Fitness First ramps up Les Mills partnership

Justin Musgrove, CEO of Fitness First UK, has made another tactical move, launching three Les Mills Limited Edition Collection programmes across 13 of the company's health clubs.

“Fitness First is a long-term partner of Les Mills," said Musgrove. "We're proudly adopting the latest class innovations, enabling us to provide Fitness First members with the very best in group exercise.”

The three new programmes – Les Mills Shapes, Les Mills Strength Development and Les Mills Functional Strength – make up a suite of science-backed, strength and sculpt workouts.

Strength Development builds strength in phases based on strength and conditioning science; Functional Strength draws inspiration from sports conditioning and performance training to create a challenging strength workout and Shapes blends Pilates, barre and power yoga for an on-trend workout.

To mark the new class additions onto Fitness First timetables, the team at Fitness First Cottons in London hosted a launch event with Les Mills international trainer and presenters, Anthony Oxford, Jordan McCulloch, Julia Kidze and Nasreen Merouane.

With Musgrove, at the helm, Fitness First is rebuilding following a restructure last June after a court case saved the chain from liquidation.

Founded by Mike Balfour in 1993, Fitness First was once the UK’s largest chain and, at its height, had 360 clubs around the world. By July 2023 it was down to 36 sites in the UK. In Germany, it is still a successful part of the Life Fit Group, while the brand also continues in some parts of APAC.

Musgrove took over as CEO at Fitness First UK in Q3 last year, having just returned from the Middle East, where he was CEO of Leejam, Kun Investment Holdings and Core Life. Prior to this, he oversaw 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. Cycling has its own categorisation within Fitness First’s group exercise proposition – alongside cardio, strength, fight and mind-body – and accounts for 21 per cent of group exercise bookings.

Responding to reports that indoor cycling numbers are in decline, Musgrove says: “Although we’re experiencing a slight decline in bookings, I wouldn’t necessarily put that down to cycle class interest across the board. Members and guests are so much more educated now and understand the vast variety of cycle classes available and expect more.

“We recognise that members require variety – shorter duration, longer duration, interval-based, set structures, freestyle structures, visual support, performance metrics and ‘party on a bike’, to name but a few.

“We’ve also noticed a desire for more data-driven classes: tracking performance, real-time feedback and progress analysis. Hosting sessions to educate members about the value of data driven training is improving fitness outcomes and retaining members.”

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

Find out more about the event and speaker lineup and book your ticket here to take advantage of the limited super earlybird rate.