les mills aspirational decor guide
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Decore Booklet for Facilities and StudiosTRANSCRIPT
TRANSFORM WITH LES MILLS
As Phillip Mills, club owner and originator of the group fi tness phenomenon says:
‘people regularly rate appearance and atmosphere among the most critical factors
determining their decision when choosing a club, and yet as an industry we have a
dangerous tendency to prioritize equipment over environment. If we want our industry to
stay relevant we must give them something worth leaving home for.’
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CREATE POWERFUL FITNESSENVIRONMENTS
What makes truly successful clubs truly successful? Wildly popular instructors? Sparkling restrooms? A kick-ass timetable? Sure, those things are a big part of that. But there’s something else at work there too. Something that elevates the entire experience to the next level. Their environment.
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MEMBERS TO ACHIEVE MORE
“I’ve unearthed some previously unknown inner physical and mental
strength and am able to do things I never dreamed I could do at 44
years old. I feel like I can do anything.” Linda, LES MILLS™ participant.
“I feel great just walking in here. It’s like the building is feeding me energy…
some days, I don’t want to go home.” Brian, LES MILLS™ participant.
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AMONG YOUR MEMBERS
INSPIRE
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Club environments have huge yet subtle effects on the people in them. The good ones uplift, inspire and motivate. The average ones inspire indifference. And the bad ones simply reinforce member dissatisfaction. What sort of impact do you want your club to have?
ENGINEER A HIGH-PERFORMING
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STIMULATING. POWERFUL.
• High-impact sails, decals and posters passively add an exciting, experiential dimension to workouts
• Create a clear, point of difference against the club down the road
• Quickly, easily achieve huge results within your existing space
• Instantly create an aspirational, inviting club ‘personality’ for new ventures – or dramatically reinvigorate existing club spaces
Get it right and you’ve got a space that people actively want to inhabit, that enhances their entire workout experience – and rewards them for walking through the door in the fi rst place.
INVITING
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THE MAKING OF ANFABIANO DESIGNS
CLUB ENVIRONMENTWhen designing a club, we can choose to simply provide a place to work out. Or we can create a place that is fi rmly part of our members’ lives: beautiful, inspiring and worthy of their loyalty. It isn’t just about arranging rooms and placing the equipment, it’s about creating the experience – perhaps the most powerful way of differentiating your club from the others in your area.
There are fi ve key elements that combine to create a complete club experience:
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AWAKEN – THE ENTRY EXPERIENCE.The arrival should awaken the senses. Lighting, colors, space proportions, smell
and sound are critical aspects of the initial entry experience. Don’t just sell to
prospective members,seduce them to join.
INSPIRE – CREATE A POWERFUL JOURNEY.If your members aren’t feeling part of the activities, are not engaged by your
programming, don’t feel inspired to move, they won’t be members for long. By Rudy FabianoAIA registered Architect, Interior Designer and president of Fabiano Designs.
F A B I A N O D E S I G N S
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ENERGIZE – CAPITALIZE ON THE CLUB’S ENERGY.Excite members during their workouts. The care of the design given to lobbies should extend
to the workout fl oor and certainly the group exercise studios. Lighting and colors are even
more important here. Studios should be treated as special, and refl ect the energy and
experiences they provide. Aim to create yoga temples, dance halls, and movement studios.
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4 REJUVENATE – REWARD AND REJUVENATE MEMBERS POST-WORK-OUT.
The overall post workout rituals, the locker rooms, the showers, the steam rooms,
the shave, are important elements of the workout and promote joy and feeling good.
This experience, when positive, can be a powerful retention tool.
RELAX – INSPIRE MEMBERS TO STAY FOR LONGER. Are there opportunities to relax and refl ect in your club? Lounge areas strategically
placed through the clubs add an important balance to the energy and hard work.
What about a room with a view?
Members that play together, stay together.
In our research on how architecture can affect retention levels, we found that member interaction is considered
highly important when members reconsider their membership. Quite simply, when they make friends in your club,
they have a stronger tendency to stay, rather than breaking those bonds.
