1. WHEN GROUP FITNESS
GOES TRIBAL
IHRSA 9TH ANNUAL
ASIA-PACIFIC FORUM

3. TU MAI NEI NGA TOA
Leader: Let your hands quiver by your side
Hands on hips,
Hands down by your side (still)
Be steadfast
Let me be at one with the earth
Hi aue hi
Ancient ancestors/warriors of old bestow upon us strength and leadership
Group: Standing here are the new warriors
We haka in fury at sedentary lifestyles
Obesity is our adversary Let us do battle
Let your mind, body and spiritual essence be revitalised
Through the breath of life
Leader: At the separation of earth from sky all potential was released into this world
Group: Therefore, let your true potential be known
Reveal your inner strength & power
Hold fast to the challenge
Let us unite as one global entity
Yes it is , Yes it is, Yes it is This we decree.

4. MILLIONS OF PEOPLE EVERY WEEK
PARTICIPATE IN OUR CLASSES IN
14000 CLUBS IN OVER 70 COUNTRIES

5. LEAD BY A TRIBE OF 80,000 INSTRUCTORS
THAT WOULD FILL JAWAHARLA STADIUM

6. FROM CIRCUS TO CIRQUE DU SOLEIL
FROM AEROBICS TO LES MILLS GROUP FITNESS

7. GROUP FITNESS
TRIBAL MECCA
• 12,500 members LES MILLS AUCKLAND NEW ZEALAND
• Current membership €75 per month
• 10,000+ GF visits/week
• GF 55% of total Club Attendances
• Membership retention rate 80%
• 5,000m2 Fitness Only Club : 2,000m2 GF Area
• 4 studios – largest is 700m2 :
• Over 150 classes per week
• 1 full-time GFM and a full-time assistant
• 65 instructors (independent contractors)
• 35% EBITDA

8. A TRIBE IS A CONNECTED
GROUP ON A MISSION
CHAMPIONED BY A LEADER.
• Tribes, big and small, are among us.
Individualism as a social concept is
declining

9. TRIBES MATTER NOW
• Silos of interest groups that are more
interested in their “cause” than the money
• They typically believe the status quo sucks
and say no
• Tribes can change our world, more than
money or factories. They can change politics
and align large numbers of people because
they want to connect

10. TRIBES ARE A SOCIETAL
REALITY HIGHLIGHTED
BY THE POPULARITY OF
SOCIAL NETWORKS
• FACEBOOK is the most visited with more
than 500 million active users
• 50% of our active users log on to
FACEBOOK in any given day
• Average user has 130 friends
• People spend over 700 billion minutes
per month on FACEBOOK

11. THE INDIAN FACEBOOK
TRIBE IS ENORMOUS
• Currently 15 404 180 Users
• 10th largest group in the World
• Population Penetration 1.31%
• Online Population Penetration 19.02%

12. TRIBES GIVE ORDINARY
PEOPLE THE POWER TO
LEAD AND MAKE BIG
CHANGE
• To be a successful Tribal leader be
prepared to turn into a “heretic.”
• Heretics don’t let rules or religion get in
the way of their faith
• Heretics find the true believers, a group
that is disconnected but has a yearning

13. TO START A TRIBE YOU
MUST ASK 3 QUESTIONS
• Who are you upsetting?
• Who are you connecting?
• Who are you leading?

14. TRIBAL LEADERS HAVE
THESE COMMON TRAITS
• Challenge
• Culture
• Curiosity
• Charisma
• Communicate
• Connect
• Commit

15. SPORT TRIBAL LEADER
MIHKA SINGH
• He was called ‘the flying Sikh.’ Pride of Punjab. Challenge
Pride of the Sikhs. Pride of India. He did what no
Indian did at the time.
• He ran -- as a profession. Singh is on this list
for gold medals won in the Asian Games in 1958
and 1962. But he’s also here for the medal he
narrowly missed in the 1960 Rome Olympics, a
race in which he finished faster than the
standing world record.
• At a time without byzantine 25th-century shoe
technology, Singh ran barefoot for most of his
career

16. SPORT TRIBAL LEADER
PRAKASH PADUKONE
Charisma
• ‘The Gentle Tiger,’ though his opposition post-
1971 would likely object to the moniker; it was
at about that time that Padukone dramatically
augmented the aggressiveness of his game.
• Won the All England Championships cup in 1980,
and put India in the same league with the
game’s superpowers.
• Mild mannered, dignified, focused and still
actively paying back the sport he loves,
Padukone can still be seen gliding gingerly on
the court at his Bangalore sports academy,
playing against youngsters who look on in awe
and admiration.

