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Summary of Group Fitness Trends and Statistics from over 5000 licensed facilities offering Les Mills Classes
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SCOREBOARD ROUND 5 REPORT-LES MILLS WEST COAST SEPTEMBER 2012
• A global attendance metrics survey tracking attendance in Feb/June/October every year since February 2011.
• A total of over 5300 clubs have participated across all the 5 rounds so far.
• The survey records and tracks accurate club and group exercise attendance data for both Les Mills and Non Les Mills Facilities.
• The data tells us how we are doing and highlights the opportunities to leverage to fill classes, maximise club capacity and help build engaging, profitable clubs.
SCOREBOARD DETAILS AND OBJECTIVES
INDUSTRY TRENDS AND KEY NUMBERS
“Here’s the new reality: consumers will never again revere brands the way they used to. Consumers are increasingly turning to (and trusting) other consumers. Why serving, assisting and lubricating is the new selling” Trendwatching Oct 2012
“20% of people want to train alone. The other 80% want to be actively engaged with and by their fitness facility.” Michael Scott Skudder, World Fitness Business Owners Summit 2012
“As people get older, the results become less important than the participation/socialisation factor. They want to feel like they are part of something” All Star Panel, World Fitness Business Owners Summit 2012
THE POWER OF THE GROUP
• The number of clubs offering Les Mills programs continues to grow (13770 to 14,569 from Round 1 to 5).
• Non-group exercise attendances are steady from Round 4 to 5 but the annual trend is downward.
• The number of Non Les Mills classes offered among Les Mills licensed clubs continues to decline (7% share decline).
• As a result Les Mills weekly classes and per class participation has increased (14.2) and Les Mills weekly attendance continues to grow (16.9).
• There is still the opportunity to grow Group Exercise within the Les Mills licensed clubs.
THE POWER OF LES MILLS GROUP EXERCISE -SCOREBOARD ROUND 5 HIGHLIGHTS
• 14.2 ave. number of Les Mills classes per week (low of 13.4)
• 16.9 ave. number people in each class (low of 15.2)
• 240 weekly Les Mills attendances (low of 203)
• 38% share of GF timetable (low of 34%) • 40% share of GF attendances (low of 33%)
• 3,489,241 weekly Les Mills attendances • 181,449,901 annual Les Mills attendances
LES MILLS ROUND 5 SCOREBOARD KEY NUMBERS GROW
• The top performing Les Mills licensed clubs (Top 20-100) offer considerably more Les Mills classes per week than the average Scoreboard club, attracting twice as many participants per class.
• Clubs that achieve the highest number of weekly group exercise attendance are typically large clubs OR those with a high share of Les Mills programs in the timetable.
• Interest in Dance-based and Core-Abs programs continue to grow, with these programs attracting more attendances and in significantly more clubs than a year ago.
• Dance-based programs have grown share of attendance while other are stable (+5% share). This growth is from both SH’BAM (2.2 to 3.3 classes p/w @ave 17 ppl per class ) and Zumba (3.2 to 3.3 classes p/w @ave 23 ppl per class) .
• Dance is also clearly a genre with high class participation. A easy win on the timetable.
KEEPING THE NUMBERS GROWING
• Strength/Weights and Cycle programs remain strong and classes continue to maintain high levels of attendance.
• BODYPUMP™ has an average of 5.6 classes per week, with 19.5 people per class, and has increased share of group exercise attendances (+3%) within Les Mills licenced clubs.
• RPM™ has an average of 6.2 classes per week, with 15.6 people per class in Les Mills licenced clubs.
• Martial Arts is one of the 5 genres accounting for 75% of group exercise attendance. While the genre share remains steady, BODYCOMBAT™ attendance sees steady growth.
• BODYCOMBAT™ has an average of 3.3 classes per week, with 19.2 people per class in Les Mills licenced clubs.
• Almost half (47%) of Les Mills licenced clubs already offer small group/team training, leverage the HIIT trend to build attendance.
• Les Mills licensed clubs are currently offering small group/team training sessions 4.2 times a week with average participation per session 15.2 people.
KEEPING THE NUMBERS GROWING
• Round 5 highlights successes as there has been an increase in BOTH Les Mills classes offered (i.e. timetable) and participation.
• Round 5 also highlights opportunities: areas of interest, growing genres/programs and trends to leverage.
WHAT DOES THIS MEAN FOR LES MILLS LICENSEES?
