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Les Mills International

More than 5 million people in 80 countries take a Les Mills fitness class every week. But the fitness giant was struggling under the weight of distributing such a large volume of communication material each month to its clubs and sales partners for local marketing and education. Les Mills first engaged Brand Machine’s Audit and Consulting process to devise a marketing automation roadmap for the business.


  • Les Mills Digital Asset Management system
  • Les Mills Digital Asset Management system search view

Phase 1 was to design and build a custom Brand Library (digital asset management) solution that the client named ‘Brand Central’. Newly produced marketing material is loaded into the library for club and sales partner access, rather than the time consuming process of sending via high tail or drop box. The solution also delivered a powerful group and permission structure that allowed countries to only see material that was appropriate and tailored for them. Brand Central gives the business excellent data on what is being used and what is not, so they can continually refine their communications mix.

Sales partners can also use the system to upload and share their own locally adapted marketing assets. This assists their own operational efficiency and relationships, and has the added benefit that head office can monitor how well brand guidelines and standards are being maintained. Next steps will be to automate ordering and print production processes for key markets, and later an artwork adaption (web 2 print, web 2 digital) facility for core materials. The end result will be a comprehensive global Marketing Hub.

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