Les Mills Makes Corporate Wellness Push With GoJoe
A content partnership between Les Mills and workplace wellness platform GoJoe aligns with the international fitness brand’s Gen Z commitment
International fitness brand Les Mills has partnered with GoJoe, a London-based, corporate wellness-focused fitness app that secured £2.4 million ($3.1 million) in funding this month to fuel its expansion in the United States, United Kingdom and Canada.
The deal gives GoJoe premium users unlimited access to Les Mills workouts and wellness content — including HIIT, yoga and breathwork — on the GoJoe app at no additional cost. Content will be routinely refreshed and made available in multiple languages.
Phil Steele co-founded GoJoe alongside Will Turner in 2018 as a motivating platform that encourages users to improve their overall health through gamification and friendly competition.
The app has grown to serve individuals in over 150 countries while serving businesses with an employee wellbeing solution in one hub, with activity tracking, engaging team-based challenges and the opportunity for users to work out virtually with professional athletes and celebrities. There is also a curated content library on a variety of health and wellness topics presented by athletes and experts.
The startup is now working with health insurers to measure its app’s reach regarding claims and premiums while also integrating management systems to see its impact on employee absenteeism.
“We’re really excited to partner with GoJoe and provide fresh motivation for employees to enjoy everyday movement,” Les Mills national director Daniel Hoskinson said. “Les Mills enables everyone to create a fitness regimen that suits them with workouts they’ll actually enjoy. At a time when employees are focused on their physical and mental health, and seeking inclusivity and community, our partnership perfectly supports this demand.”
Focusing on corporate wellness can be viewed as part of Les Mills’ commitment to Gen Z. The international fitness brand released a large-scale study on Gen Z fitness preferences that included insights from over 4,000 individuals worldwide, ranging in age from 16 to 26, and informed trial programs.
“Gen Z told us their likes, dislikes and barriers to entry – and we’ll use this information going forward to ensure we’re creating programs that service clubs with the ability to reach all age groups – especially Gen Z,” Les Mills US CEO Sean Turner has told Athletech News.
Not only is the Gen Z demographic keen on health, fitness and wellness, but by 2025, they will make up 27% of the workforce. The cohort’s enthusiasm for wellbeing isn’t isolated to after work hours: Gen Z and Millennials have come to expect workplace wellness benefits and are even willing to change employers in favor of one that supports their wellbeing, healthy eating app Lifesum found.
