Beyond Reps: How emotionally immersive fitness classes are changing the game

Insights from the Generate Stage at Elevate 2025, presented by EMD UK

At Elevate 2025, a standout panel on the Generate Stage explored a powerful shift in the fitness landscape – moving beyond traditional workouts and into fully immersive, emotionally engaging experiences. Moderated by Alina Cooper from Studio Grow, the conversation featured our very own Gill Cummings-Bell, alongside sector voices Michelle Dand (David Lloyd), Ben Alldis (Peloton), and Sarah Durnford (Les Mills).

Their shared insight was clear: people don’t just want to work out – they want to feel something.

Emotion is the new motivation

The panel opened with a discussion about the changing purpose of fitness. Increasingly, people are showing up not to transform how they look, but to change how they feel. Experiences are being designed around emotional outcomes like empowerment, joy, calm, and connection.

Michelle noted that David Lloyd has pivoted programming to reflect this shift. Whether it’s a family-based session that reconnects parents and children, or a full-sensory breathwork and sound journey, every element is built around how people will feel when they leave. “Start with how you want them to feel – and work backwards,” she said.

Ben echoed this, reflecting on the success of community-based platforms like Peloton. Metrics and outputs are useful, he said, but what keeps people coming back is human connection: the sense of being seen, supported, and part of something bigger.

From aesthetics to authenticity

Sarah highlighted a major evolution in fitness language – from aesthetics and body ideals to strength, longevity and joy. It’s a transition that’s being reflected in programming, marketing, and in the expectations of participants across every life stage.

Instructors now need more than technical skill; they need emotional intelligence, storytelling skills, and a sense of presence. “It’s not just about what you teach,” Sarah explained, “but how you make people feel while doing it.”

Practical inspiration: designing an immersive yoga experience

To bring these ideas to life, let’s look at an example.

Here’s a simple way group exercise instructors can create a relaxing, emotionally connected yoga session:

1. Start with the feeling
   Decide how you want your class to feel: peaceful, grounded, open. Let this drive your music choices, sequencing, language and tone.

2. Use multi-sensory elements

• Sound: build a playlist that gently evolves through the class.
• Smell: introduce calming scents (like lavender) if the environment allows.
• Touch: encourage props like bolsters and blankets to aid rest and comfort.
• Sight: dim lighting or add warm tones to foster a sense of calm.

3. Tell a subtle story
Choose a theme such as “letting go” or “finding balance” and weave it gently into your cues and closing meditation.

4. Encourage reflection
Close the class with a moment of stillness, gratitude or journaling. This deepens the emotional imprint of the session.

What makes an unforgettable instructor?

While tech, facilities and props are helpful, “Instructors are the glue,” said Gill, “The ones who build communities and live that passion inside and outside the studio.” She reflected on the need to support the instructor to continue creating unforgettable experiences. But she also warned of a retention crisis: up to two-thirds of instructors are considering leaving the profession, with feelings of being underpaid, unsupported, and undervalued topping the list.

Motivation is high when instructors are supported and included – but it plummets when their contribution is overlooked. One key barrier is the misconception that a one-hour class equals one hour of work. In reality, preparation, choreography, music selection, and travel time make each class a significant time commitment – often equating to less than minimum wage.

Gill urged the sector to reflect on its responsibility, not just to members, but to those delivering the sessions. “If instructors don’t feel valued by the sector, they’ll leave it – even if they love their community.”

To support this conversation with data, EMD UK has published the second Group Exercise Instructor Pay Survey, which will highlight current pay trends, challenges, and opportunities across the UK. The report will offer valuable insights for employers looking to retain and motivate their instructor workforce. We’re asking all instructors who are employed to complete the survey, so that we can present the most complete insights possible and provide the true picture of pay in our sector. 

This panel left no doubt: the future of fitness lies in its emotional depth. Whether it’s through immersive sensory design, authentic connection, or stronger support for instructors, the goal is clear – create experiences that feel unforgettable.

As Gill put it, instructors should be treated like family: “Support them, grow them, and fight for them.” Because when your instructors thrive, so do your members.