NYSC Launches New Les Mills Group Training Concepts
The boutique-style group workouts, designed to appeal to Gen Z, are making their debut at three New York clubs
Three New York Sports Club (NYSC) has been crowned the first U.S. operator to launch two new Les Mills boutique concepts: Les Mills Ceremony and Les Mills Conquer.
The new programs are meant to introduce specialized training experiences, with Les Mills Ceremony serving as a full-body functional circuit class with equipment stations for strength and cardio conditioning, while Les Mills Conquer offers a high-energy boxing conditioning workout.
Les Mills Ceremony and Conquer are currently offered at NYSC’s E. 76th, W. 16th and Astoria clubs.
Bill McMenamy, CEO of New York Sports Club, noted that the curated fitness programs give members a premium boutique experience, especially for young fitness consumers who are searching for such programs.
“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,” McMenamy said.
Implementing the Les Mills workouts has proven successful for U.K.-based health club operator Bannatyne. After introducing Les Mills Ceremony, Bannatyne saw a surge in participation, with 25% of attendees being new to the studio, according to the global fitness brand. A similar trend was observed at Les Mills New Zealand gyms, where Ceremony drew in a significant number of young fitness enthusiasts. Les Mills expects NYSC to yield similiar results.
“NYSC and Les Mills are two iconic brands whose longevity stems from their commitment to constant reinvention – embracing the latest innovations to inspire new generations into fitness,” Les Mills U.S. CEO Sean Turner said. “This makes NYSC a natural launch partner for our latest training innovations and we’re delighted to see the impact this is having on their members and club performance. These concepts are perfect for members seeking a full-body workout that keeps them on their toes, while the focus on coaching creates an engaging sense of community that helps members develop technique and achieve the results that keep them coming back for more.”
In addition to Les Mills Ceremony and Conquer, the global fitness brand has turned its focus to Pilates, recently launching it’s own rendition with Les Mills Pilates with high-energy music and hosted a “fitness rave” in Berlin in October.
