Les Mills is a global fitness brand and Amy Smith is their European Marketing Director. We talk purpose, brand management and learning.
Amy is the Regional Marketing Director at Les Mills, the global leader in group fitness. She is responsible for leading the European marketing strategy and driving business performance across the region for consumer, Instructor and B2B audiences. Being part of a brand that’s on a mission to create a fitter planet, Amy is able to combine her love of fitness and travel in order to make a real difference to people’s health and wellness.
In this episode we discuss:

What / who Les Mills is and the company background
The focus on creating and evolving the perfect Les Mills product
How has the business model evolved due to Covid
Moving to a Direct to Consumer model while still supporting their instructors
Brand management in a product business
Brand purpose and what that means at Les Mills
Equality, diversity and inclusion at Les Mills
Managing a global brand across Europe
Amy's previous roles 
The importance of training and mentors 

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Shaun Wane episode 
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History of Les Mills 
Digital Marketing Strategy Course
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Amy Smith
Amy is passionate about people in every sense. With a team based across Europe, coaching and navigating them through the pandemic to emerge stronger than ever has been crucial and one of the most rewarding points of her career to date. During her time at Les Mills she also became a certified Les Mills GRIT coach to truly get in the shoes (trainers) of the Instructors.
Prior to joining Les Mills, Amy was Group Product Manager at L’Oréal. While at L’Oréal she delivered 3 successive years of double-digit growth on French pharmacy brand, Vichy, and won a L’Oréal international digital award for Best Integrated Marketing Campaign.
Amy began her career at Procter & Gamble where she led the DTC and eCRM programme across a diverse portfolio of brands, include Gillette, Pampers & Fairy. She then became Senior ABM for Oral-B, one of P&G’s billion-dollar brands.
Outside of work, Amy loves all things sport, adventure and travel. Currently training for a Triathlon (and trying to embrace the chilly lido temperature) and dreaming of getting back on a plane and exploring more of the world.
Find Amy on LinkedIn.
Andi Jarvis
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