Les Mills International (LMI) promotes and sells group fitness classes to over 22,000 gyms in more
than 100 countries, accompanied by a digital subscription service, LES MILLS+ with over 450,000
global users (like Netflix, but for workouts).
Every year, they produce a limited-time "BOOTCAMP" for their streaming platform, LES MILLS+. In past
years, it was a single two-week program, but this year it was expanded to three weeks with both
strength and cardio options, intermingled with active recovery sessions.
The creative focused on the concept: "Choose how you want to train – Cardio or Strength?" The
notion of choice was carried throughout the assets, crafted to cater to the users' preferences.
Distinctive
themes for the Cardio and Strength options were reflected with carefully selected colour palettes,
imagery, and compelling copy, to empower the audience to make informed decisions about their
training preferences.
My role was to take the initial creative direction
provided by the in-house creative team, and expand it across all touchpoints, including the
streaming platform on mobile and desktop, email campaigns for launch, sign-up promotions and updates, training
plan PDFs, and paid and organic social media advertising, including outputting assets for all of the
above. In essense, to take the concept and bring it to reality.
The Bootcamps helped spike user activity and engagement, ultimately helping to retain customers, and
are being reused at later dates to allow users to try the series again, or try the other option.
