07 Jun 2019
Les Mills On Demand partners with This Girl Can campaign
BY Tom Walker
Fitness group Les Mills has joined forces with Sport England’s This Girl Can campaign to help break down women’s barriers to fitness.
The partnership will result in Les Mills offering a free 21-day trial to its Les Mills On Demand platform – as well as a bespoke programme designed specifically for women who are new, or returning, to exercise.
The tailored programme includes shorter-form videos and beginner tutorials designed to reduce common barriers to exercise that women face, including feeling intimidated, lack of time and low confidence in their fitness abilities.
The videos – which are supported with personalised familiarisation of the content – can be used at home and include motivational emails from Les Mills to encourage women to get started and inspire them to keep going.
They have been designed to build women’s confidence in exercise to the point they are ready to try a live class and engage with the leisure sector.
“This Girl Can aims to close the gender gap in terms of regular participation in sport and exercise,” said Frances Drury, This Girl Can marketing manager.
“We know that many women starting exercise or returning after a break find it hard to get going.
"The current phase of the campaign, #FitGotReal, shows that exercise doesn’t have to be conventional or a strict routine. It can be running around with the kids or doing sit-ups on the kitchen floor – it all counts."
Wendy Coulson, CEO at Les Mills UK, added: “We know our programming has been a successful first step in helping thousands of women fall in love with fitness so were delighted to be asked by Sport England to support This Girl Can.
“Our content is tailored for absolute beginners and those returning to exercise after a break, making this bespoke 21-day programme the perfect first step into fitness for many women.
“Our programming will support and encourage the This Girl Can audience at every step, helping them form a great new exercise habit, build confidence and witness a significant improvement in their fitness levels for everyday life."
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