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Live Berlin
Pitch is the retained global comms agency for Les Mills, using culture to connect with new and bigger audiences
Challenge
To grow the community of Gen Z fitness fans and introduce Les Mills to a new generation of movers across the globe.
Cultural Spark
Sober-curious club nights
Idea: The Happiest You can Legally Feel
‘Les Mills Live’ was created to shake up the fitness industry and show all the world that group fitness is the happiest you can legally feel.
Over the weekend we brought together the three different worlds of Group Fitness, Live concerts and Berlin’s famous techno scene at one of Berlin’s biggest nightclubs – Kraftwerk. It was a fitness festival with serious nightclub energy.
Attendees were treated to welcome dinners, two days of classes at Les Mills Live and multiple activations such as adidas kit customisation, nail stations and a recovery zone.
