BRING THE BOUTIQUE EXPERIENCE TO YOUR GYM

Niklas, can you tell us a bit about your role at Nordic Wellness? What does your day-to-day look like?
Of course! In my role as a Group Fitness Coordinator, I’m part of a team of clubs and club managers forming a district. My role within the district, which includes around 17 clubs, is to ensure that group fitness runs smoothly. My main responsibilities include recruiting new instructors, reviewing group fitness schedules, and supporting the club managers with anything they need to enhance group fitness.

A typical day might involve a lot of emailing, recruiting instructors, calling club managers to discuss various challenges they’re facing, and, of course, teaching one or two classes myself.

BOUTIQUE CLASSES AS A COMPETITIVE EDGE FOR GYMS

What’s your view on the boutique trend in group fitness, and how has Nordic Wellness adapted to it?
I truly believe we need to modernize and think innovatively about what we offer our members. What worked a few years ago may not appeal to our new members, so we need to stay updated. I like the boutique concept at gyms - it feels like offering something a bit more luxurious and exciting, breaking away from traditional group fitness. For example, we’ve introduced LES MILLS CONQUER at one of our gyms to compete with other boutique studios.

How did you adapt your gym space to accommodate the LES MILLS CONQUER concept?
At the club where we implemented it, we had a multipurpose area in a location that didn’t see much traffic or awareness among members. We saw an opportunity to convert it into a more usable space.

• We removed a cycling studio
• Relocated some bikes to a smaller stretching area for virtual cycling
• Reorganized the cage area to combine it with stretching and free training
• Added more racks with barbells where the cage area used to be.

Overall, we’ve utilized the gym’s floor space much more effectively!

How are LES MILLS CONQUER, LES MILLS SHAPES, and LES MILLS PILATES performing at Nordic Wellness? What advantages do you see in these concepts?
They’ve been performing incredibly well, I must say. LES MILLS CONQUER classes are fully booked week after week. LES MILLS SHAPES has also been fantastic, with many full classes. LES MILLS PILATES aligns perfectly with the current Pilates trend, making it an excellent addition. The main advantages are that these classes don’t feel like traditional group fitness. There’s an innovative edge, such as working to the beat of the music. It’s great to capitalize on the Pilates trend with high-quality instructor training from Les Mills.

What key strategies from boutique studios can gyms adapt to deliver exclusive, high-value experiences?
It’s all about the overall experience. Boutique gyms focus heavily on the

• training experience
• branding
• the feeling during workouts
• the feeling after the workouts
• the music
• the design of the room
• and lighting.

It’s a comprehensive approach that many gyms haven’t fully embraced yet but should. What they’ve created makes people want to be there. It creates FOMO (fear of missing out), which appeals to today’s members.

How can boutique-inspired classes like LES MILLS CONQUER help differentiate your offerings and attract a new audience?
They allow our members to stay with us while enjoying the benefits of a full-service gym, including equipment, cardio areas, traditional group fitness, dance, cycling, and more. At the same time, they get a unique flavour with something different.

"This allow us to retain our members while offering them more value for their money without them needing to spend extra elsewhere."

What do you think is needed to create a boutique-like experience, and what factors are crucial for it to be profitable?
I believe it’s possible to create that experience relatively easily. There’s so much that can be done with color and lighting to create a different atmosphere in a specific area of the gym. It doesn’t have to be expensive if you’re creative. However, a solid plan is essential to make it profitable, including good marketing and a clear launch strategy. You can’t sell a secret, so spreading the word about this amazing addition to the gym is key.

BOOSTING PROFITABILITY WITH TREND-DRIVEN GROUP FITNESS

How do you ensure that group fitness contributes to the gym's profitability?
By creating an appealing group fitness schedule that offers a broad range of options and includes the latest trends, we can attract new members and retain the ones we have. This, in the long term, will increase the gym's profitability.

What role do Les Mills programs play in attracting and retaining members, in your experience?
I believe Les Mills is well-known among many gym-goers. Les Mills classes have a reputation for great class formats, skilled instructors, and excellent music. Members know what to expect, and the quality is consistently high. This ensures that many members are satisfied with the classes offered, leading to longer membership durations.

What role does schedule optimization and class variety play in maximizing attendance and reducing empty slots?
It plays a huge role. Optimizing the schedule to match peak times when gym traffic is higher means more people can attend classes. Avoiding overlap between similar classes also increases the chances of full attendance. Additionally, providing a variety of classes broadens the appeal and helps fill more spots.

How can group fitness be used as a tool to reduce member churn and increase the lifetime value of each member?
I would say that’s exactly what group fitness does. Simply having group fitness as an option provides a tool for reducing churn and increasing members’ lifetime value. By valuing instructors and encouraging them to stay at the gym, members will stay loyal to those instructors as well.

KEEPING MEMBERS ENGAGED AND MOTIVATED

How do you motivate members to keep coming back to classes week after week?
We actively promote the classes on social media and in the reception area, of course. I’d also say that ensuring classes run consistently without cancellations plays a big role in keeping members motivated to return.

How do you ensure classes are inclusive and engaging for different types of participants?
When optimizing the schedule, I make sure there’s always a variety of class types available each day, such as strength-focused, cardio-focused, mindfulness, dance, and specialty classes at various times. On top of that, Les Mills instructors are trained to always provide modifications, ensuring inclusivity. This means almost anyone can join any class, as there are always options to suit their needs.

How has LES MILLS CONQUER made a difference for your members?
At the club where we introduced LES MILLS CONQUER, we saw a total increase of about 3,000 bookings in 2024 compared to the previous year, which is fantastic. The club has seen a significant increase of both new and returning members, and the classes are almost always full, with an average occupancy rate of 70%.

WHAT’S NEXT FOR GROUP FITNESS IN 2025? TRENDS AND PREDICTIONS

To finish off, how do you think group fitness will evolve in 2025, and what are you looking forward to?
At my clubs, we’ve seen participant numbers steadily increase from 2022 to 2024, which is exciting. One of my big hopes is that we can continue to grow interest in group fitness into 2025. I’m looking forward to seeing where the Pilates trend goes and whether it maintains momentum. I’m also curious to see if the strength training trend will continue. On a personal note, I’m hoping dance becomes even more popular in 2025 because it’s just so much fun!

Thank you Niklas for speaking with us, good luck and enjoy 2025.

___________________________

Want to know how Les Mills can help your club succeed with Boutique concept?

Join the LES MILLS BOUTIQUE Webinar to learn proven strategies for creating a boutique-like experience at your gym and increasing member retention.

We’ll share the latest insights of Boutique concept.
Boutique concept clubs represent an opportunity for fitness clubs to attract loyal members, stand out from competitors, and capitalize on evolving fitness consumer behaviours. They emphasize personalization, specialization, community-building, and experience - all key factors driving success in the modern fitness market.

🗓️Thursday 30^th of January 10:00 CET– book here

🗓️Friday 31^st of January 13:00 CET – book here