Client: LES MILLS International

This is not so much a project as a career and life stage. For four years, prior to COVID-19, I spent a good part of the week inside the LES MILLS International marketing team. As the in-house copywriter I was across all parts of the business to some degree, working on the business-as-usual side of a massive international brand. It showed me the internal workings of a marketing department up close, which has benefited all of my work since.

LES MILLS produces a series of fitness programs (BODYPUMP, BODYCOMBAT, etc.) which are taught by instructors in fitness clubs all over the world. Each quarter, a new release comes out for each programme. That meant a new batch of eDMs, posters, social and video content every 3 months directed at instructors and clubs, plus direct to consumer content for the LES MILLS+ platform.

On top of that I wrote playbooks, implementation guides, conference videos, global marketing presentations and so much more.

The brand has a very clear and specific purpose: For a Fitter Planet. Being a part of a place where people worked hard to live up to that goal was pretty inspiring — and got me pretty damn fit too.