01 November 2023

Part III - Marketing Comparison - Freestyle Step Aerobics vs Les Mills BodyStep: A Comparison

Freestyle Step Aerobics vs Les Mills BODYSTEPTM: A Comparison


Part III - Marketing Comparison

What is this month's article about

This month's article is revisiting the comparison of Freestyle Step Aerobics and Les Mills BODYSTEPTM. This time we are comparing the marketing approach by both Freestyle Step Aerobics, and Les Mills BODYSTEPTM.

Following articles will look at:
  • Part 4 - Focus On Technique
  • Part 5 - Variety In The Offerings
  • Part 6 - The "Co$t" Comparison
  • Part 7 - Conclusion

Marketing Comparison

Les Mills has a very strong marketing campaign in Australia. They spend millions of dollars each year on advertising and promotions. This helps to raise awareness of their programs and make them more appealing to potential participants. Freestyle step aerobics, on the other hand, does not have the same level of marketing support. This can make it harder to attract new participants to freestyle step classes.

In my point of view, there was no better marketing campaign that the symbiotic relationship with “FitnessFirst” that started in the early 2000’s. Fitness First and Les Mills have a complicated relationship. In the past, they were partners, but they have since become competitors. Fitness First is a chain of gyms with over 700 locations in 19 countries. Les Mills is a company that develops and licenses fitness programs, including BodyPump, BodyCombat, and BodyJam. In the early 2000s, Fitness First and Les Mills had a partnership. Fitness First gyms would offer Les Mills classes, and Les Mills would provide training and support to Fitness First instructors. This partnership was very successful, and it helped to popularize Les Mills programs around the world. However, the partnership ended in 2011. Fitness First wanted to be able to offer its own fitness programs, and Les Mills wanted to be able to license its programs to other gyms. As a result, the two companies became competitors. Today, Fitness First and Les Mills still have a relationship. Fitness First gyms still offer Les Mills classes, but they also offer their own fitness programs. Les Mills continues to license its programs to other gyms, including Fitness First's competitors. The relationship between Fitness First and Les Mills is complex and ever-changing. However, one thing is for sure: both companies are committed to providing high-quality fitness experiences to their customers.

Leaving the special relationship between “FitnessFirst” and “Les Mills” aside, here's a detailed explanation of other Les Mills programmes strong marketing campaigns in Australia. Les Mills uses a variety of marketing techniques to promote their programs, including:
  • Television ads: Les Mills has a long-running partnership with Channel 7, which broadcasts its workouts on the network's fitness channel. Les Mills commercials are often very flashy and exciting, and they make Les Mills programs look like a lot of fun.

  • Print: I understand that Les Mills runs regular print advertising campaigns in major Australian magazines and newspapers, such as “Women’s Health”, “Men’s Health”, “Shape”, “Cosmopolitan”, “Runner’s World”, etc… Les Mills Australia's social media advertising campaigns have been successful in reaching its target audience and driving traffic to its website and gyms.

  • In-gym marketing: Les Mills partners with gyms and fitness studios across Australia to promote their programs. This includes putting up posters, handing out flyers, and giving free trials.

  • Social media: Les Mills has a large following on social media, including Facebook, Instagram, and Twitter. They use these platforms to share photos and videos of their programs, as well as testimonials from satisfied participants. Les Mills Australia uses a variety of social media advertising tactics to reach its target audience, including:

    • Running paid social media ads: Les Mills Australia uses paid social media ads to target people who are interested in fitness, health, and wellness. These ads typically promote specific Les Mills classes or programs, as well as the Les Mills brand overall. In 2022, Les Mills Australia ran a paid social media ad campaign to promote its new GRIT HIIT workout program. The campaign targeted people who were interested in weight loss and fitness, and it resulted in a significant increase in sign-ups for the program. In 2021, Les Mills Australia created a series of workout videos that were designed to be shared on social media. The videos were short, engaging, and easy to follow, and they helped to promote Les Mills' brand as a fun and effective way to get fit. In 2020, Les Mills Australia ran a social media contest to celebrate its 40th anniversary. The contest required people to post a photo of themselves working out at a Les Mills gym, and it resulted in a large increase in engagement on Les Mills' social media channels. These are just to mention a few.

    • Creating engaging social media content: Les Mills Australia creates high-quality social media content that is visually appealing and informative. This content includes workout videos, motivational quotes, and behind-the-scenes photos from Les Mills classes.

    • Running social media contests and giveaways: Les Mills Australia regularly runs social media contests and giveaways to engage its followers and attract new ones. These contests typically require people to like and share Les Mills' social media posts, as well as follow the company on social media. Here are some examples of social media contests and giveaways that Les Mills Australia has run in recent years. Some examples of social media contests and giveaways that Les Mills Australia has run in recent years include in 2022, Les Mills Australia ran a contest to win a year's supply of Les Mills workout gear. To enter, people had to follow Les Mills on social media and tag a friend in the comments. In 2021, Les Mills Australia gave away a pair of tickets to the Les Mills World Championships. To enter, people had to post a video of themselves doing a Les Mills workout and tag Les Mills in the comments. In 2020, Les Mills Australia ran a contest to win a year's free membership to a Les Mills gym. To enter, people had to post a photo of themselves working out at home and tag Les Mills in the comments. These are just to mention a few. The company regularly changes up its contests and giveaways to keep things fresh and exciting for its followers.

