Case Study:

Les Mills International - Research into Motivation

Les Mills is an household name for many gym-go'ers around the world. The company provides music-based workouts to gyms around the world, providing them with high quality, fast paced workouts. One of the products also offered by the company is the Les Mills Fitness+ (LMF+) service. LMF+ allows subscribers of the service to follow along with their favorite Les Mills workouts from their own devices (as opposed to only in their gym's classrooms). LMF+ is hugely successful and many people around the globe swear by it. The service runs on almost all devices, from laptop to mobile phones, and from tablets to TVs. One of the problems with LMF+, however, was customer motivation. Working out with the service itself was a good experience, but many people reported not feeling the motivation to get dressed and work out by themselves. Therefore, a project was started to uncover what actually motivates people and how we might turn those ideas into actual digital concepts for the application.

The problem statement

People can't always motivate themselves to workout by themselves. How can we motivate them to keep their subscription and work out more?

The solution

A concept of a digital community, not unlike Facebook, on which people would be able to motivate one-another. This new system would allow for competition in-app, and workouts together. In user-testing, this new concept was received very positively, with many people agreeing that they feel like this would motivate them.

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Les Mills International - Research into MotivationLes Mills International - Research into MotivationLes Mills International - Research into MotivationLes Mills International - Research into Motivation