Les Mills Global Scoreboard - Trends from over 4000 clubs with Les Mills Group Fitness

1. GETTING THE GROUP EFFECT

2. BACKGROUND: THE SCOREBOARD SURVEY
§ Attendance is the key metric in our industry. It’s our most basic success measure and
the driver of sustainable profit. It’s also our biggest risk in light of a changing market
landscape.
§ Accurate attendance data is vital for our industry to learn and grow. The Scoreboard
Global Metrics survey was initiated by Les Mills just over a year ago to review the
industry, with Agent support in all regions.
§ The survey is designed to record and track accurate club and group fitness attendance
data, for both Les Mills and our competitors.
§ Just over 4,300 clubs have taken part in the four rounds of the survey. We must
continue to encourage more facilities to participate so that we can continue to build
robust data and provide regional insight into industry trends.
§ This data reminds us of the power and potential of group fitness. In particular how Les
Mills group fitness programs fills classes, maximising club capacity and helps to build
engaging and profitable clubs, thereby helping to grow the fitness industry.
§ The following report is a summary of key insights and considerations for Round 1-4. It
also highlights Agent-specific territory results.
§ For the most part, local sample sizes were still too small to make strong comparisons with
global averages. We have included this information so you can see the potential of this data in
future.

3. KEY LES MILLS
SCOREBOARD NUMBERS

4. Globally, across all Les Mills programs, there are around 3.4 million weekly
attendances
Les Mills Weekly Attendances
3,396,057
Total Les Mills Attendances
Per Week
i.e. the average was 3,396,057 (based on
14459 clubs * 234.875 attendances per week)
Notes: 1. Sample size: Round 3 n= 1017. Round 4 n=1008

5. That’s an average of over 176 million annual weekly group fitness attendances
of Les Mills programs!
Les Mills Annual Attendances
176,594,964
Total Les Mills Attendances
Per Year
i.e. the average was 176,594,964 (based on
14459 clubs * 234.875 attendances per week) *
52 weeks)
Notes: 1. Sample size: Round 3 n= 1017. Round 4 n=1008

6. Across all Les Mills programs, over 200,000 Les Mills classes take place each
week on average
Les Mills Classes per Week(1)
201K
Total Les Mills Classes Per
week
Notes: 1. Sample size: Round 3 n= 1017. Round 4 n=1008

7. Together BODYPUMPTM,,BODYCOMBATTM ,RPMTM and BODYBALANCETM
account for 76% of total weekly attendance. Since launch CXWORXTM and
SH'BAMTM have already gained 4% and 2% share of Les Mills attendances.
Les Mills Weekly Attendances By Program
Share of Les Mills
Mar 12
Attendance
BODYPUMPTM 1,264,600 40
BODYSTEPTM 189,900 6
BODYATTACKTM 185,700 6
BODYCOMBATTM 449,500 14
BODYVIVETM 56,500 2
BODYBALANCETM 323,800 10
RPMTM 389,700 12
SH'BAMTM 77,600 2
BODYJAMTM 123,800 4
CXWORXTM 112,800 4
TOTAL 3,173,800 100%
Notes: 1. Sample size: Round 3 n= 1017. Round 4 n=1008

8. HOW IS THE INDUSTRY HOLDING UP?
“The economic gauntlet has tested our mettle and made us work harder than
we thought possible,…. but we are a better industry and better times lie
ahead”
IHRSA 2012 Global Report
“In 2011, revenue increased 2.3% and is expected to increase 2.0% in 2012.
The US industry will expand at an annual rate of 2.8% through 2017, to
$29 billion, and will serve 48.3 million members.”
IBIS World Feb 2012
“The middle market in many industries is under attack from both low-cost and
premium segments. Consumers have high expectations even when the price
they pay is low”
Ray Algar, MD Oxygen Consulting, Author of 2011 Global Low Cost Gym Sector Report

9. WHAT IS DRIVING MARKETS AROUND THE WORLD?
“NEWISM: The new* has never been hotter. For consumers who have grown up in the ‘Expectation
Economy’ demanding the best of the best, the very notion of the ‘new’ has become a positive one”
Trendwatching July 012
2 million patents were applied for in 2010, up from 1.4 million in 2000.
World Intellectual Property Organization 2011
“The innovation-spurring eco-system is totally transparent, with everything now reviewed and rated
[online] the moment it’s created, meaning the risk for consumers of trying out something new is
approaching zilch.”
Trendwatching July 012
“Spending is shifting online, e-commerce is no longer about choice, price but about everything
consumers look for in any purchase: status, the right product and a compelling experience”
Trendwatching May 2012
“US e-commerce sales will grow 62% by 2016, to USD 327 billion.
European e-commerce sales will grow 78% by 2016, to USD 230 billion.
Forrester Feb 2012,
* This is not just breathless, eco-unfriendly, product-replacing madness.