Designing with this in mind, you can use areas that can promote and accommodate these interactions that make
people feel at home – and keen to spend time in your club.
F A B I A N O D E S I G N S
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POWERFULBold, challenging and dynamic? Colourful and fun?
Somewhere in between? The beauty of the Les Mills club décor system is that you can engineer an in-club experience that fi ts your club’s unique look and feel, workout intensities, interior layout and membership profi le.
Choose elements from one of the two décor systems in the following pages – and make the décor as powerful or subtle as you choose.
DO YOU WANT YOUR CLUB EXPERIENCE TO BE?
HOWC L U B D E C O R S Y S T E M S
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BOLD, The ‘Heroes’ décor system features bold, dynamic and highly aspirational imagery – combined with motivational headlines.
Each element is designed to create huge impact and help motivate your members to do more, achieve more – and spend longer inside your club.
DYNAMIC AND ASPIRATIONAL
BEH E R O E S D E C O R S Y S T E M
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EXTERIORSThe entry experience: what you do outside your club is just as important as what you do inside.
Maybe even more so. Because this is where your members’ (and potential members’) experience
of your club begins.
Think of this exterior signage as a clear statement of what’s in store for people entering your club,
what your club stands for – and how it differs from the club across the street.
H E R O E S D E C O R S Y S T E M
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RECEPTIONEnergise and inspire: here’s where members sense your club’s energy for the fi rst time –
and their hearts start pumping in anticipation. Dynamic, colourful and motivational imagery
located at this point heightens their senses and drives them forward.
The journey begins: high impact decor
gets members hyped before their workout.
And excites potential members about the
possiblities of what lies beyond the front door.
ENTRANCE
H E R O E S D E C O R S Y S T E M
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Seal the deal: your members’ workout experience is in full swing, so keep them
motivated and remind them just how good a workout they’re getting with large-scale
décor elements that provides the ultimate in inspirational backdrops.
GROUP FITNESS STUDIOS
Drive them to their endorphin high: the music’s pumping,
the instructor’s getting everyone in the zone – and there’s
kick-ass imagery on the walls to help keep them there.RPM STUDIOSH E R O E S D E C O R S Y S T E M
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CARDIO
WEIGHTS
Keep em’ pumping: their muscles might be screaming - but there’s bold and
motivating imagery all around them, inspiring them to give it all they’ve got.
Keep those energy levels up: there mightn’t be instructors or dynamic
movement to inspire them to give it all they’ve got, but there’s sure as hell
some heavy duty motivation pouring off the walls.
H E R O E S D E C O R S Y S T E M
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Turn it up – then cool it down: why shouldn’t the locker rooms be as
motivating and inspiring as the rest of your club? Get members in the zone
before they work out – and remind them just how good it was right after.
LOCKER ROOM
CHOOSE BOLD,
AND CHALLENGINGDYNAMIC
H E R O E S D E C O R S Y S T E M
A2 VERTICALSQUARE HORIZONTALA0
POSTERS
FLOOR STICKERS
3 1G R A P H I C O V E R V I E W
DÉCOR FORMATSTYPICAL DISPLAY OPTIONSSize graphics to suit site. Use horizontal, vertical, square Size graphics to suit site. Use horizontal, vertical, square
or rectangular formats.or rectangular formats.
Exterior and interior best suited to print on PVC in frame.Exterior and interior best suited to print on PVC in frame.
Swap out posters within interior spaces and size Swap out posters within interior spaces and size
graphics to suit site. graphics to suit site.
Use horizontal, vertical, square or rectangular formats.Use horizontal, vertical, square or rectangular formats.
Interior posters should be printed or laminated on Interior posters should be printed or laminated on
rigid substrate or backlit.rigid substrate or backlit.
Size graphics to suit site. Size graphics to suit site.
Use horizontal or vertical formats.Use horizontal or vertical formats.
Utilise fl oor stickers and print on robust Utilise fl oor stickers and print on robust
adhesive fi lm applied to the fl oor surface.adhesive fi lm applied to the fl oor surface.
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READY TO TRANSFORM?
