How data insights and the cloud drive uptake of Les Mills’s on-demand fitness

The pandemic supercharged the uptake of online fitness, but it took data analytics and a cloud architecture to handle the growth.

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Although Les Mills International has had an in-home on-demand fitness offering since 2015, it took a worldwide pandemic to really drive uptake: Subscriptions to the program rose from 60,000 in January 2020 to 350,000 in September 2020.

“We’ve gone out to so many markets as a result of COVID,” says head of technology Anthony Naulls, noting the pandemic has proven to be a “prime opportunity” to expand the program in its largest market, the US, as well as in other markets such as the UK, the Nordic countries, Germany, and China. New Zealanders comprise less than 1% of the Kiwi firm’s market.

Naulls says data insights have been key to finding new customers and retaining existing ones with different offers. His team, which comprises of 20 internal IT staff and about 60 in the technology team managing the in-home offering, take advantage of a range of cloud-based tools.

Technology drives expansion of in-home program

Les Mill’s data warehouse provider, Snowflake, pulls customer data from the Magneto e-commerce platform, Amazon Web Services, Salesforce, and Microsoft Dynamics 365. “We can crunch those numbers and get insights,” Naulls says.

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