10. WHAT IS DRIVING MARKETS AROUND THE WORLD?
“Everything is getting faster. The online world with its relentless acceleration and amplification
– of information, of excitement, of attention – is of course a major contributor to the NEW”
Trendwatching July 012
“The desire to tell status stories is further fuelling consumer’s never-ending lust for new
experiences, especially acute in a world where so much identity is expressed online.
Consumers want to collect and mix-and match as many new and varied experiences as
possible”
Trendwatching July 2012
“Consumers don’t expect brands to be flawless. In fact, consumers will embrace brands that are
still brilliant despite having flaws. Brands that show some empathy, generosity, humility,
flexibility, maturity, humour and (dare we say it) some character and humanity”
Trendwatching April 2012

11. WHAT IS OUR OPPORTUNITY?
We are operating in a world of relentless acceleration.
The industry is economically viable and growing.
Consumers [members] have high expectations, want
varied experiences and new choices.
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12. THE RELENTLESS CHALLENGE …
ATTRACTING MEMBER ATTENTION
MAINTAINING THEIR INTEREST and KEEPING THEM ENGAGED
MORE PEOPLE THROUGH THE FITNESS STUDIO DOOR
GROWS ATTENDANCE, WHICH IN THE LONG TERM
GROWS A SUSTAINABLE AND SUCCESSFUL BUSINESS
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13. GETTING THE GROUP EFFECT
“American adults stare at screens (TV, phone, computer) for 8.5 hours a day. Most
people are not working out while they are staring…..”
Club Solutions April 2012
“Motivation is the trigger that ignites club membership. Implicit in the motivation that
inspires a member to join a club is the expectation that the experience of being a club
member will sustain and support that motivation”
IHRSA Guide to Retention 2007
“Approximately 40% of new health club members are first-time members, and can feel
helpless in a contemporary fitness center”
IHRSA Guide to Retention 2007
“The sense of community you get from (group fitness) is incredibly valuable, as that
camaraderie between members creates more accountability. Members encourage other
members to come back, and may even suggest other classes that they have enjoyed”
Jodi Sussner, KOSAMA, Club Solutions April 2012
”Health club members equate value with usage. No matter whether a membership costs
$25 per month or $125 per month, high usage equates to high value”
IHRSA Guide to Retention 2007

