Les Mills new global report reveals how ‘MVPs’ drive club profitability

New global research analyzing member journeys uncovers how Most Valuable Participants (MVPs) are the key to unlocking higher retention, referrals, and revenue for fitness facilities

Auckland, New Zealand – Les Mills, the global leader in group training, has launched a groundbreaking new report revealing how gym operators can fuel business growth by focusing on their Most Valuable Participants (MVPs).

The report, produced in collaboration with fitness data experts ROR Partners and 4GLOBAL, offers the most comprehensive analysis to date of member behavior, examining 2.6 million member journeys from January 2024 onwards, across 1,312 leading clubs in the US and Europe.

Titled ‘MVPs: The New Power Players in Club Growth’, the report finds that MVPs attend their club more often, stay longer, refer more friends, and deliver significantly higher Lifetime Value (LTV) than any other member category.

Delving deep into club economics, the report spotlights the importance of strategy in enabling facilities to achieve sustainable growth. With the growing cost of real estate placing a premium on space, the research spotlights the contribution margin of each area of the club and the need for operators to calibrate their member acquisition approach accordingly.

“This research provides a clear, data-driven playbook for operators seeking sustainable growth,” says Phillip Mills, Managing Director of Les Mills International. “By focusing on MVPs and the areas of the club with the highest potential for serving them, operators can drive retention, maximize floor space, and build a thriving, future-proof fitness community.”

Key findings include:

• MVPs stay with their club 39% longer than typical gym members (23 vs 16 months)
• MVPs visit their club 65% more often than typical gym members
• MVPs are 88% more likely to still be active after 12 months than typical gym members
• MVPs generate 27% more lifetime value than typical gym members – not including the higher number of member referrals MVPs typically contribute

The report also provides an 8-point plan of actionable insights for club operators to maximize their MVP population, from optimising club design and timetables, to crafting marketing campaigns that target high-value members and untapped demographics.

The full report, “MVPs: The New Power Players in Club Growth,” is available to download free from the Les Mills Insight Hub: https://contact.lesmills.com/insight-hub