• Focus on the areas of club/consumer needs & interests • The need for participation and socialisation = group exercise and team
workouts • The growing genres and programs that effectively fulfil the needs
(Dance, Strength/Weights, Cycle, Core/Abs, Martial Arts) • The High Intensity Interval Trend, starting with clubs already offering
small group/team training = Les Mills GRIT™Series
• Continue to grow • Number of clubs offering Les Mills programs • Group exercise within those clubs
• Keep track of wins and leverage opportunities • Implement smarter tools to integrate into club financial software to track
attendance and cost per head (measurement/research tools to easily share insights)
WHAT DO WE NEED TO DO
PERFORMANCE FOR THE TOP CLUBS SURVEYED
Top performing Les Mills licensed clubs
12
Key Metrics For Top Clubs Based On Total Group Fitness Attendance(1)(2)
Notes: 1. Out of 1,041 Les Mills licensed clubs surveyed; 2. Global Average is based on weighted survey responses, data for top clubs is based on unweighted survey responses
GLOBAL AVERAGE
TOP 20 AVERAGE
TOP 50 AVERAGE
TOP 100
AVERAGE TOP 250
AVERAGE TOP 500
AVERAGE
TOTAL MEMBERS 1,218 12,264 9,150 7,599 5,959 4,400
TOTAL WEEKLY ATTENDANCES 1,333 12,861 10,369 8,743 6,795 5,080
GROUP EXERCISE WEEKLY ATTENDANCE 606 3,832 2,922 2,414 1,816 1,415
LES MILLS WEEKLY ATTENDANCE 240 2,015 1,474 1,113 761 594
GROUP EXERCISE WEEKLY CLASSES 37 230 148 115 82 63
LES MILLS WEEKLY CLASSES 14 60 51 41 30 25
AVERAGE WEEKLY CLASS ATTENDANCE 16.2 16.7 19.7 21.1 22.1 22.4
AVERAGE LES MILLS WEEKLY CLASS ATTENDANCE 16.9 33.4 29.1 27.2 25.1 23.6
WEEKLY ATTENDANCE PER MEMBER 1.1 1.0 1.1 1.2 1.1 1.2
13
Top Twenty Clubs Based On Total Group Fitness Attendance(1)(2)
Notes: 1. Out of 1,041 Les Mills clubs surveyed; (2) NA= data not available; (3) Small: Club <1,800m2/19,375ft2; Medium: Club up to 3,150m2/33,900ft2; Large: Club over > 3,150m2/33,900ft2
Ranking Club Name
Weekly Group Fitness
Attendances
GF Share of Total
Attendances Country Club Size(3)
1 LES MILLS AUCKLAND CITY 9,194 56% New Zealand Large
2 LAS VEGAS ATHLETIC CLUBS-WEST FLAMINGO 7,163 20% USA Large
3 LAS VEGAS ATHLETIC CLUB--GREEN VALLEY 6,360 25% USA Large
4 ANON_01073 5,738 NA France NA
5 LAS VEGAS ATHLETIC CLUBS--RAINBOW 4,034 15% USA Large
6 ANON_01346 3,672 NA USA NA
7 ANON_02079 3,648 NA USA NA
8 LES MILLS NEW LYNN 3,114 54% New Zealand Large
9 スポーツクラブOSSO南砂 3,107 71% Japan Large
10 24H FITNESS_00512 2,975 NA USA NA
Top performing Les Mills licensed clubs
14
Top Twenty Clubs Based On Total Group Fitness Attendance(1)(2)
Ranking Club Name
Weekly Group Fitness
Attendances
GF Share of Total
Attendances Country Club Size(3)
11 LES MILLS CHRISTCHURCH 2,948 62% New Zealand Large
12 LES MILLS BRITOMART 2,923 37% New Zealand Small
13 WATERLOO WEBER STREET 2,805 34% Canada Large
14 LES MILLS HUTT CITY 2,795 44% New Zealand Medium
15 24H FITNESS_00892 2,730 NA USA NA
16 ANON_01299 2,706 NA USA NA
17 ANON_01368 2,697 NA USA NA
18 LIIKUNTAKESKUS HUKKA 2,688 49% Finland Large
19= ANON_01322 2,668 NA USA NA
19= BURLINGTON MALL 2,668 34% Canada Large
Notes: 1. Out of 1,041 Les Mills clubs surveyed; (2) NA= data not available; (3) Small: Club <1,800m2/19,375ft2; Medium: Club up to 3,150m2/33,900ft2; Large: Club over > 3,150m2/33,900ft2
