PECTIVE
REFLECTIONS OF INDUSTRY LEADERS
The Immersive Product Manager for LES MILLS asks , are we making the most of the opportunity when someone steps into our club ?
WORDS : CHRIS RICHARDSON
H ow often do we hear or see the
words ‘ the future of fitness ’?
As the Immersive Product Manager for Les Mills International I ’ ve seen this thrown out there more than once or twice . In fact I ’ ve used the line myself on a few occasions .
Our fast-paced lives are quickly becoming inundated with fast-moving trends and cutting edge technologies designed to engage with a market that is becoming more and more distant from the person delivering them .
It ’ s the reality we live in , and the fact is , it ’ s OK . But as someone who has spent years attending and working in gyms , I always find myself asking the question , ‘ Are we making the most of the opportunity when someone steps into our club ?’
In my opinion , the trick is to actively engage the people attending our facilities by providing an environment that heightens the senses , creates the desire to repeat the experience and , most importantly , encourages them to share it with others .
Average fitness experiences can become amazing fitness experiences with targeted investment in resources . As an ex-Group Fitness Manager and club consultant , I have spent a lot of time in this space .
For years now , Les Mills International has shared its experience and expertise with thousands of clubs , with a major focus on how group exercise can help clubs maximise attendance and retention .
Great studio design , music , workouts backed by science , and ongoing training for instructors to produce captivating and motivational experiences have always been at the forefront .
For clubs looking to go next level , it ’ s all about the immersive experience , an area I ’ m fortunate to be working in with a product called THE TRIP , co-created by Les Mills Jnr . The combination of an immersive audiovisual experience and a carefully calibrated 40-minute cycle program , it has riders moving through animated worlds where reality is stretched to create an immersive fitness experience .
Cinema-style curved screens and surround-sound amplify the experience and fill the senses . Tiered studios provide the best seats in the house ( or in this case the best place in the pack ), and a control panel on the lead bike provides instructors with fingertip control of sound , lights and screen .
Unlike a conventional cycle class where the instructor is on a stage facing the audience , THE TRIP instructors face the same way as the class , creating a more inclusive environment . The training they receive highlights the importance of immersing riders in the experience by minimising technical language and allowing riders to let their own imaginations be part of the ride . At the same time , clear direction is provided to ensure the workout factor is maximised and riders leave feeling successful .
Cycle classes often allow riders to dissociate from the logistics of the workout because of the intensity of a music track or the way the instructor is teaching . But with THE TRIP , a whole other level of psychology comes into play . The perception of time and energy are affected without you really noticing .
When you ’ re looking at the top of the hill , you say to yourself , ‘ I ’ m not going to back off early , because if I do , everyone ’ s going to roll past me .’ Your subconscious really starts to believe the experience , and you can go harder without realising it .
It ’ s a winning formula that is currently being delivered by a small group of clubs globally that have seized the chance to excite their members and participants . And while they are relishing the opportunity to energise their existing members , an even bigger opportunity exists to engage a larger group – the people who wouldn ’ t normally attend our clubs .
So whether it ’ s a full immersive fitness experience like THE TRIP , or simply one that engages more people with our clubs , let ’ s keep asking the question : ‘ Are we making the most of the opportunity when someone steps into our club ?’
Chris Richardson is the Immersive Product Manager for LES MILLS™ , a role in which he provides direction and leadership on program design and development . A Program Coach for numerous LES MILLS programs and International Master Trainer , he says he has ‘ the best job in the world ’. lesmills . com / immersive-fitness
6 | NETWORK SPRING 2016