Les Mills


Les Mills are a globally renowned fitness brand working to energise the world with their high performance, high energy workouts. Their 100,000 talented fitness instructors run trademark Les Mills workout sessions in over 80 different countries.

The UK extension of the brand needed an experienced ecommerce agency to create a bespoke ecommerce site that would market their new range of SmartTech branded gym equipment. They required a solution that would be easy for their team to navigate with little prior ecommerce experience.


Red Hot Penny designed a new ecommerce site in keeping with the distinctive global Les Mills brand. The new site was built on our Content Management System to allow for future expansion, and included bespoke integration with SEKO Logistics, their UK logistics partner of choice.

SEKO provide three key services for Les Mills: shipping equipment to and from their UK Group fitness events, fulfilling equipment stock requests for instructors that may then be sold to customers and finally, refurbishment of Gym equipment (including delivering new equipment and taking away old equipment which is refurbished and sold on).

The site needed to cater to the needs of an unusual customer base of wholesale/business customers who were likely to place high volume orders. As such, the shipping options and customer service facilities were also amended to allow the internal team to produce individualised shipping costs per order and per location.


"Red Hot Penny has enabled Les Mills to not only increase their online presence but manage and streamline a fully integrated system between online, warehousing and dispatch."

Aimee Barry, Business Development Director, Les Mills 

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