Les Mills

If you've ever done a fitness class anywhere in the world, you've likely experienced the Les Mills magic. Behind it sits a global operation, built up since 1968 and now running across more than 30 countries and in 20,000+ gyms.

All of that moved through 1 platform, sitting on a CMS roughly 10 versions out of date. Les Mills knew who they were speaking to: three core audiences, each with its own journey. The question was how to serve all three through one site without it fragmenting, and which one to solve first. We started with instructors, the most complex journey of the three and the one with the most complexity.

From there we designed the instructor experience end to end, and built it on Webflow as a single component library that carries into every section after it, with personalization and A/B testing running underneath. Those same elements let Les Mills' own team keep building on the platform, taking the remaining audiences forward themselves.