HEROES DÉCOR ELEMENTS
1. Make a note of the code numbers of the items you’d like in your club.
2. Visit lesmills.com/décor (contact your Les Mills agent if don’t already have
a username and password set up.)
3. Select and then download the fi le to your computer.
4. Discuss your exact requirements (size, specifi cation) with your printer and
re-size the image if necessary, before getting them printed for your space.
POSTERS WITH HERO IMAGE/HEADLINE/GENERIC LOGO
HORIZONTAL WITH HERO IMAGE/TAGLINE/GENERIC LOGO
DECOR HEROES P01 DECOR HEROES P03DECOR HEROES P02 DECOR HEROES P04
DECOR HEROES P05 DECOR HEROES P07DECOR HEROES P06 DECOR HEROES P08
DECOR HEROES H08DECOR HEROES H07
DECOR HEROES H06DECOR HEROES H05
DECOR HEROES H04DECOR HEROES H03
DECOR HEROES H02DECOR HEROES H01
DECOR HEROES P13 DECOR HEROES P15DECOR HEROES P14 DECOR HEROES P16
DECOR HEROES P09 DECOR HEROES P11DECOR HEROES P10 DECOR HEROES P12
POSTERS WITH HERO IMAGE/HEADLINE/PROGRAM LOGO
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VERTICAL WITH HERO IMAGE/HEADLINE/PROGRAM LOGO
VERTICAL WITH GENERIC HEADLINE/GENERIC LOGO
VERTICAL WITH HERO IMAGE/GENERIC LOGO
SQUARE WITH HERO IMAGE/GENERIC LOGO
VERTICAL WITH HERO IMAGE/GENERIC LOGODECOR HEROES V21
DECOR HEROES V30 DECOR HEROES V38
DECOR HEROES V34 DECOR HEROES V42
DECOR HEROES V22
DECOR HEROES V31 DECOR HEROES V39
DECOR HEROES V35 DECOR HEROES V43
DECOR HEROES V23
DECOR HEROES V32 DECOR HEROES V40
DECOR HEROES V36 DECOR HEROES V44
DECOR HEROES V17 DECOR HEROES V18 DECOR HEROES V19 DECOR HEROES V20
DECOR HEROES V28 DECOR HEROES V29
DECOR HEROES V26DECOR HEROES V25 DECOR HEROES V27
DECOR HEROES S01 DECOR HEROES S02 DECOR HEROES S03 DECOR HEROES S04
DECOR HEROES S05 DECOR HEROES S06 DECOR HEROES S07 DECOR HEROES S08
DECOR HEROES V24
DECOR HEROES V33 DECOR HEROES V41
DECOR HEROES V37 DECOR HEROES V45
HORIZONTAL WITH HERO IMAGE/HEADLINE/PROGRAM LOGO VERTICAL WITH HERO IMAGE/GENERIC LOGO
VERTICAL WITH HERO IMAGE/HEADLINE/GENERIC LOGO
HORIZONTAL WITH HERO IMAGE/HEADLINE/GENERIC LOGO
DECOR HEROES H20DECOR HEROES H19
DECOR HEROES H14DECOR HEROES H13
DECOR HEROES H12DECOR HEROES H11
DECOR HEROES H10DECOR HEROES H09
DECOR HEROES H16DECOR HEROES H15
DECOR HEROES H18DECOR HEROES H17
DECOR HEROES H21
DECOR HEROES V01
DECOR HEROES V05
DECOR HEROES V02
DECOR HEROES V06
DECOR HEROES V03
DECOR HEROES V07
DECOR HEROES V04
DECOR HEROES V08
DECOR HEROES V09
DECOR HEROES V13
DECOR HEROES V10
DECOR HEROES V14
DECOR HEROES V11
DECOR HEROES V15
DECOR HEROES V12
DECOR HEROES V16
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SQUARE WITH HERO IMAGE/HEADLINE/GENERIC LOGO FLOOR STICKERS WITH GENERIC LOGO
SQUARE WITH HERO IMAGE/HEADLINE/GENERIC LOGO
DECOR HEROES S09 DECOR HEROES S10 DECOR HEROES S11 DECOR HEROES S12
DECOR HEROES S17 DECOR HEROES S18 DECOR HEROES S19 DECOR HEROES S20
DECOR HEROES S13 DECOR HEROES S14 DECOR HEROES S15 DECOR HEROES S16 DECOR HEROES F01 DECOR HEROES F02 DECOR HEROES F03
DECOR HEROES S21 DECOR HEROES S22 DECOR HEROES S23 DECOR HEROES S24
H E R O E S D E C O R S Y S T E M
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The ‘Benefi ts’ décor system gives clubs a slightly softer alternative to the bolder, more dynamic ‘Heroes’ system you’ve just seen.