17. SPORT TRIBAL LEADER
VISHWANATHAN ANAND
• Anand doesn’t just look like a scientist, he Curiosity
prepares for his game like one. He has
decimated former champions with the precision
of a physicist dismantling an atomic bomb,
blowing the likes of Kasparov, Karpov and
Kramnik out of the water.
• World champion, grandmaster, Arjuna awardee,
Chess Oscar winner, padma shri, padma
bhushan, padma vibhushan and a global
ambassador to the brainy sport. He may live his
life in black and white, but Anand’s
achievements are a brilliant rainbow on India's
sports horizon

18. SPORT TRIBAL LEADER
KAPIL DEV
• Captained India to the 1983 World Cup aloft.
• He was India’s first true pace bowler. He Culture
bowled injury free.
• As national team captain Dev codified the
phrase “Kapil’s Devils” in sporting lore. And he
did it when no one gave a lanky lad from
Haryana a chance,
• Retired as the highest wicket taker ever,
anywhere and one of the best cricketing all
rounders of all time.

19. SPORT TRIBAL LEADER
SUNILtoGAVASKAR of
• First man cross the unthinkable milestone
10,000 runs in test cricket and surpassed Sir
Don’s record for test centuries. Commit
• Gavaskar batted in an era when the dangerous
West Indian pace quartet was at peak ferocity.
He didn’t wear the protective helmets of today,
he didn’t have modern day umpires ruling a no
ball for more than one bouncer per over.
• His opening partners changed dozens of times
throughout his career, but the captain always
held up his end.
• He did it all seemingly without breaking a sweat
and smiling, always, all the way to the
commentary booth where he now sits.

20. SPORT TRIBAL LEADER
SACHIN TEN
• Widely regarded as one of the greatest batsmen
in the history of cricket. Communicate
• He is the leading run-scorer and century maker
in Test and One day International cricket
• Only male player to score a double centrury in
the history of cricket.
• When he joined Twitter and began racking up
followers at the rate of almost 4,500 an hour.
• Within the first 24 hours, followers reached
almost 80,000, sparking a media frenzy and
countless tweets about the so-called god of
cricket joining the social networking site

21. GROUP FITNESS TRIBAL
LEADERS BETO & JOHNNY G
200 000 results 127 000 results

22. GROUP FITNESS THOUGHT
LEADER PHILLIP MILLS
• Founder and CEO of Les Mills International
• Pioneer and “Thought Leader” in the global
fitness industry and “revolutionized”the modern
group-exercise experience.
• He is also an author and a public advocate for
the environment and sustainability in business.
• Competed at the 1974 Commonwealth Games in
the 110m hurdles, and 1978 both 110m and 400m
hurdles.
• He attended the University of California at Los
Angeles on a track and field scholarship, and
graduated with a degree in philosophy in 1978.
547 000 results

23. GROUP FITNESS
PROGRAM LEADERS
1.3M Results
72M Results
324K Results
1.2M Results 1.5M Results 1.6M Results

24. 24
THERE IS A BIG
PROBLEM IN THE WORLD
http://www.youtube.com/watch?v=R8r4jSQAvj8

25. PLANET OBESITY IS
AT EPIDEMIC LEVELS
• 300 Million people now obese
• Obesity rates that have risen three-
fold or more since 1980 in some areas
of North America, the United Kingdom,
Eastern Europe, the Middle East, the
Pacific Islands, Australasia and China.

26. OBESITY IS OFTEN
FASTER IN DEVELOPING
COUNTRIES
• Increased consumption of more
energy-dense, nutrient-poor foods with
high levels of sugar and saturated fats,
combined with reduced physical
activity

27. INDIA IN GRIP OF
OBESITY EPIDEMIC
• The study that looked at the burden of
overweight citizens in six countries --
Brazil, China, India, Mexico, Russia and
South Africa -- has found that between
1998 and 2005, India's overweight rates
increased by 20%.
• Currently, almost 1 in 5 men and over 1 in 6
women are overweight. In some urban
areas, the rates are as high as 40%.

