Lifecycle Marketing Evolution: How Scalero Powers Les Mills Engagement

Les Mills is a global fitness powerhouse known for its innovative workouts and streaming platform, LES MILLS+. To maintain strong engagement across its Base and Premium subscriber tiers, Les Mills teamed up with Scalero to elevate its lifecycle marketing strategy and execution across email, push notifications, in-app messaging, and web.

The focus was on unlocking the full potential of Customer.io. Scalero supported the team by building emails with both the drag-and-drop editor and hand-coded HTML, often enhanced with liquid template logic for advanced personalization. Scalero also built and deployed push and in-app notifications, ensuring subscribers experienced timely communications across all channels.

Email journeys were crafted and automated to onboard, retain, and motivate subscribers across multiple lifecycle stages. From campaign strategy to execution, Scalero aligned messaging to business objectives and ensured every touchpoint reflected the energy and passion of the Les Mills brand.

Beyond the backend, Scalero brought the Les Mills brand to life through visual storytelling by creating a scalable email design system, ensuring every campaign felt consistent and inspiring. Each asset was designed to empower users to meet their fitness goals while staying immersed in the brand’s motivational tone and aesthetic.

Together, Scalero and Les Mills continue to push boundaries in lifecycle marketing—combining data, design, and strategy to create a seamless, high-impact experience for every subscriber.