Les Mills Goes Digital: Expanding Fitness Horizons with On-Demand Workouts

Les Mills has launched a new initiative to link the brand with fitness enthusiasts globally by teaming up with Fitness On Demand, a digital fitness platform accessible worldwide.

While the partnership will assist any Les Mills gym or studios lacking a bespoke or branded fitness app in a variety of aspects, its most notable benefit will be delivering in-home workouts. 

As per Les Mills, 85% of gym members engage in home workouts.

Fitness on Demand supports this large group by offering Les Mills content packages, facilitating member activity and enabling Les Mills partner locations to enhance retention and engagement beyond their physical premises.

“This partnership enables us to extend our reach and provide world-leading workouts to an even broader audience,” said Sean Turner, CEO of Les Mills U.S.

“We are proud to be working alongside Fitness On Demand to elevate the omnifitness experience for our club partners and their members.”

In addition to enabling partners like Les Mills to deliver content through their platform, Fitness On Demand offers a fully white-labeled app to enhance brands' connection with their members.

"Our collaboration with Les Mills marks a significant step forward and perfectly aligns with our goal of making fitness more accessible, empowering individuals to lead healthier lives," said Andy Peat, CEO of Fitness On Demand.

"We are eager to witness how this partnership will revolutionize the fitness experience for our current partners, new members, and stakeholders."

The deal represents an early win for Peat, who took over as CEO last fall amid Fitness On Demand’s worldwide rebrand.

Brought on to help the company transition from being a pure content provider to a “tech partner” to fitness brands while ushering in expansion and innovation, partnering with Les Mills and its armada of over 21,000 partnered clubs is a large step forward. 

For Les Mills, the agreement only further illustrates the brand’s recent goal of making fitness more accessible to those outside gym walls.

While Les Mills is embracing in-person fitness experiences, they have recently introduced Les Mills XR Dance, a new virtual reality app for Meta Quest 3 that brings professional dancers into users' homes.

Additionally, the brand launched Les Mills XR Bodycombat, a VR game accessible through the Meta Quest 3 platform.

Source: athletechnews