Fitness instructors are the “rockstars” of their industry. That’s why Les Mills spent 3 years making a YouTube docuseries to put them in the spotlight.
Les Mills has produced a three-year YouTube docuseries titled "RISE: Search for the Ultimate Trainers" to showcase its fitness instructors, whom it considers the "rockstars" of the fitness industry. The series highlights the journey of eight selected trainers competing for a spot on Les Mills' global filming team, aiming to elevate their profiles within the growing online fitness community.
For someone interested in the creator economy and social commerce, the key takeaway from Les Mills’ YouTube docuseries "RISE" is the strategic shift from traditional brand presence to an influencer-style content strategy. By positioning their fitness instructors as "rockstars" and leveraging YouTube's vast reach, Les Mills is enhancing brand visibility and engagement through entertainment-focused, long-form content. This approach underlines the importance of brands operating like creators to effectively capture audience attention and drive growth on digital platforms.