Les Mills is expanding its digital operations by replacing its existing on-demand services with the launch of a new platform that adds live workouts to the mix.
The new Les Mills+ platform will take the place of Les Mills On Demand (LMOD) and will be marketed as an omnichannel fitness channel which bridges the gap between digital and live workouts.
In addition to a library of 1,000+ on-demand workouts, Les Mills+ will feature a class-finding functionality that connects users to live workouts in their local area and personalised workout dashboards and tracking technology.
It will also offer tailored user journeys, including starter guides, challenges, and workout plans.
There is also enhanced wellness content covering nutrition, stretching, recovery, mindfulness, and breathwork.
Les Mills said the move is a reaction to the ongoing boom in digital fitness, which looks set to continue even as health clubs and gyms have reopened.
The company referenced its own Global Consumer Report, which suggested that the majority of exercisers now favour a 60:40 split between gym and home workouts.
Les Mills said the LMOD platform had seen a 900 per cent increase in downloads in 2020 alone.
“We’re entering the age of omnichannel fitness, with research showing the majority of consumers worldwide want a 60:40 split between in-studio and digital workouts,” said Les Mills CEO Clive Ormerod.
“With consumers keen to blend live and digital experiences in pursuit of better overall wellbeing, we’ve created Les Mills+ to put world-class gym workouts in the palm of users' hands and help them augment them with incredible live experiences.
“Les Mills+ transports you into the middle of the greatest group workouts on the planet – from anywhere.
"Our fitness masterclasses are powered by science to maximise results, crafted to incredible music and presented by some of the world’s leading instructors, to motivate you and transform your body, mind, and life.”
Existing LMOD users can access both LMOD and the new Les Mills+, app and website platforms, with their existing log-in details.
