LES MILLS ON DEMAND REBRANDING TO LES MILLS +
Group fitness provider Les Mills will rebrand its On Demand product to LES MILLS + from early October . The move promises to be more than a name change , with members set to get more personalisation , tracking , motivation and rewards . The company has also indicated that it will be evolving the offering to bridge the gap between live and home workouts .
When COVID sparked a massive digital fitness boom , LES MILLS On Demand grew exponentially , expanding into 116 global markets and catering to populations in lockdown . In the pressure cooker environment brought about by the pandemic , the digital fitness landscape has quickly evolved . The ‘ on Demand ’ product has changed during this time to a point where Les Mills say it is much more than just workouts ‘ on demand ’.
‘ Alongside our partners , we are the industry ’ s only omnichannel fitness experience , delivering world-leading content , powered by science to maximise results , crafted to incredible music ; and presented by some of the world ’ s leading Instructors . Now , more than ever , we need our platform to match up to this .’
INDUSTRY LAMENTS HIGH PERCENTAGE OF LOST DAYS
Fitness Australia recently calculated that many fitness businesses across the country have been closed for at least 30 % of days since March 2020 due to lockdowns and restrictions . The statistics vary between states and territories , with Victoria unsurprisingly suffering the greatest blow of more than 50 % lost operational days . When clubs and studios have been permitted to open between lockdowns , it has been with strict limits on numbers and reduced patronage .
Comparing the impact on the fitness sector compared to other industries , Barrie Elvish , Fitness Australia ’ s CEO , highlighted the fact that unlike hospitality and retail ,
which have been able to adapt to ‘ take away only ’ or online e-commerce sales , fitness can only do so to a limited degree .
“ While many fitness businesses and operators have provided live-stream classes or online workouts , many of these services have been offered to members free of charge just to keep them engaged in their exercise habits ” he wrote .
Elvish did , however , point to one positive development , writing “ Fortunately , we know the recognition of the importance of exercise is growing , as evidenced by our sector opening sooner from recent lockdowns , compared to last year .”
Source : Fitness Australia
The way we were …
As Fitness Australia announces its new registration category for aqua instructors , we take a look back quarter of a century to an Aqua Network newsletter from 1996 , when the topic was ‘ the deck effect ’ and preferred instructor teaching options :
“ Facility providers should be conscious of the environment provided for aqua instructors as the deck undergoes constant observation from participants in the water . ... Instructors may prefer working from wet decks , even though there is a tendency to get wet . Instructors do not have to precariously balance on a narrow strip of tiles placed high in the air and the comfort of participants is increased . Access to participants is easier from poolside and a sense of inclusion is maintained .”
NETWORK SPRING 2021 | 9