing clubs if their club stopped running LES MILLS
The vast majority of respondents
(91%) visit their gym at least twice a week to participate in a LES
Over one third (39%) participate
in a LES MILLS program four times a week or more;
99% were previously aware of
75% agreed they might change clubs
if their club stopped offering LES MILLS programs;
92% would "definitely" recommend
LES MILLS programs to their friends;
Respondents were predominantly
female (87%) versus male (13%);
Male participation was highest for
indoor cycling program, RPM (17%) and the martial arts-based program,
evenly spread across U.S. regions (North East 94; Mid Atlantic 162;
South East 167; Mid West 229; South Central 219; Pacific &