14. HELPING CLUBS GET THE GROUP EFFECT
GROUP EXERCISE
ATTRACTS AND MOTIVATES MORE MEMBERS, WHO
ATTEND MORE OFTEN, WHO IN TURN,
REFER MORE MEMBERS!
THE POWER OF THE GROUP
PROVIDES THE MOTIVATION TO KEEP MOVING
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15. SCOREBOARD PROVES THE POWER OF GROUP EXERCISE
• Highlights the opportunity within the 5 genres that account for almost 75% of
group exercise attendances
• Highlights the seasonality curve affecting club attendance through the year.
• The year starts high, dips and builds to the next year.
• Shows us that group exercise attendance is more season proof than non-group
exercise attendance with lower off-peak declines
• Off-peak/low season total attendance declines 14%
• Non-group exercise attendance declines 17%
• Group exercise attendance declines 9%
• Les Mills group exercise declines only 8%
• Demonstrates the strength of group exercise when ONLY group exercise regains
the attendance losses following off-peak fluctuations
• Post off-peak total attendance increases 13% (declines were -14%)
• Non-group exercise attendance increases 15% (declines were -17%)
• Group exercise attendance increases 10% (declines were -9%)
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16. SCOREBOARD PROVES THE POWER OF GROUP
EXERCISE (cont…)
• Highlights the strength of Les Mills. Even during seasonal fluctuations, Les Mills
consistently owns 33% of share of group exercise attendances (5)
• 33% of the 9.3M Group Exercise attendances during peak season
• 33% of the 8.6M Group Exercise attendances during off-peak season, AND post off-
peak low Les Mills attendances increase at a faster rate to grow share to 35%
• Shows that the average Les Mills licensed clubs performs above the industry norm
of Group Exercise % to total attendance
• The majority perform above the industry target of 10-20%
• The top performers DOUBLE the target.
• Proves that Les Mills classes help drive attendance
• Top performing clubs attract higher total class attendance in Les Mills classes than
other Group Exercise classes, on average
• Top 20 clubs: 45 participants in Les Mills classes vs. 31 participants in other
classes(6)
(5) Scoreboard Round 1, 2,3
(6) Scoreboard Round 2
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17. SCOREBOARD ROUND 4:
HIGHLIGHTS GROUP FITNESS STABILITY & LES MILLS STRENGTH
Group Exercise attendances in Les Mills licensed clubs are stable across the year.
Round 4 of Scoreboard shows:
• Total club attendance declines (11% down), but this is driven by a decline in
non-group exercise attendances (17% declines).
• Total group exercise attendance show small gains,
• driven by class attendance, not number of classes
• Les Mills’ share of classes (timetable) has increased from 34% to 37%, and the
annual trend is upwards.
• Increase owing to a decline in number of competitor classes (3% decline)
• Les Mills share of attendances is stable at 34%, annual trend is steady.
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18. SCOREBOARD ROUND 4:
HIGHLIGHTS GROUP FITNESS STABILITY, LES MILLS STRENGTH
• Highlights the upward trend of the Dance genre
• Increase in genre share (up from 11% to 15%) and number of clubs offering at
least 1 program (up from 79% to 90%)
• SH’BAM attendances increasing 5.1 x over the year, Zumba increasing 2%
share of Dance attendances in Round 4.
• Shows the strength of the Mind & Body genre
• Strength of genre share (ave14% over the year) and increase in number of clubs
offering at least 1 program (up from 92% to 97%)
• Shows the solidity of the Strength& Weights genre
• Strength of genre share (ave 18% over the year) and steady in the number of
clubs offering at least 1 program (ave 93% over the year)
• Demonstrates the importance of the above three genre’s – accounting for 47% share
of Group Fitness attendances
• Highlights the increase in clubs that have “Other –unspecified classes” – new and
different classes/formats additional to the genre’s over the year (39% to 46%).
• “Other- unspecified classes” account for 8% share of group fitness attendances.
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19. THE BOTTOM LINE IS
WE NEED TO GET MORE PEOPLE MOVING,
MORE OFTEN, WITH GROUP FITNESS.
GROUP FITNESS SHOULD BE THEIR DEFAULT CHOICE.
LES MILLS OFFERS INNOVATIVE COMPELLING EXERCISE
EXPERIENCES THAT CAPTURE AND ENGAGE MEMBERS

