Fitness First expands Les Mills partnership

Justin Musgrove, CEO of Fitness First UK, has made another strategic move by introducing three new Les Mills Limited Edition Collection programs across 13 of the company's health clubs.

"Fitness First has been a long-term partner with Les Mills," Musgrove stated. "We are excited to adopt the latest class innovations, ensuring our members get the best in group exercise."

The new programs—Les Mills Shapes, Les Mills Strength Development, and Les Mills Functional Strength—offer science-backed workouts focused on strength and sculpting.

• Strength Development builds strength in phases using principles from strength and conditioning science.
  
  
• Functional Strength is inspired by sports conditioning and performance training, delivering a challenging workout.
  
  
• Shapes combines elements of Pilates, barre, and power yoga for a trendy workout experience.
  
  

To celebrate these new additions, Fitness First Cottons in London hosted a launch event featuring Les Mills international trainers and presenters Anthony Oxford, Jordan McCulloch, Julia Kidze, and Nasreen Merouane.

Under Musgrove's leadership, Fitness First is undergoing a revival following a restructure last June, which saved the chain from liquidation.

Founded by Mike Balfour in 1993, Fitness First was once the UK’s largest gym chain, boasting 360 clubs worldwide at its peak.

By July 2023, it had reduced to 36 locations in the UK. In Germany, it remains a successful part of the Life Fit Group, and the brand continues to operate in some regions of APAC.

Musgrove became CEO of Fitness First UK in Q3 of last year after returning from the Middle East, where he had served as CEO of Leejam, Kun Investment Holdings, and Core Life.

Before that, he managed a £50 million refresh at Bannatyne.

Earlier this year, he announced an exclusive partnership with Keiser to supply M3i Studio indoor cycling bikes across all its locations.

Indoor cycling holds its own category within Fitness First’s group exercise offering, alongside cardio, strength, fight, and mind-body, accounting for 21% of group exercise bookings.

Addressing reports of a decline in indoor cycling participation, Musgrove explained, “While we are seeing a slight decrease in bookings, it’s not necessarily due to a lack of interest in cycle classes overall.

Our members and guests are more educated now and understand the wide variety of cycle classes available, so they expect more.”

He added, “We understand that our members seek variety—shorter and longer durations, interval-based classes, set structures, freestyle formats, visual support, performance metrics, and ‘party on a bike,’ among others.”

“We have also identified a growing demand for data-driven classes that track performance, provide real-time feedback, and offer progress analysis.

Educating members about the benefits of data-driven training is enhancing fitness outcomes and member retention.”

Justin Musgrove is scheduled to be a keynote speaker at the HCM Summit on October 24 at London's QEII Centre.

Source: leisureopportunities

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