Q&A: Defining the Future of Fitness Through CX
I sat down with Brett Sutton, CEO of Les Mills, to explore how one of the world’s most iconic fitness brands is redefining member engagement through a dedicated Customer Experience (CX) strategy - powered by D&Co’s Experience.eQ™.
Russ Douglas: Brett, Les Mills has always been an iconic brand in fitness. What prompted you to embark on a dedicated CX strategy at this point in your journey?
Brett Sutton: Les Mills has always been about helping people become fit for life, but the way people experience fitness is evolving rapidly. Members now expect seamless, personalised experiences. To stay ahead, we knew we needed a clear, strategic approach to how we deliver value at every step of their journey. Partnering with D&Co, and applying their Experience.eQ™ system, was an opportunity to re-imagine that journey and ensure we meet, and exceed, those expectations.
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Russ: From your perspective, why is defining a CX strategy critical to achieving Les Mills’ purpose?
Brett: Our purpose is to Make Humans Fit for Life. That goes far beyond offering workouts, it’s about fostering a lifelong relationship with fitness. CX is the glue that holds that relationship together. If we don’t deliver exceptional experiences, we risk losing members before they even discover the full potential of what we offer. A strong CX strategy ensures we focus on the moments that matter most to our members and build lasting connections.
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Russ: Let’s talk about the process. What stood out to you as we worked together to define the strategy?
Brett: Two things, really. First, the depth of insight your team brought to the table. The deep research, mystery shopping, and exec, club manager and member interviews gave us a clear picture of where we stand and where we need to go. Experience eQ™ gave structure to that insight and helped us distil it into something actionable. Second, the focus on co-creation. Involving our team, frontline staff, and members ensured the strategy felt authentic and actionable. It wasn’t something imposed from the top down, it was built with the people who bring it to life every day.
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Russ: A big part of the strategy is focusing on ‘Moments that Matter.’ How would you define those moments for Les Mills?
Brett: They’re the critical moments that make or break a member’s experience. The CX Moments that Matter Strategy has resulted in an incredibly detailed view of our end-to-end customer journey and what matters most to our members. But 4 key stages stood out and that’s our focus as we now move into a series of design sprints with D&Co to re-design key moments and experiences. It’s super exciting.
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Russ: Now that the strategy is defined, what excites you most about moving into the execution phase?
Brett: I’m excited about the potential to turn strategy into impact. We’ve laid the groundwork with clear priorities and a member-centric vision. The next phase is about ideating, prototyping, testing, learning, and refining - with our members. What excites me most is the opportunity to create consistent, wow-worthy experiences that genuinely improve member’s lives, whether they’re walking into one of our clubs for the first time or reconnecting with their fitness goals after a setback. With Experience.eQ™ guiding the execution, we’re able to move faster, stay focused, and continually adapt based on member needs.
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Russ: If there’s one takeaway for others embarking on a CX strategy, what would it be?
Brett: Start with the customer, and don’t stop listening. Too often, businesses think they know what their customers want without asking. But here’s another pitfall: businesses often think they already know what to do but feel paralysed because there’s so much they could do. That’s where a system like Experience.eQ™ is invaluable. It gives clarity on what matters most to the customer and a framework to act. For us, it’s not just about having a strategy, it’s about knowing exactly where to focus our attention to make the greatest impact.
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Through a clear focus on member-centricity and a commitment to delivering exceptional experiences, Les Mills is poised to redefine the fitness journey. Powered by Experience.eQ™, this strategy provides the clarity to act with purpose and focus, setting the stage for meaningful, measurable change.