Here, the focus is on combining fi tness with fun, connecting with fellow members and simply enjoying the overall fi tness experience.
Available in male or female-focused versions, each item is designed to heighten the in-club experience and encourage your members to do more, achieve more – and spend longer inside your club.
ADD A WHOLE NEW DIMENSION TO FITNESS. FUN.
B E N E F I T S D E C O R S Y S T E M
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The entry experience:The entry experience: once again, what you do outside your club is just as important once again, what you do outside your club is just as important
as what you do inside. Because this is where your members’ (and potential members’) as what you do inside. Because this is where your members’ (and potential members’)
experience of your club fi rst begins.experience of your club fi rst begins.
Captivating exterior signage delivers an enticing snapshot of what your club has to offer. Captivating exterior signage delivers an enticing snapshot of what your club has to offer.
Better yet, it creates a clear point of difference from your competitor across the street.Better yet, it creates a clear point of difference from your competitor across the street.
EXTERIORSEXTERIORS
B E N E F I T S D E C O R S Y S T E M
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ENTRANCEENTRANCEThe journey begins:The journey begins: your member (or potential member) has taken their fi rst steps inside your club. your member (or potential member) has taken their fi rst steps inside your club.
So draw them further inside with inviting and inspiring imagery.So draw them further inside with inviting and inspiring imagery.
RECEPTIONRECEPTIONEnergise and inspire:Energise and inspire: here’s where members really start here’s where members really start
to experience your club’s energy. So inspire and reassure to experience your club’s energy. So inspire and reassure
them - and then drive them deeper inside your club with them - and then drive them deeper inside your club with
images and messages like these.images and messages like these.
B E N E F I T S D E C O R S Y S T E M
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GROUP FITNESS STUDIOGROUP FITNESS STUDIOSeal the deal:Seal the deal: your members’ workout is in full swing. Their focus will be on your instructor, but the crucial class start and end points are your members’ workout is in full swing. Their focus will be on your instructor, but the crucial class start and end points are
where you can not only psych them up for their workout, but also subtly reinforce the fun, social aspects of what they’re experiencing.where you can not only psych them up for their workout, but also subtly reinforce the fun, social aspects of what they’re experiencing.
RPM STUDIORPM STUDIODrive them to their endorphin high:Drive them to their endorphin high: imagine the music’s pumping, the instructor’s taking the entire class on the imagine the music’s pumping, the instructor’s taking the entire class on the
calorie-destroying ride of their lives… now imagine this imagery not just completing but enhancing this experience.calorie-destroying ride of their lives… now imagine this imagery not just completing but enhancing this experience.
B E N E F I T S D E C O R S Y S T E M
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CARDIOCARDIOThe deeper you dig, the higher the high:The deeper you dig, the higher the high: surrounded by bold and motivating imagery, surrounded by bold and motivating imagery,
inspires them to give it all they’ve got.inspires them to give it all they’ve got.
WEIGHTSWEIGHTSKeep those energy levels up:Keep those energy levels up: there mightn’t be there mightn’t be
instructors in this particular space. But who needs them instructors in this particular space. But who needs them
when there’s motivation and inspiration like this?when there’s motivation and inspiration like this?