20. TOP TWENTY CLUBS SURVEYED

21. Top Twenty Clubs Based On Total Group Fitness Attendance
Top Twenty Clubs Based On Total Group Fitness Attendance(1)(2)
Weekly Group GF Share of
Fitness Total
Ranking Club Name Attendances Attendances Country Club Size
1 LES MILLS AUCKLAND CITY 9,209 55% New Zealand Large
2 IKSU SPORT 8,676 41% Sweden Large
LAS VEGAS ATHLETIC CLUBS-
3 5,519 14% USA Large
WEST FLAMINGO
LAS VEGAS ATHLETIC CLUB--
4 5,161 18% USA Large
GREEN VALLEY
LAS VEGAS ATHLETIC
5 5,141 17% USA Large
CLUBS--RAINBOW
6 LES MILLS EXTREME 5,056 52% New Zealand Large
7 ANON_01073 4,022 NA France NA
8 BURLINGTON MALL 3,156 44% Canada Large
9 LIIKUNTAKESKUS HUKKA 3,151 49% Finland Large
10 24H FITNESS_00111 3,142 NA USA NA
Notes: 1. Out of 1,064 Les Mills clubs surveyed; (2) NA= data not available
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22. Top Twenty Clubs Based On Total Group Fitness Attendance (cont’d)
Top Twenty Clubs Based On Total Group Fitness Attendance(1)(2)
Weekly Group GF Share of
Fitness Total
Ranking Club Name Attendances Attendances Country Club Size
11 24H FITNESS_00202 3,108 NA USA NA
12 THE PEAK 3,068 25% UK Large
13 ANON_02044 3,025 NA USA NA
14 JERRY LONG FAMILY YMCA 3,022 29% USA Large
15 スポーツクラブＯＳＳＯ南砂
3,021 69% Japan Large
16 24H FITNESS_00496 2,891 NA USA NA
17 24H FITNESS_00216 2,855 NA USA NA
18 24H FITNESS_00512 2,852 NA USA NA
YO10 SPORT & SPA CLUB
19 2,851 57% Spain Medium
(GRANADA)
20 LES MILLS HUTT CITY 2,785 48% New Zealand Medium
Notes: 1. Out of 1,064 Les Mills clubs surveyed; (2) NA= data not available
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23. Top 100 Clubs Performance Scoreboard Round 1
Top Hundred Club Performance Based On Total Group Fitness Attendance(1)
TOP 100
AVERAGE
TOTAL MEMBERS 5,950
TOTAL WEEKLY ATTENDANCES 8,456
GROUP EXERCISE WEEKLY ATTENDANCE 2,525
GROUP EXERCISE LES MILLS WEEKLY
ATTENDANCE 687
GROUP EXERCISE WEEKLY CLASSES 88
GROUP EXERCISE LES MILLS WEEKLY CLASSES 22
GROUP EXERCISE AVERAGE WEEKLY CLASS
ATTENDANCE 28.6
GROUP EXERCISE AVERAGE LES MILLS WEEKLY
CLASS ATTENDANCE 31.9
Notes: 1. Out of 1,187 Les Mills clubs surveyed;
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24. Top 100 Clubs Performance Scoreboard Round 2
Key Metrics For Top Clubs Based On Total Group Fitness Attendance(1)(2)
TOP 20 TOP 50 TOP 100
AVERAGE AVERAGE AVERAGE
TOTAL MEMBERS 5,619 5,474 5,011
TOTAL WEEKLY ATTENDANCES 9,312 8,095 7,149
GROUP EXERCISE WEEKLY ATTENDANCE 3,631 2,792 2,314
LES MILLS WEEKLY ATTENDANCE 1,628 996 745
GROUP EXERCISE WEEKLY CLASSES 114 88 79
LES MILLS WEEKLY CLASSES 37 25 23
AVERAGE WEEKLY CLASS ATTENDANCE 31.8 31.9 29.2
AVERAGE LES MILLS WEEKLY CLASS ATTENDANCE 44.6 39.5 32.9
WEEKLY ATTENDANCE PER MEMBER 1.7 1.5 1.4
Notes: 1. Out of 993 Les Mills licensed clubs surveyed;
2. Based on unweighted survey responses
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25. Top 100 Clubs Performance Scoreboard Round 3
Key Metrics For Top Clubs Based On Total Group Fitness Attendance(1)(2)
TOP 20 TOP 50 TOP 100
AVERAGE AVERAGE AVERAGE
TOTAL MEMBERS 14,717 10,046 8,007
TOTAL WEEKLY ATTENDANCES 13,122 10,616 8,755
GROUP EXERCISE WEEKLY ATTENDANCE 3,859 2,950 2,415
LES MILLS WEEKLY ATTENDANCE 1,695 1,168 876
GROUP EXERCISE WEEKLY CLASSES 140 106 88
LES MILLS WEEKLY CLASSES 47 36 29
AVERAGE WEEKLY CLASS ATTENDANCE 27.6 27.8 27.5
AVERAGE LES MILLS WEEKLY CLASS ATTENDANCE 35.7 32.7 30.4
WEEKLY ATTENDANCE PER MEMBER 0.9 1.1 1.1
In the top performing clubs, Les Globally – 16.5
Mills achieves significantly
higher per class attendance than
Notes: 1. Out of 1,069 Les Mills licensed clubs surveyed;
2. Based on unweighted survey responses competitor programs
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26. Top 100 Clubs Performance Scoreboard Round 4
Top performing Les Mills licensed clubs offer considerably higher number of Les Mills classes per week, which attract twice as many
participants per class than at the global level
Key Metrics For Top Clubs Based On Total Group Fitness Attendance(1)(2)
GLOBAL TOP 20 TOP 50 TOP 100 TOP 250 TOP 500
AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE
TOTAL MEMBERS 1,377 15,337 9,998 8,473 6,362 5,031
TOTAL WEEKLY ATTENDANCES 1,775 15,090 10,451 9,079 6,914 5,404
GROUP EXERCISE WEEKLY
657 4,086 3,114 2,540 1,945 1,524
ATTENDANCE
LES MILLS WEEKLY ATTENDANCE 223 1,792 1,275 908 659 538
GROUP EXERCISE WEEKLY CLASSES 38 136 111 90 73 60
LES MILLS WEEKLY CLASSES 14 50 40 30 25 22
AVERAGE WEEKLY CLASS
ATTENDANCE
17.2 30.1 28.2 28.4 26.7 25.5
AVERAGE LES MILLS WEEKLY CLASS
ATTENDANCE
16.0 35.8 32.2 30.3 26.9 24.5
WEEKLY ATTENDANCE PER MEMBER 1.2 1.0 1.0 1.1 1.1 1.1
Notes: 1. Out of 1,064 Les Mills licensed clubs surveyed;
2. Global Average is based on weighted survey responses, data for top clubs is based on unweighted survey responses
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