Les Mills International
New Product Launch
Les Mills developed a new High Intensity Interval Training programme called GRIT – made up of three primary exercise groupings of cardio, strength and plyometric.
RoycroftBrown’s role was to position and launch the new programme, ensuring it was positioned in such a way as to generate immediate demand and the sale of licence agreements to clubs around the world.
Our approach was to explore the core insight into, and the key motivation of, the most likely GRIT participant – and capture the essence of this in a series of launch messages across print and online media.
The result has been a huge untake by clubs, and their members, globally.