B E N E F I T S D E C O R S Y S T E M
4 9
LOCKER ROOMLOCKER ROOMTurn it up – then cool it down:Turn it up – then cool it down: with images like this, even the most functional locker room can with images like this, even the most functional locker room can
become a key part of the workout experience – and not just the dead zone at either end of itbecome a key part of the workout experience – and not just the dead zone at either end of it
CHOOSE FUN, EXCITING AND MOTIVATIONAL
B E N E F I T S D E C O R S Y S T E M
5 1
POSTERS WITH FEMALE HERO IMAGE/HEADLINE/PROGRAM LOGO
POSTER WITH FEMALE HERO IMAGE/TAGLINE/GENERIC LOGO
DECOR BENEFITS P09 DECOR BENEFITS P11DECOR BENEFITS P10 DECOR BENEFITS P12
DECOR BENEFITS P17 DECOR BENEFITS P19DECOR BENEFITS P18 DECOR BENEFITS P20
DECOR BENEFITS P13 DECOR BENEFITS P15DECOR BENEFITS P14 DECOR BENEFITS P16
DECOR BENEFITS P21 DECOR BENEFITS P23DECOR BENEFITS P22 DECOR BENEFITS P24
DECOR BENEFITS P05 DECOR BENEFITS P07DECOR BENEFITS P06 DECOR BENEFITS P08
DECOR BENEFITS P01 DECOR BENEFITS P03DECOR BENEFITS P02 DECOR BENEFITS P04
POSTERS WITH MALE HERO IMAGE/HEADLINE/PROGRAM LOGO
B E N E F I T S D E C O R S Y S T E M
READY TO TRANSFORM?1. Make a note of the code numbers of the items you’d like in your club.
2. Visit lesmills.com/décor (contact your Les Mills agent if don’t already have
a username and password set up.)
3. Select and then download the fi le to your computer.
4. Discuss your exact requirements (size, specifi cation) with your printer and
re-size the image if necessary, before getting them printed for your space.
BENEFITS DÉCOR ELEMENTS
5 3
DECOR BENEFITS P25 DECOR BENEFITS P27DECOR BENEFITS P26 DECOR BENEFITS P28
DECOR BENEFITS P29 DECOR BENEFITS P31DECOR BENEFITS P30 DECOR BENEFITS P32
DECOR BENEFITS S01
DECOR BENEFITS S05
DECOR BENEFITS S03
DECOR BENEFITS S07
DECOR BENEFITS S02
DECOR BENEFITS S06
DECOR BENEFITS S04
DECOR BENEFITS S08
DECOR BENEFITS S09
DECOR BENEFITS S13
DECOR BENEFITS S11
DECOR BENEFITS S15
DECOR BENEFITS S10
DECOR BENEFITS S14
DECOR BENEFITS S12
DECOR BENEFITS S16
POSTERS WITH MALE HERO IMAGE/HEADLINE/PROGRAM LOGO
SQUARE WITH FEMALE HERO IMAGE/TAGLINE/GENERIC LOGO SQUARE WITH FEMALE HERO IMAGE/TAGLINE/PROGRAM LOGO
DECOR BENEFITS S17
DECOR BENEFITS S21
DECOR BENEFITS S19
DECOR BENEFITS S23
DECOR BENEFITS S18
DECOR BENEFITS S22
DECOR BENEFITS S20
DECOR BENEFITS S24
DECOR BENEFITS S25
DECOR BENEFITS S29
DECOR BENEFITS S27
DECOR BENEFITS S31
DECOR BENEFITS S26
DECOR BENEFITS S30
DECOR BENEFITS S28
DECOR BENEFITS S32DECOR BENEFITS S41 DECOR BENEFITS S43DECOR BENEFITS S42 DECOR BENEFITS S44
DECOR BENEFITS S33 DECOR BENEFITS S35DECOR BENEFITS S34 DECOR BENEFITS S36
DECOR BENEFITS S45 DECOR BENEFITS S47DECOR BENEFITS S46 DECOR BENEFITS S48
DECOR BENEFITS S37 DECOR BENEFITS S39DECOR BENEFITS S38 DECOR BENEFITS S40
SQUARE WITH MALE HERO IMAGE/HEADLINE/GENERIC LOGO
SQUARE WITH MALE HERO IMAGE/HEADLINE/GENERIC LOGO
SQUARE WITH GROUP IMAGE/HEADLINE/PROGRAM LOGO
SQUARE WITH GROUP IMAGE/HEADLINE/GENERIC LOGO
B E N E F I T S D E C O R S Y S T E M
5 5
HORIZONTAL WITH GROUP IMAGE/HEADLINE/GENERIC LOGO
HORIZONTAL WITH GROUP IMAGE/HEADLINE/PROGRAM LOGO
