Industries

  • Fitness & Wellness

Solutions

  • Design & Innovation - Design & Delivery

Expertise
Customer Empathy (In home & Remote)
Customer Segmentation Strategy
Value Proposition Development
Product Strategy
UX Design
UX Research
Rapid Prototyping

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Les Mills Case Study

Les Mills Fitness+ was launched in December
2019, providing users a flexible fitness platform
to workout anywhere, anytime. Assurity was briefed to help Les Mills transform their streaming platform into an immersive fitness experience. Assurity introduced a human-centered design approach to foster collaboration
between leadership, marketing and technical teams around the needs of customers.

Approach

Over the course of 18 months Assurity and
Les Mills interviewed diverse customers across New Zealand,
USA, UK and Europe.

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We partnered with the Les Mills Media team, leading a series of sprints to define the future state of Les Mills On Demand and align leadership, marketing and technical teams around the needs of customers. Through this process we defined the segmentation strategy, developed the product roadmap and shaped the UX design for the new app. This culminated in the launch of Les Mills Fitness+ which launched in December 2019. Since launch, the subscriber base has grown by over 300,000 users and achieved a trial to membership conversion of 69%.

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Results

Since launch, the
subscriber base has grown by over 300,000 users and
achieved a trial to membership conversion of 69%

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3X

Increase in subscriber base

95%

of users are highly satisfied with the user experience

69%

conversion rate from trial to membership