1. Natalie Baker and Stephanie McKenzie December 2007 – January 2008
Understanding the strength of the Les Mills Global Brand FINAL PRESENTATION
Natalie Baker and Stephanie McKenzie
December 2007 – January 2008

2. Method and Respondent Sample
Online survey methodology. Survey period December 2007 – January 2008.
invitations were sent out to respondents via Les Mills agents in each of the respective markets. Total number of respondents per market include –
Global sample size, n=3080.
Note, this sampling method means respondents attend fitness centers that offer Les Mills programs. As such, all respondents have had the opportunity to be exposed to the Les Mills brand prior to the research.
Results are weighted to the general population -specific to each market.
Understanding the Strength of the Les Mills Global Brand

3. More than half report unprompted awareness of either the Les Mills brand or Les Mills group fitness. Bodysystems is also top of mind for 17% of respondents when they think about group fitness classes.
Q8 When you think of group fitness classes, which brand first comes to mind?
Base: Only those respondents who participate in group fitness n=2619
Understanding the Strength of the Les Mills Global Brand

4. Germany, Australia and Netherlands show strong unprompted awareness of Les Mills
Q8 When you think of group fitness classes, which brand first comes to mind?
Base: Only respondents who participate in group fitness n=2619
Understanding the Strength of the Les Mills Global Brand

5. Prompted brand awareness is strong – 81% are aware of Les Mills when asked
Q12 Before today, were you aware of Les Mills?
Base: All respondents n=3080
Understanding the Strength of the Les Mills Global Brand

6. Q12 Before today, were you aware of Les Mills?
High awareness (69%) for Les Mills amongst those who are non Les Mills participants
Q12 Before today, were you aware of Les Mills?
Note: Les Mills participants based on those that have participated in Les Mills group fitness in past 2 weeks n=2491
Understanding the Strength of the Les Mills Global Brand

7. Respondents most strongly associate the Les Mills Brand with being ‘good for everybody’ and ‘challenging’
Base: All respondents n=3080
Mean strength of association on a 5-point scale where: 1 = Do not at all associate strongly with Les Mills; 5 = Very strongly associate with Les Mills
Understanding the Strength of the Les Mills Global Brand

8. Across all markets, there is strong association of Les Mills brand with ‘good for everybody’, ‘Challenging’ and ‘Energetic’
Q31 Please indicate how strongly you associate each of these statements with Les Mills.
Base: All respondents n=3080.
Note: Belgium not included due to small sample size
Understanding the Strength of the Les Mills Global Brand

9. Les Mills group fitness shows strongest association with encouraging respondents to feel they are “doing something good for myself”
Perception of Les Mills group fitness programs brand associations (%)*
*Q30 Please think about Les Mills group fitness programs and tell us whether you think the statements are true or untrue
Base: All respondents n=3080
Understanding the Strength of the Les Mills Global Brand

10. Of all Les Mills group fitness programs, awareness of BODYPUMP™ is strongest at 94%
Q13 Which of the following fitness classes or programs are you aware of? (%) %
BODYPUMP™
BODY-COMBAT™
BODYBALANCE™/
BODYFLOW™
BODYSTEP™
RMP™
BODYJAM™
BODYATTACK™
BODYVIVE™
Other
Base: All respondents n=3080
Understanding the Strength of the Les Mills Global Brand

11. Both Les Mills Participants and non Les Mills Participants have strong awareness of BODYPUMP™
Q13 Which of the following fitness classes or programs are you aware of? (%)
Note: Les Mills participants based on those that have participated in Les Mills group fitness in past 2 weeks n=2491
Understanding the Strength of the Les Mills Global Brand

12. Strongest participation Les Mills group fitness program, BODYPUMP™ at 88%
Q14 Have you ever participated in any of the following Les Mills group fitness programs?(%)
BODYPUMP™
BODY-COMBAT™
BODYBALANCE™/
BODYFLOW™
BODYSTEP™
RMP™
BODYATTACK™
BODYJAM™
BODYVIVE™
None
Base: Only those that participate in group fitness programs n=2595
Understanding the Strength of the Les Mills Global Brand

