Les Mills+ Debuts in LA Fitness, City Sports, and Esporta Fitness Clubs as CEO Says Omnifitness Revolution is Here to Stay
Les Mills digital workouts will be offered to all members of Fitness International
Members of Fitness International, which owns the LA Fitness, Esporta Fitness, and City Sports Club brands, can now access Les Mills+, a new streaming platform. The on-demand workouts enable fitness enthusiasts the ultimate flexibility and fitness experience.
Fitness International members who add the on-demand streaming platform to their existing memberships will be granted unlimited access to over 1,500 workouts including Bodypump, Bodycombat, and Les Mills grit.
Les Mills’ digital offering reflects the company’s recognition that fitness members want the convenience and flexibility of live workouts and gym amenities combined with on-demand classes. According to Les Mills, as a result of the pandemic and the digital fitness boom, most exercisers now prefer a 60:40 split between gym and at-home fitness.
“With this announcement, two fitness powerhouses combine to elevate the member experience. The ‘omnifitness’ revolution – providing fitness experiences everywhere, through all channels – is here to stay and the sky is the limit for what can be achieved by pairing world-class digital offerings with a preeminent operator of over 700 full-service gyms,” said Sean Turner, CEO of Les Mills US.
The company appointed two new executive team members over the summer to accelerate its omnifitness strategy, announcing two newly created global roles filled by Amber Taylor and Luke Waldren.
Les Mills, founded by the four-time Olympian and head coach of New Zealand’s track and field team, has a global presence with its workouts in 21,000 clubs across 100 countries. The latest Les Mills+ workouts are designed to maximize fitness results and were created by a team of physiology experts, fitness trainers, and musicians.
“People who enjoy a hybrid fitness experience will be able to maintain connections to their community while extending their workouts beyond a club’s four walls,” Dan Hoskinson, Director of National Partnerships for Les Mills US, tells Athletech News.
“We’re on a mission to help people fall in love with fitness and these members now have the opportunity to exercise live or digitally, at home or in-studio, with our incredible instructors motivating them to be their best.”
The fitness company is also celebrating the return to live workouts, having recently hosted a fitness festival in London, which was attended by over 5,000 fitness enthusiasts. The event, which took place at London’s ExCel Arena, was one the largest group exercise events. A highlights package will soon be available on META’s Quest platform, allowing fitness fans to enjoy an immersive VR experience.
