PROJECT PROFILES
PROJECT PROFILE PROMOTION
Launched in London in May, The
Project will tour major European cities until autumn 2014
GLOBAL TOUR Supplier: Les Mills
G
lobal fitness brand Les Mills has pioneered a new approach to group exercise by launching The Project –
its immersive fitness concept – which debuted in London on 28 May 2014. Taking the form of a purpose-built
studio, the travelling pop-up box brings together high octane video projections with pumping music and a live instructor-led class. The result is a multi-sensory experience that’s already wowed 600 UK-based exercise lovers and is now set to take Europe by storm. The Project, an event created by Les
Mills and Reebok, sees cinema-quality imagery projected all around the participants, on three walls of the pop- up studio, to add a rich visual element to the exercise experience. The instructor then cues the moves in time to the music and graphics – for more detail, see
http://youtu.be/y_Q46bn0WaI In a cycle class, for example,
participants might be riding up an impossibly steep glacier, or sprinting around a digital velodrome in a space age city. In a martial arts class, they will find themselves punching a computer game spaceship or ducking as they fly through an urban cityscape. Each class lasts 30 minutes, with the visual element ensuring that engagement and motivation levels remain high.
Les Mills came up with the idea
for The Project following the 2009 publication of a white paper entitled The Future of Fitness, which explored central themes of connection, personalisation and convergence as key trends in fitness. One of the areas explored was the blending of technology into fitness and activity, also referred to as exergaming; this formed the foundations of immersive fitness. The brainchild of Les Mills Jnr,
grandson of the Les Mills founder, and creative director Adam Lazarus, The Project has brought their vision of integrating technology, exercise education and creative design to life. Following its debut in London
and showcase at the Les Mills GFX convention at London’s Alexandra Palace on 14 June, the live pop-up event will now embark on a promotional tour of major European cities during summer/autumn 2014. These will include Stockholm, Berlin, Amsterdam, Paris and Milan, giving fitness enthusiasts the opportunity to experience the event
84 Read Health Club Management online at
healthclubmanagement.co.uk/digital
Blending technology and exercise provides an immersive experience
for themselves, free of charge. A wider consumer launch in Europe and the United States is planned for 2015. Les Mills CEO Phillip Mills
comments: “The concept of immersive fitness is all about what the fitness community refers to as the ‘zone’ – that state of mind where people are performing at their peak; a place of focus, achievement and fulfilment. “At Les Mills, we’ve been creating
group workout environments that lead people to the zone for 30 years, through music, choreography and rock star instructors. The Project really takes it to the next level and we, along with our collaborator Reebok, are so thrilled to share this brand new fitness experience with the world.” Existing Les Mills workouts have
been adapted for consumers to trial during the European tour of The Project. Workouts include The Trip (cycle class), BodyCombat/Les Mills Grit Immersive, and BodyJam/BodyBalance immersive. Details:
www.lesmills.com/ immersivefitness
July 2014 © Cybertrek 2014
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