Les Mills has unveiled pioneering new programming to help clubs attract and engage the next generation of members.

LES MILLS Strength Development is an innovative approach to group training designed to meet Gen Z demand for highly-motivating fitness experiences that bring results, strength and empowerment.

Gen Z and Millennials now make up over 80% of all gymgoers, yet many operators still struggle to engage their younger members with group workouts that keep them committed to their club.

With strength training recently crowned the world’s most popular workout, Strength Development progresses through the three key protocols of this red-hot training style, helping participants achieve strength gains, increased power, and enhanced athleticism.

“Strength Development is all about empowering people to become stronger, build confidence and master technique,” says Erin Maw, Program Director of Strength Development and Les Mills GRIT™.

“We designed it specifically to meet the needs of Gen Z, bringing them a bang-on-trend workout that delivers results while celebrating the social experience of group training in a club setting.

“Les Mills has a rich heritage of inspiring each new generation with life-changing fitness experiences. Through Strength Development, we’re innovating once more to redefine fitness for the next generation of club members.”

Powered by science, Strength Development has been refined through extensive global trials spanning the Les Mills Living Lab in New Zealand and Village Gyms across the UK.

The 12-week Village Gyms pilot found:

  • 95% of participants would continue attending Strength Development classes
  • 96% of participants would recommend Strength Development to someone else
  • 98% of participants were satisfied with the quality of Instruction they received
  • 100% of Instructors were likely to continue teaching Strength Development

Ben Edwards, National Health & Fitness Manager for Village Gyms, said: “The process from induction to launch of Strength Development was smooth and seamless, while the results were really impressive.

“We achieved a 95% average occupancy at our best-performing club, despite trying out some unusual time slots. There’s nothing like Strength Development on the market right now – it’s a great way to attract Gen Z with a red-hot trend.

“We’re excited to continue our rollout and we see Strength Development as an opportunity to attract rockstar Instructors who can pull in the crowds and have a transformative impact on results.”

Les Mills has developed Strength Development with a new model that makes it quicker for clubs to launch and easier to adapt to the needs of their timetable. The full-service solution comes with everything clubs need to start winning younger members, including 12 x 45-minute progressive workouts, Instructor Training, the latest music, and full marketing support.

The program will be followed by further Gen Z-focused workouts – currently being refined in the Les Mills Living Lab – due to roll out during 2023 and beyond.


The information contained in this article is for educational and informational purposes only and is not intended as a health advice. We would ask you to consult a qualified professional or medical expert to gain additional knowledge before you choose to consume any product or perform any exercise.


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