    • Collaborating with influencers: Les Mills Australia collaborates with fitness influencers to promote its brand and classes. These influencers typically post about Les Mills on their social media accounts, which helps to reach a wider audience. Les Mills Australia has found that collaborating with influencers is a great way to reach a wider audience and promote its brand. When influencers post about Les Mills on their social media accounts, it helps to legitimize the brand and make it more appealing to potential customers. These collaborations include Tammy Hembrow who is an Australian fitness influencer with over 13 million followers on Instagram. Hembrow is known for her high-intensity workouts and her positive attitude. Les Mills collaborated with Hembrow in 2022 to promote its GRIT HIIT workout program. Les Mills also collaborated with Chloe Ting who is an Australian fitness influencer with over 20 million followers on Instagram. Ting is known for her short, effective workouts that can be done at home. Les Mills collaborated with Ting in 2021 to promote its Body Pump workout program. Les Mills also collaborated with Felicity Harley who is an Australian fitness influencer with over 1 million followers on Instagram. Harley is known for her holistic approach to fitness and her focus on mental health. Les Mills collaborated with Harley in 2020 to promote its Barre Body workout program. Also collaborated with Natasha Oakley who is an Australian fitness influencer with over 2 million followers on Instagram. Oakley is known for her stylish workouts and her love of travel. Les Mills collaborated with Oakley in 2019 to promote its Body Combat workout program. Another example is Emily Skye who is an Australian fitness influencer with over 3 million followers on Instagram. Skye is known for her honest and relatable approach to fitness. Les Mills collaborated with Skye in 2018 to promote its Body Pump workout program.

It is clear that Les Mills has a very effective marketing campaign in Australia. They use a variety of channels to reach their target audience and they have a strong track record of success. Freestyle step aerobics, on the other hand, does not have the same level of marketing support. This makes it harder for them to attract new participants and grow their business.

Next article

In the month of September 2023, we did the first instalment of the seven (7) blog articles talking about "Freestyle Step Aerobics vs Les Mills BODYSTEPTM: A Comparison" which provided an introduction to the following five (5) upcoming subjects.

Last month, October 2023, we looked into the first of these subjects with the provision of classes around Australia's gyms timetables.

This month, November 2023, we compared Freestyle Step and Les Mills BODYSTEPTM marketing strategies.

We end the year with an article next month, December 2023, in which we look at the focus on technique provided by both, Freestyle step and Les Mills BODYSTEPTM.

Do not miss out! ...it might surprise you what you might read!


"The information provided herein is strictly for educational purposes. Always consult your qualified Group Fitness Instructor before implementing any suggestions above."

Disclaimer

You must get your physician's approval before beginning any exercise suggested in this blog or any of its articles. Any recommendations found within these articles are not medical guidelines but are for educational purposes only. You must consult your physician prior to starting any suggestions in this blog, or if you have any medical condition or injury that contraindicates physical activity. The suggestions in this blog article are designed for individuals 18 years and older that have been approved by their physician to take any of the suggestions above.

The information in this blog article is meant to supplement, not replace, proper exercise training. All forms of exercise pose some inherent risks. As such we advise readers to take full responsibility for their safety and know their limits. Before practicing the exercises in this blog article, be sure that your equipment is well-maintained, and do not take risks beyond your level of experience, aptitude, training and fitness. The exercises and dietary programs in this article are not intended as a substitute for any exercise routine or treatment or dietary regime that may have been prescribed by your physician.

Do not lift heavy weights if you are alone, inexperienced, injured, or fatigued. Do not perform any exercises unless you have been shown the proper technique by a certified personal trainer or certified strength and conditioning specialist. Always ask for instruction and assistance when lifting. Do not perform any exercise without proper instruction. Always do a warm-up prior to resistance training and interval training.

See your physician before starting any exercise or nutrition program. If you are taking any medications, you must talk to your physician before starting any exercise program, including Freestyle Step Aerobics. If you experience any light-headedness, dizziness, or shortness of breath while exercising, stop the movement and consult a physician.

You must have a complete physical examination if you are sedentary, if you have high cholesterol, high blood pressure, or diabetes, if you are overweight, or if you are over 30 years old. Please discuss all nutritional changes with your physician or a registered dietician. If your physician recommends that you do not do Freestyle Step Aerobics, please follow your Doctor's orders.

That was our November article for 2023. Remember to feel free to comment, or contact me via email to FreestyleStepXTRVGNZ@gmail.com , and comment on what you think of this article, or any article you have read, or just any improvements you may want to see happening.

Bruno Jimenez
November 2023

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Location: Australia
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