13. ‘Heavy’ gym attendees are more likely than all others to have ever participated in Les Mills group fitness programs
Participation in Les Mills group fitness programs by level of gym attendance (%)
Indicates significant increase compared to total
Indicates significant decrease compared to total
Base: Only those that participate in group fitness programs n=2595
Note: Significant difference at 95% level of confidence
Understanding the Strength of the Les Mills Global Brand

14. The greatest share (27%) report attending their club 5-6 times per week. One quarter (24%) attend 3 times weekly. Similarly, one quarter attend Les Mills group fitness programs 3 times weekly. Of those that attend their club at least once per week, the average rate of club attendance is 4.4. Overall, on average global participants attend 3.4 Les Mills classes at their health club per week
How often do you visit your club for a workout?
2007
How regularly do you visit to specifically participate
in a Les Mills group fitness program?
2007
Base: All respondents 2007 (n=3080);
Base: (n=2491),
Understanding the Strength of the Les Mills Global Brand

15. Non Les Mills participants have greater interest in participating in BODYPUMP, BODYBALANCE, RPM and BODYVIVE compared with Les Mills participants
Q24 How interested are you in participating in the following Les Mills group fitness programs? (%)
Base: Top 2 box on a 5 point interest scale
Note: Les Mills participants based on those that have participated in Les Mills group fitness in past 2 weeks n=2491
Understanding the Strength of the Les Mills Global Brand

16. Level of interest in participating in Les Mills group fitness programs by those who have not participated in Les Mills group fitness programs in the past two weeks
Note: Interest is based on top two box on a 5 point interest scale
Participation: Those that have not participated during the last 2 weeks but are aware of the program
Understanding the Strength of the Les Mills Global Brand

17. The nature of Les Mills group fitness class is the key driver of participation (79%) followed by the instructor’s ability (69%) and the class time (64%)
Q7 How important are the following factors in influencing your decision as to which group fitness program to attend? (%)
Base: All respondents n=2619
Understanding the Strength of the Les Mills Global Brand

18. Q17 How satisfied are you with Les Mills group fitness programs? (%)
78% of participants are highly satisfied with BODYBALANCE™/BODYFLOW™ and BODYPUMP™; 58% of respondents are highly satisfied with BODYVIVE™
Q17 How satisfied are you with Les Mills group fitness programs? (%)
BODYBALANCE™/
BODYFLOW™
BODYPUMP™
BODYATTACK™
BODYCOMBAT™
BODYJAM™
BODYSTEP™
RMP™
BODYVIVE™
Base: those that participated in Les Mills group fitness programs in the last 2 weeks n=2491
Understanding the Strength of the Les Mills Global Brand

19. Satisfaction with Les Mills group fitness programs is higher amongst those who report heavy gym attendance
Satisfaction with Les Mills group fitness programs by level of gym attendance (%)
Base: those that participated in Les Mills group fitness programs in the last 2 weeks n=2491
Understanding the Strength of the Les Mills Global Brand

20. Satisfaction with Les Mills group fitness programs – verbatim feedback
“What specifically about Les Mills group fitness programs are you satisfied with?”
“Overall the music and the choreography but more importantly the way the Instructor delivers it!” (Australia)
“What specifically about Les Mills group fitness are you satisfied with?”
“The music, nice and arousing, good choreography, enjoyable exercises, the instructors provide lots of motivation…you find yourself pushing yourself really hard for a whole hour with a group of people around you…if that's not motivation, what is?!”
(Netherlands)
“The choreography of the moves, the music, the total atmosphere, the skill of the instructors. The high & low levels taught that makes it comfortable for ALL skill levels and ages to participate!”
(USA)
“Music, exercises, motivation of the group” (Belgium)
Understanding the Strength of the Les Mills Global Brand

21. Nearly all (99%) current Les Mills participants in Germany are likely to continue participating in Les Mills programs
Q22 Over the next 12 months, how likely are you to continue participating in any Les Mills group fitness programs? (%) %
Top 2 box on a 5-point scale = Very likely + likely
Base: Those that have participated in group fitness programs in the past two weeks n=2491
Understanding the Strength of the Les Mills Global Brand

