Evolution Wellness looks to Les Mills content to aid member engagement

January 27, 2022

Leading Asian fitness and health group Evolution Wellness has paired with Les Mills Asia Pacific to enhance its existing digital platform with the addition of content from the global group fitness innovator.

With clubs facing the challenges of the last two years, Evolution Wellness was seeking to adapt and innovate to cater to the emerging trends in ‘hybrid’ workout behaviour.

Evolution Wellness Director of Growth and Innovation at Evolution Wellness, Nad Myan explains “Les Mills Content gives our members access to 100+ Les Mills workouts, which are hosted on the Celebrity Fitness and Fitness First websites and mobile apps respectively.

“Some of our clubs have enjoyed a partnership with Les Mills Asia Pacific for more than 20 years, so we are excited to include Les Mills Content on our Virtual Studio platform, both of which were specifically developed to suit the new post-pandemic needs of members.”

Established in 2017, Evolution Wellness offers a a diverse portfolio of complementary wellness brands spanning a spectrum of fitness offerings from ‘high value low price’ gyms to leading brands Celebrity Fitness and Fitness First, as well as a premium boutique gym brand FIRE Fit,

Pre-COVID-19, 85% of gym members were already training at home and research by Les Mills in 2021 suggested that today’s health club members blend their in-club workouts with at-home training at a ratio of 60:40.

Les Mills Asia Pacific’s Chief Executive, Ryan Hogan notes “Les Mills Content means members can enjoy the classes they love doing in the club, at home.

“And with the Recorded Live-Stream option, they can even access a video library of their favourite Instructors delivering their favourite classes. All of this helps to ensure these members remain in the brand’s own native ecosystem which, in turn, reduces the likelihood of them turning to competitors for at-home workout options.”

Myan added "in the creation of our Virtual Studio offering, it was essential to develop an integrated solution for our members that provided the broadest range of high-quality content from our own instructors in addition to other providers. Ensuring that Les Mills was part of this proposition was key to driving our model of success given the familiarity of programming across all our brands, in every market.

“We’re excited to support the rollout across the Evolution Wellness portfolio of clubs.

“Because Les Mills Content is designed to complement the existing in-club offering through the creation of meaningful digital and in-person connection with members.”

Images: Les Mills content (top), Nad Myan (middle) and Ryan Hogan (below).

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