As a Product Manager for Les Mills On Demand, I created a high-performing email content series designed to drive product education, increase workout adoption, and convert new users into paying subscribers across the LES MILLS On Demand platform.

I crafted and designed a multi-week sequence of editorial-style emails—featuring behavioral psychology, science-backed fitness insights, and habit-formation coaching—that introduced users to workouts, built trust through research-forward storytelling, and kept motivation high with practical, actionable guidance.

This campaign became an early lifecycle engine for new users: nurturing leads, increasing session engagement, and motivating trial users toward subscription.

This campaign helped successfully acquire 600+ new user signups in one day during Cyber Monday launch, while expanding top-of-funnel reach through viral editorial distribution, email broadcasts, and grassroots content amplification.

These efforts strengthened the brand’s digital presence and delivered consistent, value-driven communications that supported both engagement and customer acquisition.