Top performing Les Mills licensed clubs
15
Top Genre Share of Group Exercise Attendance
Ranking Genre
Share of Group
Exercise Attendances
1 Strength / Weights 18%
2 Cycle/ Spinning 17%
3 Dance 17%
4 Mind & Body 13%
5 Martial Arts 7%
6 Core/Abs 6%
Notes:1. Out of 1,041 Les Mills clubs surveyed
Genre share of Group Exercise in Les Mills licensed clubs
KEY AGENT NUMBERS LES MILLS WEST COAST
Top Ten Clubs – Global and Agent’s Territory
Top Ten Global Performers(1) Top Ten Performers in Agent’s Territory(2)
CLUB NAME WEEKLY GROUP
FITNESS ATTENDANCE
LES MILLS AUCKLAND CITY 9194
LAS VEGAS ATHLETIC CLUBS-WEST FLAMINGO 7163
LAS VEGAS ATHLETIC CLUB--GREEN VALLEY 6360
ANON_01073 5738
LAS VEGAS ATHLETIC CLUBS--RAINBOW 4034
ANON_01346 3672
ANON_02079 3648
LES MILLS NEW LYNN 3114
スポーツクラブOSSO南砂 3107
24H FITNESS_00512 2975 Notes: (1) Total global sample size n = 1041
(2) Total territory sample size = 326
CLUB NAME WEEKLY GROUP
FITNESS ATTENDANCE
LAS VEGAS ATHLETIC CLUBS-WEST FLAMINGO 7163
LAS VEGAS ATHLETIC CLUB--GREEN VALLEY 6360
LAS VEGAS ATHLETIC CLUBS--RAINBOW 4034
ANON_01346 3672
24H FITNESS_00512 2975
24H FITNESS_00892 2730
ANON_01322 2668
ANON_01524 2502
24H FITNESS_00111 2458
24H FITNESS_00496 2436
Key Club Performance Metrics
Key Club Performance Metrics(1)
Territory Average Global Average
Group fitness visits as a % of total member visits
WEEKLY GROUP FITNESS ATTENDANCE
Territory Average Global Average
Average group fitness class attendance
CLASS ATTENDANCE
Territory Average Global Average
Number of visits per member per week
CLUB VISITS
Territory Average Global Average
Average member per square metre
CLUB CAPACITY
Notes: (1) Total global sample size n = 1041;
Total territory sample size = 326
16.2 NA 24.2
NA NA 1.1
37%
1.0
1 m² = 10.7639 ft²
Key Club Performance Metrics (Cont.)
Key Club Performance Metrics(1)
Territory Average Global Average
Average attendance per Les Mills Class
WEEKLY LES MILLS GROUP FITNESS ATTENDANCE
Territory Average
Les Mills group fitness visits as a % of total group fitness visits
WEEKLY LES MILLS GROUP FITNESS ATTENDANCE
Territory Average Global Average
Average number of Les Mills classes per week
LES MILLS CLASSES
Territory Average
Les Mills classes as % of total group fitness classes
LES MILLS CLASSES
Global Average
Global Average
16.9 25.2
14 9
40% 21%
38% 20%
Notes: (1) Total global sample size n = 1041;
Total territory sample size = 326
Key Metrics For Top Clubs Based On Total Group Fitness Attendance(1)(2)
Notes: 1. Out of 1,041 Les Mills licensed clubs surveyed; 2. Global Average is based on weighted survey responses, data for top clubs is based on unweighted survey responses
GLOBAL AVERAGE GLOBAL
TOP 250 AVERAGE WEST COAST
TOP 250 AVERAGE
TOTAL MEMBERS 1,218 5,959 ---
TOTAL WEEKLY ATTENDANCES 1,333 6,795 ---
GROUP EXERCISE WEEKLY ATTENDANCE 606 1,816 1,249
LES MILLS WEEKLY ATTENDANCE 240 761 259
GROUP EXERCISE WEEKLY CLASSES 37 82 51
LES MILLS WEEKLY CLASSES 14 30 10
AVERAGE WEEKLY CLASS ATTENDANCE 16.2 22.1 24.5
AVERAGE LES MILLS WEEKLY CLASS ATTENDANCE 16.9 25.1 25.9
WEEKLY ATTENDANCE PER MEMBER 1.1 1.1 ---
Key Club Performance Metrics (Cont.)
“---” = Insufficient data