LessMills

About LesMills

Global fitness powerhouse brand Les Mills came to DPM a year into the COVID-19 pandemic looking to refresh its brand strategy and increase its mass consumer awareness in the U.S. After decades of building a world-class B2B fitness programming business in markets like New Zealand, Australia, the UK, and China, the company was ready to beef up its direct-to-consumer product offering and become a recognized and trusted fitness brand for American consumers.

95

Pieces of Coverage

5.76

Billion Online Readership

4.07

Million Broadcast Viewership

19

Million Print Readership

Their Challenge

Although it’s direct to consumer approach was a timely and necessary step in growing its overall business, many of Les Mills’ competitors had already captured sizeable market share in the U.S. as a result of historically catering exclusively to consumers and/or their swift response to changing consumer demands resulting from the pandemic.

Our Challenge

Although Les Mills had already celebrated several decades of incredible brand recognition and loyalty in other global markets, DPM was challenged with familiarizing U.S. consumers and the media alike with the brand’s rich and storied legacy and strong product offering.

Goals

Introduce to the US Media and Increase Brand Awareness

  • Introduce the brand to key consumer US media and establish better brand recognition
  • Align Les Mills with top competitors in the fitness industry for ongoing media coverage opportunities
  • Increase mass consumer brand awareness
PR Strategy

Create Coverage Opportunities in Top Tier Fitness, Wellness and Lifestyle Media Outlets

Through a consistent and targeted media campaign, DPM was able to identify storytelling angles to create coverage opportunities in top tier fitness, wellness and lifestyle media outlets. We utilized key product offerings, the brand’s existing partnership with top athletic brand Reebok, its extensive database of master trainers, and timely product launches to generate consistent press coverage. We also identified opportunities to showcase the brand’s best-in-class offerings by submitting its services and products to several fitness awards.

Results

Our Results

Despite theses challenges, DPM was able to successfully leverage Les Mills’ best-in-class product offering and solid brand legacy to consistently secure press coverage in leading U.S. media outlets and receive recognition as a winner in several fitness awards including Good Housekeeping magazine, Runner’s World Magazine, and Bicycling Magazine. Press Coverage of the brand has been featured on “EXTRA TV,” Well + Good, Yahoo!, POPSUGAR, FOX NEWS, SELF, Better Nutrition, Women’s Health, Men’s Journal, VeryWellFit, Fitt Insider, Parade magazine, Good Housekeeping, “STEVE on Watch” with Steve Harvey, Brydie, SheFinds, U.S. News & World Reports, Livestrong.com, AskMen, etc.