Provided by Phillip Mills during Club Industry 2012.

1. THE TRENDS THAT WILL SHAPE HUMAN FITNESS AND ACTIVITY

2. THE FITNESS INDUSTRY IS AT RISK
Stagnation: segmentation rather
than innovation while competitive
industries are evolving e.g.
•Virtual exercise
•New sports
•Nutritional science
•Medicine

3. Budget Clubs

4. Micro-gyms

5. INSIGHT
Many clubs worldwide are being hurt by low-budget competitors.
At the same time, there are successful new club models evolving e.g:
• Crossfit – 4,600 clubs - $200 per month
• Orange Theory - $23 per class /$159 per month
• Soul Cycle and Flywheel (US) - $32 per class
• Pure Yoga (Asia and US) – $145-$165 per month
• Kosama, Omni, Fitness Together, Title Boxing, UFC etc etc
One Tribe – Changing the World Les Mills International © 2010

6. THREE AREAS OF OPPORTUNITY:
EXERTAINMENT
COMMUNITY
HEALTH
WE CAN COMBINE THESE UNDER A SINGLE HEADING…

9. More Motivating Exercise Environments
“Exertainment”

29. GX STUDIOS:
[Check out Les Mills World Class
Studio Search at www.lesmills.com]

34. 34

37. SOCIAL MOTIVATION/
COMMUNITY
“Most of us aren’t really
health clubs, we’re not even
clubs. We’re just places
where people come to lift
weights and run on a
treadmill” – Michael Scott
Scudder

39. SELL THE ‘LONG TERM’ RELATIONSHIP

40. MAKE EXERCISE SOCIAL
Group Fitness Team Training Personal Training Event Training
Freelance
Programmes

41. GROUP TRAINING
Many clubs worldwide are being hurt by low-budget competitors.
At the same time, there are successful new club models evolving e.g:
• Crossfit – 4,600 clubs - $200 per month
• Orange Theory - $23 per class /$159 per month
• Soul Cycle and Flywheel (US) - $32 per class
• Pure Yoga (Asia and US) – $145-$165 per month
• Kosama, Omni, Fitness Together, Title Boxing, UFC etc etc
One Tribe – Changing the World Les Mills International © 2010

42. MOTIVATION:
GROUP TRAINING
Example Evolution of the Exercycle
1980 Old-fashioned stationary bike
1985 Computerized bike
1990 Cardio Theatre
1995 Spinning Class
Now Standardized, quality-assured
classes
GF is the most effective way of creating
motivation for the average fitness member

49. Les Mills Auckland City

50. Les Mills Britomart, Auckland

51. “CLUB WITHIN THE CLUB”
LES MILLS RUN™ LES MILLS RIDE™ LES MILLS TRI™
Products created as specific event training programs
Designed around an organised event (eg marathon, cycle
challenge, triathlon)
Training organised in 8 or 12 week blocks with an emphasis on
guidance, support and motivation.
Clear sense of purpose culminating in the event itself and the
personal satisfaction of completing it.
Participants pay the club direct, prices vary.
Available to both members and non-members.

53. SOCIAL MEDIA
Is revolutionizing
our ability to
communicate!
BUT…
It’s not as easy as it looks.
Engagement, interest and authenticity are key.
Otherwise it’s meaningless

54. THE HEALTH OPPORTUNITY
EDUCATION = MOTIVATION
Between 2006-2016 the cost of the
American health system will almost
double to $4.1 trillion per year*.
It seems that our health is
deteriorating at almost as quickly as
these costs are increasing. The
current system clearly isn’t working -
there’s got to be a better way!
*2006 US Treasury report

55. Education: Become
True “Health Clubs”
Health clubs need to become more than just places
where people go to use exercise machines! We
need to become true providers of holistic health.
Education changes lives and your members will
love you for it. A few places to start:
• Mercola.com
• Younger Next Year – Crowley/Lodges
• The Omnivore’s Dilemma – Michael
Pollan
• You: The Owner’s Manual – Roizen/Oz

56. Talk to your members
Create a personal relationship
with your members
Choose the right medium
for THEM:
One way communication?
Two way?
Social media?

57. STAND FOR SOMETHING
CREATE A
CAUSE NOT A
BUSINESS
Tom Peters
People don’t come to work to increase shareholder value, they want to make a
difference!
Leadership

58. STAND FOR SOMETHING
The most successful businesses in the world care
about more than just making money!

59. Let’s Create a Fitter Planet
The world is facing a great holistic health
challenge and our industry is perfectly
positioned to play a big part in the
solution.
We are the exact opposite of the cigarette
and junk food companies and we have an
intimate relationship with a large
percentage of the world’s wealthiest
people.

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61. Reasons to become a green facility
• Reduce facility costs
• Attract more members
• Improve member health
• Increase staff engagement
• Improve environment
• Mitigate global risk

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64. FITTER FOOD
We can change our health and that of
the planet by one simple means: what
we put in our mouths!

65. FITTER GOVERNMENT
Individuals and businesses cannot be allowed
to destroy our greatest communal assets. Our
leaders need to lead on these issues!
Fitness industry initiatives :
• Physical education back in schools, junk
food out
• Better urban design
• Tax incentives to be slim and fit
• Encourage healthy eating (tax junk food!)
• Healthier environment

66. Fitter Facilities
There are hundreds of great ideas, from low
energy lighting and appliances, to low-flow
shower heads and toilets, to signing with a
renewable energy provider
or even installing solar energy.
Have a professional green audit done on your
business. There are incredible savings to be
made in resource use and your own money.
Go to: www.greenhealthclubs.org

67. MOTIVATION - THE BIG OPPORTUNITY:
EXERTAINMENT, COMMUNITY, EDUCATION
Health club attendance has become the biggest adult “sport” in the Western
World. Bigger than football, tennis and golf combined. But we have
traditionally lacked the excitement and social engagement of sports, and
behaved more as gyms than as true health clubs. The faster we can change
that, the bigger our future!