Les Mills

Les Mills overcame complex content distribution challenges across global markets with Bynder. By centralizing all of its diverse content in the Bynder DAM, Les Mills empowered its extensive user base to self-serve the right assets for presentations, promotions, websites, and even day-to-day work—without putting extra strain on their central marketing team.

Les Mills works with hundreds of thousands of instructors, club partners, and customers—spread across 25 regions and 12 languages. Les Mills faced significant challenges in maintaining brand consistency across multiple markets as each market has its own content variations and visibility requirements. Ensuring uniformity in messaging and branding was also a huge challenge. Additionally, managing translations across 12 languages for market-specific homepages and guides added another layer of complexity.

Les Mills wanted to feed its global markets and partners with high-quality content that could facilitate the brands’ desire for continued growth while remaining on brand. Due to the unique demands of each local market, the ability to easily access brand assets and create personalized, localized content was an absolute priority.

Les Mills' main goal with Bynder was to implement content governance by providing teams in local markets with creative freedom while maintaining brand identity and consistency. Bynder has helped unite the brand in one central location while still meeting the unique demands of each individual market.

Rooted in Bynder DAM, the Brand Guidelines module is home to over 200 individual guides in multiple languages that give clubs guidance on how and where to use the workout walkthroughs and video content available to them. In doing so, Les Mills conquered the demand for content by reducing the strain on its central marketing team, and empowering local teams to create and access content for their local markets and channels.

Bynder DAM has also empowered Les Mills to reduce time-to-market from months to just days. They now roll out major content releases every quarter and share them automatically with their vast partner and customer network. Fresh, exciting workout content keeps the brand relevant, and means its clubs can offer seasonal content and react to exercise trends to satisfy their customers.  This faster content delivery improves the experience for Les Mills' partners. Partners have access to the latest materials whenever they need them, allowing them to effectively promote Les Mills products and services, and grow the brand worldwide.

Bynder’s usage and permissions functionality allows Les Mills to provide relevant content to each individual club's licensing permissions. This means that clubs can target local audiences with tailored content, attracting new members and boosting engagement with the existing customer base. At the same time, each location can cultivate a unique brand identity that resonates with their local community, strengthening the overall Les Mills brand.

Currently, Les Mills’ Bynder DAM platform has around 15,000 brand-approved assets and over 17,000 active users. Empowering clubs with access to a vast library of on-brand Les Mills content is a future-proof content strategy that not only reduces churn but also positions Les Mills for significant business growth. This accessibility allows individual locations to fully leverage the production power of Les Mills’ marketing teams, regardless of their size or resources.