Les Mills Reimagines Circuit Training with Ceremony
Global fitness leader Les Mills has unveiled a new campaign that highlights Ceremony’s key points: strength, cardio and camaraderie
Les Mills has launched a cheerful new campaign highlighting its new (and super challenging) functional circuit program, Les Mills Ceremony, with Louis Armstrong’s famous song, “When You’re Smiling.”
It’s the latest offering from the global fitness leader known for its fitness raves and Gen-Z-loving fitness programs like the group strength concept BodyPump, yoga fusion BodyBalance, HIIT-based Grit, martial arts-inspired BodyCombat and the immersive indoor cycling experience The Trip.
The new campaign headlines Les Mills’ global launch of Les Mills Ceremony, a boutique-style, full-body circuit class with equipment stations for strength and cardio conditioning. The class is now live in Fitness First in Germany and Australia, Bannatyne, New York Sports Club and Club4.
The move has been an effective engagement tool in attracting fitness consumers. For Bannatyne, the rollout of Ceremony led to increased participation and an influx of new studio attendees, according to the global fitness brand.
Campaign director Dave Meyers captured the essence of Ceremony in a a 1:00 campaign spot, which can be viewed here.
“The study of human face contortions during a workout, when your guard is down, and your real self is there is what I loved about this ad,” campaign director Dave Meyers said.
For Les Mills, the newest program is sure to set the circuit training category “on fire,” said Les Mills chief customer officer Luke Waldren.
“Ceremony is one of our toughest classes – but it’s also one of the most beloved by the people who take it,” Waldren continued. “We want to show people that Ceremony is a truly innovative take on circuit training and deserves its spot among the more established offerings. We landed on a concept that expresses to both consumers and gym owners what those who’ve experienced it already know: you haven’t done a circuit until you’ve done Ceremony.”
Along with Ceremony, Les Mills launched Conquer late last year, a newer high-energy boutique boxing concept.
“With Gen Z and Millennials seeking full-body strength and conditioning workouts with high levels of interaction and camaraderie, these new offerings are exactly what consumers want,” New York Sports Club CEO Bill McMenamy said last month.