Keilor East Leisure Centre engages members with both live and virtual Les Mills programs

Keilor East Leisure Centre opened in metropolitan Melbourne in October 2021 after COVID lockdowns lifted in Victoria, and now has more than 5,000 members of all ages and fitness levels with its group fitness offerings including 11 different live Les Mills classes and five Les Mills Virtual programs.

Penny Palman, Venue Manager, says the inclusivity of Les Mills programs ensures workouts can be tailored to fit many different fitness levels and abilities.

Palman notes that with people getting back into fitness after so many lockdowns in Melbourne “it was great to utilise Les Mills’ Smart Start program which is designed to onboard new members in a way that will maximise their likelihood of retaining a long-term membership.

“We also have our Instructor team offering lots of options to make people feel comfortable and successful in each and every class.”

For new joiners, the centre’s Guest Experience team prescribe fitness solutions for them, which include at least one Les Mills class a week.

Palman adds “we also run ‘come and try it’ days in line with our Quarterly launches, where we invite members to try all the classes on offer; and often this results in them becoming regulars. A great example of this is BODYBALANCE®. We had several men come and try the program and at the start were a little hesitant; however, at the end of the class they were all converts and now attend one or two classes regularly. They comment and how much quicker their recovery is since incorporating BODYBALANCE into their weekly routine.” 

BODYPUMP®, BODYBALANCE® and BODYCOMBAT® are the most popular Les Mills programs at Keilor East Leisure Centre, but Palman says it’s not only the programs that help to attract and retain their members “at the end of the day, the Instructors who are trained in these programs make or break a class. We hire rockstar Instructors who generate a following and whom members absolutely adore. This, combined with fantastic Releases [workouts], equals packed classes!”

Lucy H is a member and die-hard Les Mills fan who shared “Keilor East Leisure Centre has the best classes and Instructors in our area! They do the best songs, they are always really motivating, and keep it fun. I enjoy the Les Mills launches we do every few months, they are so good!”

With the average fitness studio sitting empty for 50 to 80% of the day, LES MILLS® Virtual enables clubs to offer scheduled and on-demand workouts in a group fitness studio.

Ryan Hogan, Chief Executive Les Mills Asia Pacific explains “running LES MILLS Virtual classes in off-peak times brings group fitness to entirely new markets, such as shift-workers and parents. PLUS, an in-studio Virtual offering means you’ll never have to cancel a class or find a cover Instructor, and your Instructors won’t have to work through injury or illness anymore.

“When offered in conjunction with live Les Mills classes, LES MILLS Virtual is an ideal way to expand your current timetable and optimise your studio space.”

Since opening, Keilor East Leisure Centre has offered LES MILLS® Virtual, which enables workouts such as BODYPUMP®, BODYBALANCE®, SH'BAM®, LES MILLS CORE® and BODYCOMBAT® to be available on-demand for members and included as part of their GX timetable even when Instructors are unavailable.

Palman continues “most members are used to working in front of screens now, so the decision to include Virtual was a flow-on from that; as well as having the ability to offer more classes in the off-peak time. It’s proven to be very successful.

“We include Virtual as part of our induction process, so members understand how to use it and they absolutely do. It’s a fantastic way for us to put classes on at less popular time slots, and also offer an on-demand service where members can come in and choose to put on a class that suits them. For example, Julie T is a member and a mum and she has said, ‘I love having the option to come in during the day. If I miss my morning PUMP, I can pop it on the screen! It keeps me motivated to do my daily workout as I have that option’.

“Members love the centre’s Virtual system for its convenience. We have been very clear with our Instructor team that Virtual classes are only on until the numbers are big enough to justify making it a live class; which has happened several times – so our Virtual classes are never taking any classes away from live Instructors. We have actually converted several classes from Virtual to live, based on popularity.

“Virtual is also fantastic on the odd occasion when an Instructor can’t make it – it gives us the option to play a Virtual class, so the members can stay and get a workout. In days gone by, we would have unfortunately had to send them home or down to the gym to fend for themselves! Using our Virtual for last-minute covers is very well received by members. We normally call all the members to let them know about the change, and we found about 75% still attend the class. Instructors also feel good that their members are getting a workout. It doesn’t happen often, but there’s nothing worse than being stuck in traffic and not being able to get to class and then stressing out about the members waiting in the studio for you.”

Palman highlights that BODYBALANCE and BODYCOMBAT® are highly popular Virtual classes at Keilor East Leisure Centre, noting “I think many members enjoy the great cardio hit from Combat and obviously BODYBALANCE is a wonderful workout at any time of the day, and has so many positive benefits for all ages.”

While some clubs use LES MILLS Virtual to cover periods when Instructor shortages are more likely such as during Christmas, New Year and Easter holidays, Palman shares “Sometimes we do put Virtual classes on to flesh out our holiday timetable, but we also always have live instructors teaching. It’s really important to me that we have a live offering as Virtual isn’t the go-to, it’s there to enhance!”

In terms of the return on investment for LES MILLS Virtual, Penny adds, “I highly recommend getting Virtual into your studios. The Les Mills system is by far the most seamless and easy to use. It’s important to not flood your timetable with Virtual classes though; your live classes should be the sessions that are singing out to your members. I think if you find the right balance, Virtual is a great way to grow your group fitness timetable.

“I believe, having Les Mills at our venue helps our members feel confident in the programs we offer because Les Mills has such a strong reputation and brand awareness. The fact that Instructors are constantly upskilling with new choreography every three months also gives us a higher Instructor quality, which translates to greater member enjoyment and attendance.”

To find out how LES MILLS Virtual and a partnership with Les Mill Asia Pacific can help your club or facility gain a competitive edge contact your local Business Partnership Manager in Australia or Southeast Asia.

More on Les Mills’ Smart Start program