22. Participants in Germany are most likely to recommend Les Mills group fitness programs
Q23 And how likely would you be to recommend Les Mills group fitness programs to others? (%)
Base: Those that have participated in Les Mills group fitness programs in the past two weeks n=2491
Understanding the Strength of the Les Mills Global Brand

23. Heavy gym attendees are more likely to recommend Les Mills group fitness programs (85% “very likely”)
Likelihood to recommend Les Mills group fitness programs by gym attendance
Indicates significant increase compared to total
Indicates significant decrease compared to total
Base: Those that have participated in Les Mills group fitness programs in the past two weeks n=2491
Note: Significant difference at the 95% level of confidence
Understanding the Strength of the Les Mills Global Brand

24. The majority of respondents ‘at least agree’ that they would consider changing clubs if their club stopped running Les Mills group fitness programs
Q25 “I would consider changing clubs if my club stopped running Les Mills group fitness programs”
USA
Global
Base: Club Members: USA survey respondents 2006 (n=1002); Global survey respondents 2007 (n=2619)
NOTE: **Sample populations not directly comparable. Comparisons should be considered indicative only.**
Understanding the Strength of the Les Mills Global Brand

25. Les Mills is communicating well with respondents – the large majority (71%) feel they are kept well informed of Les Mills’ program news
Q26 “Do you feel you are kept well informed of Les Mills’ program news?”
Base: All those that participate in group fitness n=2619
Understanding the Strength of the Les Mills Global Brand

26. Strong attendance at quarterly launches of new Les Mills group fitness classes
Q27 “Do you attend the quarterly re-launches of new Les Mills group fitness classes?”
Base: All those that participate in group fitness n=2619
Understanding the Strength of the Les Mills Global Brand

27. Brazil and Germany have the highest attendance at the quarterly re-launches of new Les Mills group fitness classes
Q27 “Do you attend the quarterly re-launches of new Les Mills group fitness classes?”
Base: All those that participate in group fitness n=2619
Understanding the Strength of the Les Mills Global Brand

28. Verbatim responses – what other types of programs would you like to see offered by Les Mills?
“A program that's focused on kids” (Brazil)
“A program for children!” (Switzerland)
“'A program with Brazilian rhythms, rhythms that are more Latin like sambas, …this is something that would encourage more men to go to the classes”
(Brazil)
“Specific classes for children, people with physical handicaps, very obese people. Classes in a swimming pool for example”
(Netherlands)
“‘A program along the lines of BODYBALANCE but which emphasizes yoga or tai chi” (France)
Understanding the Strength of the Les Mills Global Brand

29. Respondents are most interested in receiving nutritional advice (72%) and health related advice (68%) from Les Mills
Top ten offerings participants are interested in receiving from Les Mills (%)
Q32 How interested would you be in the following from Les Mills if your health club/fitness centre offered them? %
Top 2 box on a 5-point interest scale
Base: All respondents n=3080
Understanding the Strength of the Les Mills Global Brand

30. Key points and Moving Forward
Highest levels of satisfaction with BODYBALANCE™/BODYFLOW™ and BODYPUMP™. Address lower levels of satisfaction with BODYVIVE™.
Some Programs delivering strongly with high participation and satisfaction e.g. BODYPUMP™. Opportunity to drive participation in highly satisfying programs such as BODYATTACK™ and BODYBALANCE™/BODYFLOW™ where there is also high interest
Positively, the majority of Les Mills Group Fitness participants report intention to continue participating and high likelihood to recommend
In terms of Les Mills additional offerings, there are opportunities to:
Introduce new programs targeting children and/or those with physical handicaps
Increase offerings of service e.g. providing nutrition/health advice
Introduce Les Mills clothing in markets where there is strong brand loyalty e.g. Germany and where there is high satisfaction e.g. Brazil
Understanding the Strength of the Les Mills Global Brand