The first of its kind in the 2016 calendar year, the recent Les Mills Live event set the stage for the 10-hour mass workout class. Kicking off at 7:30AM, the event was separated into five parts as made clear by the five different stages set up at the venue, which for this first installment was Excel London, an event and convention center in the London Docklands.
Access to the event granted each visitor with an opportunity to test out all six classes. Throughout the 10-hour event, Les Mills instructors led 35 classes, like Bodypump and even a new offerings such as Les Mills Sprint and Les Mills Grit, both of which are high intensity interval training-style workouts.
The Les Mills Live event was brought to life by agency Itch Experience and was attended by approximately 4,000 people. Les Mills is expected to announce additional UK and international dates for 2016 in the coming weeks.
Intensive Day-Long Workout Events
The Les Mills Live Tour Kicked Off for 2016 at Excel London
Trend Themes
1. Intensive Workout Events - Opportunity for fitness brands to organize immersive day-long workout experiences that offer participants the chance to try out multiple classes and new fitness trends.
2. High Intensity Interval Training - Potential for fitness businesses to offer intense, short-duration workouts like Les Mills Sprint and Les Mills Grit that cater to those looking for efficient and challenging exercise routines.
3. Event-based Fitness Experiences - Opportunity for event agencies to create unique fitness events that attract large numbers of participants and offer a variety of workout classes.
Industry Implications
1. Fitness - Fitness brands can leverage the trend of intensive workout events to create new experiences and attract fitness enthusiasts.
2. Health and Wellness - The popularity of high intensity interval training provides a growth opportunity for businesses in the health and wellness industry to offer effective and time-efficient workout options.
3. Event Planning and Management - There is a market for event agencies to organize and execute large-scale fitness events like Les Mills Live, providing immersive workout experiences and attracting a wide range of attendees.