Group Fitness Is Your Club’s Most Reliable Retention Engine

As the industry searches for ways to deepen connection and boost retention, Les Mills US CEO Sean Turner points to group fitness as a strategic asset that’s too often overlooked

Following the release of their 2026 Global Fitness Report, Les Mills, the high-energy global fitness brand, sees consumers gravitating toward coached, community-based experiences. Turner believes the clubs that elevate group training beyond filling a timetable slot will be the ones that thrive.

“Ten years ago, most people were training to look good,” said Sean Turner, CEO of Les Mills. “Now, they’re training to feel good, stay strong and live well for longer.”

Whether it’s in relation to strength training, cardio or functional workouts, longevity is emerging as a key frontier for fitness. Progressing, recovering and finding your community at the gym is the new way to flex. 

“The opportunity for clubs is clear; it’s no longer just about access to equipment, it’s about guiding people through a complete health journey,” Turner went on. “Operators who coach behavior and motivation, not just sell memberships, are the ones driving real results and retention.”

Strength Leads

The fitness community’s collective interest in strength training is well documented. Individuals now recognize the modality as a longevity-booster, leading to a surge in demand that rivals any other in the sector. 

However, there’s a gap to fill between excitement and execution. Individuals, especially those less familiar with the modality, need and desire guidance to experience strength training’s benefits. When left to navigate it alone, they’re often met with a flood of contradictory online advice, only increasing the need for instruction.

“More people are starting to see that strength is a key element of effective training and results, and they want to do it properly,” Turner explained. “Social media and fitness apps have made it more visible and less intimidating, but for many people, it’s also created an information overload of too many workouts and conflicting advice. They don’t know where to start. That’s why guidance matters more than ever.”

Over the past few years, Les Mills launched several strength-based programs to help clubs provide that guidance. Formats like Strength Development and brand new Bodypump Heavyfeature structured progression, slower tempos and heavier loads that make picking up and advancing through the workouts simple. Participants also benefit from expert coaching for added guidance and support.  

“We’re seeing members actively seek structured coaching environments,” Turner said. “They want places where programming is already designed so they can just show up and focus on building their technique.”

A Nod to Group Training

But while strength remains in the spotlight, group training receives less attention despite offering another avenue for operators to service motivation, progression and retention. 

“If there’s one area operators still underestimate, it’s group training,” he said. “For years, it’s been treated like a line item on the timetable, when in reality, it’s one of the biggest drivers of engagement and long-term membership value for the entire club. Winning operators treat group training like a business.”

Before anything else, Turner believes profitable group programming requires tracking retention-related metrics to monitor and align offerings with demand. Then, operators need to make sure they’re delivering what’s deemed relevant. 

“You need a strategy and a scoreboard,” he said. “Attendance, utilization and retention should be measured and managed just like any other revenue stream. Programming should reflect what today’s consumers want: strength, functional training, recovery and mind-body. Otherwise, your members will turn to the boutiques and specialist studios that do.”

Turner also says operators should treat group fitness as a long term investment strategy. Extra efforts made to bring in the right people and build a culture go a long way. After that, the funding takes care of itself. 

“Recruiting, developing and supporting great instructors is everything,” Turner said. “When instructors feel valued and inspired, that energy is contagious. It’s what members feel the moment they walk into the studio and keeps them coming back. Clubs that get it right don’t just run good classes, they build communities.”

Everyone’s Invited

Les Mills prioritizes inclusivity when crafting its programming. The brand believes beginners and experienced members should both feel accomplished at the end of the class — and makes additional efforts to put that sensation within reach.

“Most members are busy people who just want to feel stronger, healthier and more confident,” Turner says. “So, everything we create has to be accessible and easy to stick with.”

Les Mills instructors coach members through different movement options and progressing workout tracks so beginners feel comfortable starting where they’re at while more experienced members can still challenge themselves. 

To further a training environment’s inclusive nature, the brand also encourages operators to conduct thoughtful onboarding. 

“By learning members’ goals and steering them toward supportive group training, clubs help build confidence and community within their members,” Turner said. “It also keeps them safe in your club.”

That safety element is becoming increasingly important in a digital-first fitness landscape as operators pursue longevity. It’s also why Turner believes nothing beats the live experience. 

“There’s more online education now than ever before and many people can learn new workouts from an app or videos, but without strong body awareness, many risk injury due to improper form,” Turner said. “In the club environment, an instructor can demonstrate proper form in a way a phone screen can’t match, and they’re going to motivate you on a different level to show up for yourself and train properly.”

Whether it’s to keep members healthy and continually coming back or to foster strong relationships, coaching is a foundational pillar for retention, he argues. 

“There’s nothing like in-person training for forming bonds that boost retention,” Turner said.

This article originally appeared in ATN’s Health Tech Revolution Report 2025: Inside the Future of Personalized Fitness & Wellness, which examines the trends shaping the future of fitness and wellness, and what they mean for operators, investors and brands navigating a rapidly evolving market. Download the free report.