Report and Digital Campaign for large scale fitness report
The Les Mills 2026 Global Fitness Report uncovers timely insights into consumers’ motivations, barriers and the power couple driving member growth: Strength and Wellness.
Based on insights from over 10,000 global fitness consumers, the report reveals a sector that’s thriving – and evolving fast.
I was tasked with the creative direction and implementation of the 50-page report, alongside a digital campaign involving email and paid social media marketing, with additional webinar, one-pagers, and a full report translation to German.
Client
Les Mills
Sector
Fitness
Press Releases
Fitt Insider
Health Club Management
Disciplines
Report Design
Social Media Campaign
Digital Campaign
Presentation Design
The result of the data in the report displays an industry that is consistently evolving, and on the move. I wanted to express this visually and this remains core across the report and other materials. I created a series of images that have a motion blur applied to represent this forward motion in the industry. The layout in typography and images also reflect this, often shifting in the grid where possible
The Report
The report consists of a large amount of data, that required close examination to determine the correct way to represent these. Across the report there are pie charts, bar charts, stacked graphs and line charts to represent different data sets.
I also aimed to avoid the over use of icons, and stick to what is most important - the numbers. Whenever percentages were displayed individually, these were housed in large blocks of colour for easy recognition and a clean design.
Data, Data, and more Data
Social Media and email Campaign
To market the report to the wider public and business, a series of social media ads were required. These followed the creative direction from the report, with some expansion in places to give the identity more flexibility and creative variety.
Paid media was produced for Meta, LinkedIn, and ABM outputs.
Email marketing was also utilised, with a similar approach to the paid media advertising.
Printed copy and German version
Once the digital report was created, it was requested that a print report be produced also.
Adapting to print required a re-layout of the pages to work with margins and font sizing, new footer, all images and infographics updated to print specifications, correct pagination and then final output.
The German market also required the full digital report in the German language - the translations were sent to me and I updated the report accordingly.
