The international fitness brand unveiled its new Les Mills Pilates at an experiential event to appeal to Pilates-loving Generation Z.
Les Mills and adidas teamed up this month for a two-day fitness rave that welcomed over 3,000 attendees and showcased the future of fitness. Live fitness events are a key focus for international fitness brands, which announced earlier this year that they would be doubling down on in-person experiences to accelerate the next phase of industry growth.
The event, held in Berlin on October 19th and 20th, blended technology, music and fitness trainers with Adidas products such as the Dropset 3 and Optitime apparel collection, and featured immersive VR workouts, ‘Recovery Rave’, Special live performances were also held. Carina Zanders, Noah Three, and A Song for You.
The international fitness brand also unveiled its new Les Mills Pilates at an experiential fitness event in Berlin. After rigorous testing and modification, Les Mills launched the program over the summer to appeal to Gen Z, perfecting Les Mills Pilates with high-energy music and high-intensity movements. New fitness products can be easily integrated into fitness studios looking to attract and retain fans of popular workouts. According to Les Mills, more than half (55%) of Gen Z participate in mat-based Pilates.
Credit: Les Mills
“The decision to create a Pilates program was an easy one,” said Sean Turner, CEO of Les Mills. “The star power at the moment is huge and we are able to bring this big trend to the masses in a way that doesn’t require clubs to invest heavily in expensive equipment or redesign their studios. We wanted to create a program where all you need for Les Mills Pilates is a mat, but even that is optional.”
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Pilates is a fitness workout that shows no signs of slowing down. ClassPass, a booking and subscription platform, noted that Pilates became the most popular workout in 2023, with a 92% increase in bookings.
Starting in Berlin, the Les Mills Live 2024 World Tour continues and will soon head to Madrid, Athens, Cyprus and Riyadh.
Courtney Rehfeldt
Courtney Rehfeldt has worked in the broadcast media industry since 2007 and freelanced since 2012. Her work has been featured in Age of Awards, Times Beacon Record, The New York Times, and has an upcoming article in Slate. She studied yoga and meditation with Beryl Bender Birch at the Hard & the Soft Yoga Institute. She loves hiking, being outdoors, and is an avid reader. Courtney holds a Bachelor’s degree in Media and Communication Studies.