28. OBESITY IS THE ROOT OF
NON COMMUNICABLE
DISEASES
• By 2030, nearly 70% of all global deaths will be
from NCDS like cancer, diabetes, and
respiratory and heart disease.
• 80% will be in the less wealthy nations like
India
• Up to 80% of heart disease, stroke and type-2
diabetes and over a third of cancers can be
prevented by eliminating shared risk factors,
mainly tobacco use, unhealthy diet, physical
inactivity and the harmful use of alcohol.

29. WHAT CAN THE FITNESS
INDUSTRY DO ABOUT IT?
This is the greatest holistic health
challenge facing the world, and our
industry is perfectly positioned to play a
big part in the solution. We are the exact
opposite of the cigarette and junk food
companies and we have an intimate There are four major ways we can
relationship with a big percentage of the
contribute:
1. Become advocates
2. Green our facilities
world’s wealthiest people. 3. Get a lot better at what we do
4. Create a green mission

30. THE BIG TRENDS -
HEALTH, COMMUNITY
AND EXERTAINMENT
US Adult Fitness Club Participation 1960 -2040
•Health club attendance has become the
60
biggest adult “sport” in the Western 50
World. 40
30
•Its has traditionally lacked the
20
excitement and social engagement of
10
sports and behaved more as gyms than 0
as true health clubs. 1960 1970 1980 1990 2000 2010 2020 2030 2040
•The faster we can change that, the
bigger our future!

31. THE FUTURE – GYMS
OR HEALTH CLUBS
• We have big role to play
• Traditional Health Care is failing
• By 2016 the cost of the US Health
system will be $4.1 Trillion per year
• Health system is deteriorating almost as
quickly as increasing.
• Massive need for preventative focus
• Health and fitness facilities are the
Paul Zane Pilzner: The
Wellness Revolution: How to future of effective preventative health
make a fortune in the Next
Trillion Dollar Industry 2002 care

32. GROUP FITNESS IS A
LARGE ACTIVTY
SEGMENT
• In the US group Fitness represents
44.4 Million Group Fitness participants
and growing
• This segment is an opportunity to
grow “community” within a club and
create “clubs within the club”

33. GROUP FITNESS IS AN
ACQUISITION WEAPON
1. 90% of all exercisers report that they would prefer
to work-out in a group
2. 60% of members report that Group X is the #1
choice of service or amenity that they are
interested in
3. 26.4% of new members join to participate in Group X
classes
4. “Multiple Group X Studios with Fantastic Classes” is
the 2nd most important factor in making a decision
to join a health club (behind “Professional staff and
knowledgeable trainers”).
5. Increase in Group X participation is a key indicator
of club growth and profitability

34. GROUP FITNESS IS A
RETENTION & REFERRAL TOOL
1. Participation in group activities correlates with higher
retention.
2. Improving the average number of visits per week a
member makes to a club by one will lead to a 3%
increase in a club’s retention rate.
3. Group X members average number of visits per week is 2
versus non Group X <2
4. Retention rates are higher for Group X members than for
machine members.
5. Satisfied Group X members tend to refer new prospects
at a rate 3 times greater than any other member types.

35. BODYPUMP® VALIDATES THE
GROUP FITNESS RESEARCH
1. BODYPUMP participant frequency of visit is 3.4 average
visits per week versus industry average of <2
2. BODYPUMP participants have more intention to renew
their membership than those who don’t do Group X (72.2%
vs. 63.4%)
3. 65.7% of BODYPUMP participants believe that Group X is
an important motivator in keeping them at the club long-
term
4. 71.8% of BODYPUMP participants are “Very Likely” or
“Extremely Likely” to continue taking BODYPUMP classes
in the next 12 months
5. 74.7% of BODYPUMP participants are more *likely to
recommend a friend join their club than those who don’t
do Group X (67.4%) *“Very Likely” or “Extremely Likely”

