The non-traditional gym “is a transformed industrial factory with no mirrors and members love the focus on how they feel, not how they look.” Movements recently introduced a new membership tailored to Gen Z, to help attract a younger audience and move with the next generation of fitness enthusiasts.
Recognising rising member demand for Pilates, Movements trialled LES MILLS PILATES on its timetable for 12 weeks, offering two classes per week at 12.30 on Mondays and Fridays. Both classes were fully booked with a waitlist every week. Danni Smith, Owner of Movements says, “The feedback has been incredible - members are loving the flow, the music, and the breathwork that blends core strength with contemporary vibes.” We spoke with Danni to learn more about Movements’ unique community and the impact LES MILLS PILATES had in the club.
Why you are partner of Les Mills and what brings you to the partnership?
Nearly five years ago, I took a leap of faith and opened Movements, inspired by my love for Les Mills classes as a participant. Their structure, energy, and science-driven approach fuelled my passion for fitness and community. Partnering with Les Mills has been key to our success. Classics like BODYPUMP and BODYCOMBAT are always a hit, while new formats like LES MILLS PILATES, and the upcoming LES MILLS CEREMONY will help attract new members. We’ve even launched a Gen-Z membership to appeal to younger demographic. It’s also been wonderful to recruit and work with incredible instructors, helping them grow and thrive in their careers. Seeing their passion and skill develop has been one of the most rewarding parts of the journey, and it’s all thanks to the amazing Les Mills framework.
What are some recent highlights or successes you have had in club?
One of our recent highlights has been the launch of LES MILLS PILATES. This is something we hadn’t had on our timetable before, as we typically left it to more niche studios. However, with everyone very much in their Pilates era right now, it felt like the perfect time to bring it to our members. At Movements, our ethos is driven by the belief that variety is the spice of life, and we want to be people’s spice rack. We aim to offer classes that match our members’ moods and give them the opportunity to try new things that might otherwise feel a bit daunting. Introducing LES MILLS PILATES allowed our community to experience something fresh and exciting!
What makes your club special?
What makes Movements special is the community we’ve built. We make a conscious effort to get to know every single member by name and take the time to understand something about them. Our studio has grown very organically—everyone who walks through our doors brings someone they care about, and that speaks volumes because it shows they trust us. We know that gyms can often feel intimidating, and that’s why our members say, “I don’t go to the gym, I go to Movements.” We believe moving your body should be fun, and that our studio should be a place where people not only get fit but also encounter new faces and have inspiring conversations. Movements is a safe space—a place where people can be themselves, connect with others, and feel supported, especially during tough times. It’s a great feeling to know that we’re in the business of community and authenticity.
What can other studios learn from you?
We’re not a traditional gym; our studio is a transformed industrial factory with no mirrors—members love the focus on how they feel, not how they look. It’s raw, inclusive, and welcoming. Movements is more than a place to work out—it’s a way of life. Members grab coffee together, shop nearby, and trust us enough to bring friends and family. Word of mouth is powerful, and it’s amazing to look around a class and see seven people from the same street! As a team, we make sure every member feels supported. When someone new joins, we all know and make an effort to help them settle in. With small gestures like handwritten milestone cards, birthday songs, and coffee chats, we’ve created a space where fitness fits into a life people genuinely love.