Fit for export: Les Mills CX30 and Sh'Bam

Every week, there are over 3.1 million attendees at Les Mills International classes in more than 75 countries. And by 2020, Les Mills hopes to grow that number to over 20 million. So early in 2010, after four years without launching any new group fitness products, they tapped into developing fitness trends and launched CX30, a revolutionary core training programme, and SH'BAM, a 45 minute dance workout.

Both programmes have significantly exceeded sales expectations. And as a result, new members have been attracted to the group fitness studio, Les Mills' overall share of the dance market has been increased, and the male decline in participation and perception of group fitness has also been halted.