Les Mills Expands Virtual Reach With Fitness On Demand
Les Mills is working hard to make fitness more accessible and available outside the four walls of the gym or studio
Les Mills has a new avenue connecting the brand to fitness enthusiasts from afar, partnering with Fitness On Demand, a worldwide digital fitness platform.
While the partnership will assist any Les Mills gym or studios lacking a bespoke or branded fitness app in a variety of aspects, its most notable benefit will be delivering in-home workouts.
According to Les Mills, 85% of all gym members conduct in-home workouts of some sort. Fitness on Demand will help serve that extensive crowd by featuring Les Mills content packages, making it easier for members to stay active and for Les Mills partner locations to drive retention and engagement outside of the four walls.
“This partnership enables us to extend our reach and provide world-leading workouts to an even broader audience,” said Sean Turner, CEO of Les Mills U.S. “We are proud to be working alongside Fitness On Demand to elevate the omnifitness experience for our club partners and their members.”
Along with allowing partners such as Les Mills to facilitate content via their platform, Fitness On Demand also provides a fully white-labeled app to help brands better reach their members.
“Our collaboration with Les Mills is a positive step forward and aligns perfectly with our mission to make fitness accessible to more people, empowering them to lead healthier lives,” added Andy Peat, CEO of Fitness On Demand. “We are excited to see how this partnership will transform the fitness experience for our current partners, new members, their members and stakeholders.”
The deal represents an early win for Peat, who took over as CEO last fall amid Fitness On Demand’s worldwide rebrand. Brought on to help the company transition from being a pure content provider to a “tech partner” to fitness brands while ushering in expansion and innovation, partnering with Les Mills and its armada of over 21,000 partnered clubs is a large step forward.
For Les Mills, the agreement only further illustrates the brand’s recent goal of making fitness more accessible to those outside gym walls.
While Les Mills is also leaning into in-person fitness experiences, it recently launched Les Mills XR Dance, a new virtual reality app for Meta Quest 3 that brings professional dancers into users’ living rooms. Prior to that, the brand launched Les Mills XR Bodycombat, a VR game also available via the Meta Quest 3.