New posters for Les Mills Body Combat and Body Balance – but I have an issue.

Wow!

Hot on the heels of the sizzler video previews, Les Mills have released new posters to promote their latest classes.

I think they look amazing. But I have an issue with the way Clubs use these posters. Have a look at the posters, then see whether you agree with my last thoughts below.

Les Mills Body Combat and Body Balance
Body Combat Poster
Les Mills Body Combat and Body Balance
Body Balance Poster

Here’s my issue. And this is the marketer in me speaking. Whilst the posters look fabulous – do they actually say anything about the classes? If you hadn’t done either class before would you be enticed along? And the call to action, “Try the new release, see club timetable for details” is really tiny. Is that really effective?

What I find fascinating about this sort of marketing is that it is preaching to the converted. The clubs put these posters up on the walls in the studios where the classes take place. It makes the walls look pretty but everyone attending the class already knows about them. They are converts. They don’t need convincing. It’s like putting an advert for a BMW inside a BMW car after someone has bought one.

They should put these posters and the other marketing material out where those who are not attending the classes can see them.

See the posters for all the other Les Mills programmes – check out Simon Philp’s Blog.

Now it’s your turn: What do you think of these new posters for Les Mills Body Combat and Body Balance? They look good but would they entice you into a class? I would love to hear your views. Please leave a comment below and let me know.

20 thoughts on “New posters for Les Mills Body Combat and Body Balance – but I have an issue.

  1. I hear Virgin gyms won’t even entertain any other posters/marketing material unless it’s Virgin. Technically the clubs are paying for marketing materials that will never be used.

    1. Very true Si. Virgin cannot use marketing material that is not branded Virgin Active. Like u say. A bit if a waste given the popularity of these programs.

      Point well made Roger. It should be about getting feet in classes. Not wallpaper.

    2. I had heard from a GFM (at a gym a high up LM UK person used to be GFM) that reason is that they present unrealistic body images. Which I have to say is fair enough.

      David Lloyd is the same.

      Anyway, you hit the nail on the head. Though the posters are not the issue, it is muppet GFM”s and even more muppety sales and marketing (and accounts) people at gyms who see group fitness as a liability rather than an asset.

      You would think LM would better educate the gyms, but then given the whole PPL fiasco and Duncan rendering you back catalogue investment of thousands of pounds uselss, I am not surprised.

      1. Good points Tim. I reality it’s not possible for a young class co-ordinator to successfully market classes when it isn’t their skill set. It’s just frustrating for me as a marketer to see the opportunities go to waste. I’d love to try marketing a club’s classes pro-bono for a month to see what I could put in place – class loyalty cards (like Starbucks free coffee cards), emails, even just some good old fashioned launches! Remember launches?

  2. It’s a good point well made. I’m a LM instructor and love what I do. I think the the product is excellent and a deserved world leader. However, I find the business side of LM a little more sinister. It pushes the “one tribe: unity to the instructors then systematically takes more a money from them. Perhaps this is no different to any large business? There also seems to be an ego behind the organisation that needs constant reassurance. Perhaps this a reflection of an industry full of egos. Perhaps this publicity is about “look how great we are” rather than ” come and get fit “

  3. I love les mills and have been teaching their programmes for 12 years, however I agree the posters sell to our current market. We need to entice and not maintain. Prices have soared and with current ppl licensing instructor numbers will be compromised. Also they push existing fitness levels and need to embrace newcomers.

    1. Thanks for replying Jackie. I agree with you about PPL. I have Body Combat music going back to release number one. At one club chain who refuse to pay the PPL now – all that back catalogue is useless. It probably deserves a blog in its own right.

  4. For someone that didn’t become a ‘gym addict’ until after I had my first baby I think these posters can look kind of intimidating. While I (before getting pregnant again) became a regular at body balance, body combat and RPM it took me a while to feel confident enough in these classes. For example when I first joined the gym I did ‘legs, bums and tums’ and ‘group cycling’ because they sounded more friendly, there was more of a ‘come and have a go, it’s fun’ attitude and you weren’t worried about walking into a room full of people who work out for a couple of hours a day. It was only when I got my confidence up doing these classes that I dared to have a go at the Les Mills ones advertised.

    That being said I am still a huge fan of the Les Mills classes and do encourage people to give them a go!

    1. Thanks for commenting Louise. As an instructor I’m always conscious of new people not intimidated – and I know it can be difficult when there are 25 regulars who know the moves. In fairness to Les Mills they do constantly coach us on how to make newcomers feel good – but the marketing has to support that.

      1. I’m definitely only being picky about the marketing. All the Les Mills instructors that have taken classes I’ve been in have always been really welcoming. Our body combat instructor always makes it clear to new people that with it being quite intense it’s not expected that a new person will do a whole class without a break etc. I think it’s the initial marketing to get people through the door to meet the instructors that is a bit of an issue. I’ve never tried CX Worx for similar reasons – how it was marketed in our gym (although I’ll be needing to do if after I’ve had this baby!)

        1. Please do try CXWORX, Louise. It’s like a whole class of Body Balance abs and back tracks. In fact, we Body Balancers were test subjects for CX. Hence all the hovers we’ve had over the last few years.

  5. Louise – just as your BodyCombat instructor will offer options to make it achievable, you will get options in CXWORX as well. And it is not just hovers.;-) You’ll be surprised at what else you feel the next day!

    Chris, someone I know did a comparison between Les Mills and Scientology – rather accurate complete with short leaders – LOL!

  6. I’ve never seen marketing posters up anywhere useful before, that they would market the product. I have seen the big posters hanging in the studios but that’s it. I had someone turn up to my combat class a week or two ago thinking it was body pump. Great marketing!!

    I often see people looking in the window during a class, I often think that if the gyms did more to market the group fitness classes they would be more popular.

    I have mentioned posters, launches, team teaching to the GFMs in my area, but their enthusiasm is sadly lacking for it. It’s a shame, I’d certainly have different ideas.
    -Ali

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