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).
Customer churn is a persistent issue for fitness providers. LMI initiated a Churn
Intervention project to develop scalable, automated processes for retaining at-risk members.
By employing a machine learning model, LMI accurately identified members likely to
churn. To re-engage these members, the company implemented personalized automated responses
featuring relevant workouts or attractive offers.
The intervention targeted members exhibiting churn indicators, those beginning the
cancellation process, and those actively cancelling subscriptions.
Automated workflows were established to deliver emails, push notifications, and
in-app/on-platform banners based on real-time customer data.
I collaborated with the in-house creative team to develop email templates, targeted
social media ads, and in-app/on-platform banners to support the campaign, as well as providing output assets for the implementation of all of the above.
The campaign successfully boosted long-term value by converting a significant portion
of targeted users to annual subscriptions. It also exceeded customer churn reduction goals,
delivering substantial media cost savings and overall revenue growth.
The overall project is a current finalist in the 2024 YouTube NZ Marketing Awards.
