Les Mills appoints Brandwave as strategic agency

28 Sep 2017

By: Sport Industry Group

Les Mills has appointed Brandwave Marketing as one of its strategic agencies, with the businesses working together to build Les Mills’ B2B strategy and thought leadership activities throughout 2017.

Les Mills pioneered the concept of group workouts nearly four decades ago, with over 120,000 instructors now helping millions of fitness enthusiasts.

Les Mills recently made a move to start sharing its experience and knowledge within fitness to support the growth of the sector. In doing so, the brand is seeking to try and solve some of the industry’s key challenges in areas such as member recruitment and retention and member experience.

Brandwave Marketing, which also works with the likes of adidas, Salomon, Reebok and BMW. is a sports marketing consultancy with offices in the UK and in Germany, which supports its sports clients globally. Brandwave Strategic, its strategy department, has been working alongside Les Mills to achieve these business activities.

Dr Jessica Rouse, Brandwave’s strategic planning director said: “We are delighted to be working with Charlotte and the Les Mills team. We believe its essential to start any creative partnership with a strong strategic foundation. We actively sought out Les Mills as we’re all big fans of the workouts. We wanted to create a way to work together to build big positive changes within the fitness sector. We identified an opportunity to collaborate with other sectors to bring innovation from outside of fitness into the sector to drive it forwards.”

The partnership has involved the development of business strategies, audits, white papers, creative assets and culminated at this year’s key fitness industry trade show FIBO, with the launch of Les Mills new thought leadership event ‘Fit Business Live’ to the business community.

The exclusive thought-leadership event included over 200 of Les Mills key European customers, providing insights from within and outside of the fitness sector. Speakers covered topics such as member retention, general industry trends and how group fitness and personal training could better interlink.

The businesses have also recently worked together to develop a marketing campaign that speaks directly to Les Mills instructors.

Charlotte Dewhurst, global marketing director – B2B and B2I for Les Mills International added: “We are a complex organisation, with a headquarters in New Zealand, with many stakeholders from different countries to manage on a weekly basis, but the team at Brandwave manage this partnership effortlessly and professionally and as a client I was proud to have them by my side as a valued partner in any internal meeting and of course at our first Fit Business Live event.”