36. 36
PACKING CLASSES IS
MORE IMPORTANT THAN
MAKING MONEY
• Creating massive social energy
• Impacting as many people as you can
within your local the community
• Fighting sedentary lifestyles and
“globesity”

37. LIFE CHANGING FITNESS EXPERIENCES
EVERYWHERE EVERYTIME

38. EVOLUTION OF INDOOR
CYCLING
• 1980s Stationary Bike
• 1990s Computerized Bike
• 1995 Indoor Spin classes
• 2000 RPM classes
• Safer, Better Results, More Social,
More Fun, More People

39. 2010 - LES MILLS AUCKLAND CYCLING
2000 VISITS PER WEEK
PAYING $5 PER CLASS

40. RECIPE FOR CREATING
A PERFECT CLASS

41. GROUP FITNESS
PARTICIPATION DRIVERS
The type of class 79 17 30
Instructor’s ability 69 24 6 10
Time of class 64 25 7 21
Instructor’s personality 52 33 13 21
The music 52 29 14 4 0
Ambience of the fitness room 32 37 22 8 1
Extremely important[5] 4 3 2 Not important at all[1]

42. CREATING A PERFECT
ie BODYPUMP CLASS
• Music accounts for 50% of the overall
program score, Warmup, Legs/Squats
and Chest. Collectively, the first three
tracks account for around 40% of the
overall music score
• Choreography accounts for 20% of the
overall program score. Legs/Squats,
Arms/Biceps and Shoulder/Arms
account for around 42% of the overall
choreography score

43. WORLDS BEST MUSIC
AND CHOREOGRAPHY
BY DESIGN
• Largest licensing contracts for original
music
• Largest producer of cover music
• Professional Choreography Teams
• Professional Production and Editing
• Annual Budget over US$2.5M

44. STAGES OF CONNECTION
FROM MEMBER TO INSTRUCTOR
Member
• Sympathiser
• Fan
Instructor
• Ally
• Hooked On

45. MEMBER TRIBAL
EVENTS CREATE
SUSTAINABILITY
• Quarterly Events
• Member Social Retention
• Member Referral
• Instructor Teamwork
• Club Teamwork

46. LEADING GROUP FITNESS
INSTRUCTOR TRIBES
• Recruit on Essence Connecting Technique
“Communication”
” “Physical Execution”
• Train using holistic mix of Sport
Science and Performing Arts
• Offer progression from Competency Choreography
to Mastery
• Provide ongoing up-skilling and Fitness Magic Coaching
“Theatre Skills” “Teaching Skills”
social networking
• Provide vertical and horizontal
career opportunities

47. GROUP FITNESS INSTRUCTOR
CAREER PROGRESSION
• International Presenter DVD
• National Trainer/ Presenter
• Regional Trainer/Presenter
• Group Fitness Manager Calling
• Instructor Career
• Member Job

48. GROUP FITNESS
INSTRUCTOR LOYALTY
• Direct correlation between brand
value and quality of tribal
connection
Brand value
• Les Mills Instructors place a high
value on being part of a global
movement to improve people’s
health and fitness. Quality of Tribal connection

49. INSPIRE YOUR TRIBE WITH
A POWERFUL PURPOSE

50. LEAD A MOVEMENT BASED
ON ASPIRATIONAL VALUES
• Be World Class
• There is an army of you
• We believe we can

51. THE NEW GENERATION OF
TRIBAL INSTRUCTORS
• Purpose Driven
• HAKA
• HONGI
• Physicality
• Clothes
• Hair Styles
• Tatoos
• Social and Education Events

52. THE POWER OF STORIES
• Tell stories that will be told
• These become legends
• Stories are the DNA fabric of your
heritage
• Moments of delight
• Moments of remarkable

53. TRIBAL BUSINESS AND SUSTAINABLILITY
People will do anything for the tribe when people believe their leaders are
working in the best interest of the tribe. If the cause is compelling enough,
the tribe will climb the highest mountains. But, when it appears that the
leaders are simply leaching off the backs of the tribe, the cause dies.

54. WHEN GROUP FITNESS
GOES TRIBAL
IHRSA 9TH ANNUAL
ASIA-PACIFIC FORUM