Founder Philip Mills will take a larger role in running the company as Les Mills rolls out new in-club workouts and live events
Les Mills revamps its leadership team with founder Philip Mills at the forefront as the international fitness brand plans new strategies to enhance its in-club experience, new workout classes and live fitness events Did.
The leadership change follows the departure of Les Mills CEO Clive Ormerod, who stepped down from his role in November last year to spend time with his family before embarking on a new opportunity. Then he announced.
“We now have myself as Group Managing Director, James Graham as Global Markets CEO, and a clear plan to get back to what we do best: driving the success of our clubs and instructors. We have a new leadership team in place with , he took over the management of the company upon Mr. Ormerod’s retirement. Keith Barnett, CEO of his fitness brand’s global markets, also left Les Mills to start his own business.
The return of live fitness
“We have relied on digital products to support our club partners throughout the pandemic, and now we are doubling down on live fitness experiences to accelerate the next phase of industry growth,” Mills said. Ta.
Mills noted that even though the worst of the pandemic has passed in the industry, over the past few years clubs have been forced to cut costs and raise prices to return to profitability.
“Members aren’t stupid, they realize that, so to get our members back to growth we need to improve the experience within the club,” he continued. “To support this, we have developed a completely new generation of workout experiences that are being tested in New Zealand clubs and started launching last year.”
Les Mills Live has worked with Adidas to develop a list of nine tour destinations for 2024, kicking off with a training festival in Brisbane next month.
A series of new workouts
In addition to the launch of new classes this year, Les Mills will enhance the in-club experience with fresh programs such as Functional Strength, Les Mills Dance, and Shapes and Strength Development. ” Announcing the strategy. The fitness brand plans to launch three to four additional programs this year, including two new club-in-club programs, Ceremony and Conquer.
Les Mills’ management team also includes Martin Franklin, CEO of the UK and Western Europe, Lena Holmberg, CEO of Northern Europe and Eastern Europe, and Sean Turner, CEO of the United States.
While Les Mills is certainly taking steps to promote fitness experiences in clubs and at live events, the brand is also making strides in the Metaverse, with the Les Mills XR Body Combat for MetaQuest 3 and most recently the Les Mills XR Dance is on sale.
