Rückgrat

Laura Boll  (Head Of Group Fitness Management)

Tilmann Bührer (Geschäftsleitung Administrativ)

What makes your studios stand out?

We currently have 20 clubs with classrooms, which are split into three brands - Rückgrat (x5), Verso (x2) and Fitnessloft (x13). They differ in their target group, the integrated offer, the price structure and the equipment. At our Fitnesslofts we have, for example, a more affordable price structure, so that the best fitness experience is also available to younger individuals.

Our premium clubs have a particular unique selling point. These studios are more than just a training site for our members. In this instance, I'm thinking about the members who come for "just" the sauna or a coffee before work. Within all the clubs, we place a lot of value on personal, human-to-human contact. People come (particularly to classes) to connect both with one another and also with the trainers. 

We generally have a vast provision of classes with a total of 705 classes/week, of which around 21 % are Les Mills classes.

How long have you been providing the Les Mills classes and how are the member check-ins distributed across the classes?

We started in 2012 with BODYPUMP, which following BODYCOMBAT and BODYBALANCE is still the favourite programme across our studios. The Les Mills classes, particularly in the Fitnesslofts, are always full, particularly with younger participants. Overall, up to 37 % of our check-ins are for group training. As a result of our in-house training, we have not only been able to train our instructors quickly, but we have also been able to gain previous members as new instructors.

Which trends are at the forefront for our members and how do you react to them?

In relation to the class range, people are clearly more interested in strength training. We are able to offer BODYPUMP everywhere, endurance formats like BODYATTACK or LES MILLS GRIT are targetedly used in the studios where demand is high. Within the premium sector, we have seen an increasing interest in Body & Mind classes, like Yoga and Pilates. Even our aqua and dance provision is gaining popularity.

The younger target group is clearly harder to captivate in terms of classes or "simply trying it out". We are therefore working a lot with class recommendations in 1:1 support, social media marketing and release events with express formats. In addition to this, we are currently trying out the LES MILLS SHAPES Limited Edition Programme.  The programme runs 3x per week and is really well received. It is also regularly promoted by the trainers, who are themselves employees. The sliders are also a real hit with the class participants. 

What persuaded you to modernise your current studio? 

Good experience within the already-equipped clubs led to other studios following suit with new mats or SMARTBANDs. Members need to see what they are paying for, particularly in our premium sector. 

How has SMART TECH improved group training for you and your members? 

It is really simple to use, which makes a quick changeover possible, for example in a BODYPUMP class. You don't even need to entertain the idea of storage - it couldn't be better, particularly the SMARTSTEPs, which we have been using for about a year in two studios. It is possible to see a big difference in the SMARTBANDs, which are a complete game-changer in LES MILLS CORE. 

What was the feedback like from members? 

SMART TECH equipment is received well by all members. I would even go so far as to say that members of premium clubs (who are automatically able to use the Lofts) prefer the classes at other studios due to the equipment.

Since we have been using the SMARTBAND in LES MILLS CORE, we have seen a great development in member training. They have a much nicer experience and are able to perform with better technique. They notice the difference and even ask for it in the other clubs where we have not yet introduced it.

How did your instructors react to the new equipment?

The instructors naturally prefer the SMART TECH equipment, which is being used in the filming of the new release. They can better present their technique and would particularly like having the SMARTBAND in LES MILLS CORE in the other studios.