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TECH

Virtual can offer a greater range of workout options throughout the day

Research shows there’s a 12 per cent average increase in attendance at live classes when virtual is available and 75 per cent of virtual users also attend live classes

WENDY COULSON CEO UK & Ireland Supplier: Les Mills Product: Les Mills Virtual

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es Mills Virtual allows clubs to offer convenient, accessible workouts for time poor members and exercise newbies at off-peak times. Our research shows that three in five members are influenced to join a club based on the number of exercise classes available. This is where virtual really shines, allowing clubs to maximise studio space and provide high-quality service throughout the day. Timetables with both virtual and live classes ensure members can find a class that suits their schedule. Research shows there’s a 12 per cent average increase in attendance at live classes when virtual is available and 75 per cent of virtual users also attend live classes. We suspect that this is because virtual helps people overcome the initial intimidation they feel by being new in an exercise class. Having the option to attend virtual classes has a positive impact on the number of times people work out each week and how long they stay as club members.

What are the biggest trends in virtual fitness? As technology evolves, and more virtual features become available, members’ expectations increase. To answer this demand, we’ve developed an immersive cycling experience called The Trip, which combines a 40-minute multi-peak cycling workout with a journey through digitally-created worlds, inspired by cinema, live concert experiences and interactive gaming. Clubs have the option to run The Trip as a virtual class with a voiceover, as well as a live class with an instructor. It’s been shown that immersive experiences like this increase satisfaction and decrease the rate of perceived exertion for new exercisers, meaning they find the intensity of exercise more sustainable and easier – even if it isn’t. Why should operators choose you? Empty studios are a drain on ROI, especially for cycle studios. The average studio is idle for 50-80 per cent of the day and can mean up to £120,000 per year in lost revenue. Virtual helps maximise studio assets and lighten the load on peak periods. Considering 40 per cent of people say they’ll join a club when virtual is on offer, it can make an immediate impact. Les Mills Virtual builds on the fresh music, scientifically proven workouts and trained instructors that make our live classes so widely loved. ©Cybertrek 2019 healthclubmanagement.co.uk May 2019

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Profile for Leisure Media

Health Club Management May 2019  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.

Health Club Management May 2019  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.