DECOR BENEFITS H08DECOR BENEFITS H07
DECOR BENEFITS H15DECOR BENEFITS H14
DECOR BENEFITS H06DECOR BENEFITS H05
DECOR BENEFITS H13DECOR BENEFITS H12
DECOR BENEFITS H04DECOR BENEFITS H03
DECOR BENEFITS H12DECOR BENEFITS H11
DECOR BENEFITS H02DECOR BENEFITS H01
DECOR BENEFITS H10DECOR BENEFITS H09
POSTER, SQUARE, HORIZONTAL FORMAT GENERIC HEADLINE/GENERIC LOGO
DECOR BENEFITS H17DECOR BENEFITS H16
DECOR BENEFITS V17
DECOR BENEFITS S49
DECOR BENEFITS V19
DECOR BENEFITS S51
DECOR BENEFITS V18
DECOR BENEFITS S50
DECOR BENEFITS V20 DECOR BENEFITS V21
VERTICAL WITH GROUP IMAGE/GENERIC LOGO
VERTICAL WITH GROUP IMAGE/PROGRAM LOGO
DECOR BENEFITS V01
DECOR BENEFITS V05
DECOR BENEFITS V02
DECOR BENEFITS V06
DECOR BENEFITS V03
DECOR BENEFITS V07
DECOR BENEFITS V04
DECOR BENEFITS V08
DECOR BENEFITS V09
DECOR BENEFITS V13
DECOR BENEFITS V10
DECOR BENEFITS V14
DECOR BENEFITS V11
DECOR BENEFITS V15
DECOR BENEFITS V12
DECOR BENEFITS V16
B E N E F I T S D E C O R S Y S T E M
5 7
PHILLIP MILLS - LES MILLS PHILLIP MILLS - LES MILLS Phillip is the driving force behind TRANSFORM and the founder of Les Mills – a company that aims to create life-
changing fi tness experiences every time, everywhere. Phillip is a passionate advocate of the power of great design in
health and fi tness clubs to transform their spaces into truly motivating destinations.
JON HARRISON - HARRISON & HARRISON JON HARRISON - HARRISON & HARRISON Jon Harrison is director of multi-discipline design consultancy Harrison + Harrison, based in Auckland, New Zealand.
The fi rm specializes in commercial interior design and special event design. The development of the décor elements
in the Heroes and Benefi ts décor systems was a collaborative effort between Jon Harrison (Harrison + Harrison) and
Auckland based designer Simon Coley. The computer generated renders were produced by Auckland based company,
One to One Hundred.
RUDY FABIANO - FABIANO DESIGNS RUDY FABIANO - FABIANO DESIGNS Rudy Fabiano, a registered Architect and Interior Designer, is president of Fabiano Designs, one of the USA’s leading
architects for fi tness, wellness centers, sports and recreational clubs, as well as Spa work. They have produced over
400 projects nationally in the last 20 years. Rudy can be reached at [email protected]
Rudy Fabiano contributed the Fabiano section of this book, on the choreographing a magical member experience.
Les Mills is the world’s largest provider of group exercise-to-music programs in health clubs Les Mills is the world’s largest provider of group exercise-to-music programs in health clubs
in over 75 countries around the world. Every week, over six million people participate in in over 75 countries around the world. Every week, over six million people participate in
LES MILLS™ programs, led by a tribe of over 70,000 instructors in more 13,000 clubs. LES MILLS™ programs, led by a tribe of over 70,000 instructors in more 13,000 clubs.
To fi nd out more about the Les Mills global fi tness phenomenon, visit To fi nd out more about the Les Mills global fi tness phenomenon, visit www.lesmills.comwww.lesmills.com