The international fitness brand showcased its new Les Mills Pilates at the experiential event as it appeals to Pilates-loving Gen Z
Les Mills and Adidas teamed up for a two-day fitness rave this month, hosting over 3,000 attendees while showcasing the future of fitness. Live fitness events have been a key focus for the international fitness brand, which announced earlier this year that it would double down on in-person experiences to accelerate the next phase of industry growth.
The event, held in Berlin on October 19 and 20, merged tech, music, fitness trainers and Adidas products — such as the Dropset 3 and Optime apparel collection — and included an immersive VR workout, a “Recovery Rave” and special live performances by Kaleena Zanders, Noah Slee and A Song For You.
The international fitness brand also unveiled its new Les Mills Pilates in Berlin at the experiential fitness event. After rigorous testing and revisions, 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. The new fitness offering is easily integrated into fitness studios who want to attract and retain fans of the popular workout. According to Les Mills, over half (55%) of Gen Z participates in mat-based Pilates.
“The decision to create a Pilates program was easy,” Les Mills CEO Sean Turner said. “Its star power is huge right now. We wanted to create a program that could help clubs take this huge trend to the masses in a way that didn’t require them to invest heavily in expensive equipment or redesign their studios. All you need for Les Mills Pilates is a mat – and even that is optional.”
Pilates is the fitness workout that shows no signs of slowing down. Booking and subscription platform ClassPass noted that Pilates was its most popular workout in 2023, with reservations up 92%.
With Berlin now in the books, the Les Mills Live 2024 world tour continues on — and is soon headed to Madrid, Athens, Cyprus and Riyadh.
