NYSC Adds Les Mills Strength, Boxing Concepts
NYSC
Gyms are sourcing hit workouts.
The latest: Health club operator NYSC partnered with Les Mills, becoming the first US site to adopt the latter’s strength and boxing concepts, CEREMONY and CONQUER.
Starting with New York, NYSC will scale the classes to locations in Boston, Philadelphia, and DC.
Turnkey. Best known for its instructor training and group fitness programs like BODYPUMP, Les Mills licenses workouts to 22K clubs worldwide.
Piloting concepts in its own New Zealand gyms, it’s now offering boutique-style, equipment-led circuit training as a service, landing in Fitness First Australia and the UK’s Bannatyne clubs.
In the club. Seeking engagement, gyms are bringing the boutique treatment in-house.
- 24 Hour Fitness partnered with white-label class provider SH1FT for mobility and longevity programming.
- Europe’s Urban Gym Group and Holmes Place Brands are co-locating boutique concepts in luxury health clubs.
- Fitness racing series HYROX launched a training ecosystem for affiliate gyms, including a tier for adding co-branded Centr equipment.
Elsewhere, Life Time’s building more space for group training classes Alpha and Ultra Fit, while Fitness International is growing multi-modality business Club Studio.
Punchline: Long threatened by boutiques’ supercharged group fitness, big-boxes are making moves on rival experiences.
