How a Product Quiz Drove 16x More Leads for Les Mills

A movement 55 years in the making - with a D2C business to match

Les Mills is a global fitness company founded in Auckland in 1968, best known for branded group workout programs — BODYPUMP, BODYCOMBAT, THE TRIP, and more than 20 others — taught by 130,000 instructors across 22,000 clubs in 100+ countries.

Alongside its licensing business, Les Mills sells home workout equipment and LES MILLS+ streaming subscriptions direct-to-consumer through shop.lesmills.com, spanning multiple country storefronts. Equipment bundles paired with subscriptions create a high-consideration purchase journey where the path to purchase is rarely linear.

The challenge: high intent, wide range, low clarity

Visitors to the LES MILLS Equipment shop arrive with genuine intent. They have seen the brand in gyms, they know the programmes, they want to work out at home. But the product range spans everything from a £30 resistance band to a £950 full bundle - and the path from "I want to get fit" to "I am buying this specific kit" is not obvious to someone new to the brand.

Without onsite activation, visitors browse, hesitate, and leave without converting. The Les Mills team needed a way to do three things at once: help visitors find the right product, capture their contact details, and route that zero-party data into downstream CRM flows - without interrupting the shopping experience with a blunt discount offer.

The winning strategy

1. A product-discovery quiz as the flagship activation

Launched in April 2026, the "Find Your Product Quiz" on the UK store is the centrepiece of Les Mills's current Wisepops activation. Rather than showing a generic email capture or a promotional overlay, the quiz opens a conversation: what kind of fitness are you here for?

Visitors are walked through a branching sequence - goals, current fitness level, home setup, programme preferences - and routed to a personalised product recommendation at the end. The format does two things simultaneously: it reduces decision paralysis for visitors who are genuinely unsure where to start, and it captures email addresses and intent data that feeds directly into CRM follow-up flows.

The branching logic is built natively in Wisepops. No third-party quiz tool, no developer dependency. The team can update question flows, adjust routing logic, and iterate on copy directly from the platform. In its first six weeks, the quiz has been through 32 versions - a cadence that would be impossible with an external tool.

2. Email capture campaigns throughout the year

Before the quiz launched, the Les Mills UK team ran dedicated email capture campaigns tied to product launches and brand moments. The summer 2025 "SSG2 Early Access" campaign is a strong example: 1,269 emails collected from 5,062 impressions at a 25% submission rate across a six-week window, running in parallel with a geo-location variant and a notification bar.

The October 2025 awareness campaign ran for four weeks and captured 537 emails at a 16% submission rate - reflecting a longer, lower-intensity always-on approach versus the spike-and-capture model of seasonal activations.

Across all campaigns on the UK site that have collected email data, the team has captured 2,734 email addresses since 2025 alone. The quiz, in just six weeks, has already contributed 604 of those - 22% of the total.

October Awareness Sign Ups Pop Up UK

UK: October Awareness Lead Gen with Preferences

3. A full promotional activation calendar

The UK site runs campaigns against a full promotional calendar: launch banners, spend-and-save mechanics, affiliate discount codes, influencer-specific campaigns, back-to-school pushes, Cyber Week, and post-Christmas clearance. Each campaign type has its own format - banners for persistent messaging, modal overlays for high-impact moments, geo-redirect bars for international traffic management.

Cyber Week is consistently the highest-impression period. The 2024 Cyber campaign delivered 30,000 impressions at 7% CTR across three weeks in November. The 2025 campaign ran a multi-wave structure - early access, launch banner, bundles push, Bose giveaway - with the launch banner alone generating 23,529 impressions and 1,534 engagements at 6.5% CTR.

In total, the UK site has served over 551,000 campaign impressions across 66 campaigns since data collection began in January 2023, with an overall CTR of 5.6% across all campaign types.

4. Multi-site management from one workspace

Les Mills runs Wisepops across 12 sites in a single workspace, spanning the US, UK, Germany, Sweden, and other markets alongside UAT environments used for testing. The UK site (shop.lesmills.com/uk) is the most active, but the team uses shared campaign logic, templating, and workspace-level settings to maintain consistency across storefronts.

The workspace has been live since September 2019 - one of the longer-tenured accounts in the Wisepops client base. The quiz playbook developed on the UK store is the natural next step to replicate across other markets where the product range is equally broad and visitor guidance has the same strategic value.

The quiz's 91% CTR is exceptional even by the standards of interactive formats. The typical Wisepops popup CTR benchmark sits around 5-8%; the quiz outperforms that by a factor of 16. This reflects a structural difference: the quiz doesn't ask for anything at the outset. It offers something first - clarity about which product is right for the visitor - and the email capture is the natural last step of a flow the visitor has already invested in completing.

The 36.6% email capture rate (emails collected vs impressions) compares to a site-wide average of 0.5% across all campaign types on the UK store. Visitors who engage with the quiz are more qualified, more invested, and more likely to act - which is exactly the profile you want entering a CRM welcome sequence.

Why it works

Qualification before conversion

Most onsite activation tries to convert immediately: show a discount, capture an email, push a purchase. The Les Mills quiz takes the opposite approach. Qualify first, convert second. By the time a visitor reaches the email capture step, they have already answered three or four questions about their fitness goals, told the brand what equipment context they're working with, and received a personalized recommendation. The email ask is the natural conclusion of a flow they chose to start.

No engineering dependency

The branching logic, question copy, product routing, and email capture form are all built and maintained inside Wisepops. The Les Mills digital team iterated through 32 versions of the quiz in its first six weeks without a single development ticket. For a team managing campaigns across 12 sites, that operational independence is not a nice-to-have - it is what allows the programme to move at the pace the business needs.

Zero-party data with context

Every completed quiz generates structured intent signals: fitness goal, equipment context, workout preference, experience level. That data travels into CRM with the email address, making every subsequent communication more relevant than a generic "welcome to Les Mills" sequence. The quiz is not just a conversion tool - it is a data collection mechanism embedded at the natural moment of decision.

What's next

The "Find Your Product Quiz" has already rolled out beyond the UK - live versions are now published across the US, Germany, and Sweden/Nordic storefronts, each running the same proven playbook adapted for their market. On each site, a companion campaign (the "Quiz Completion Discount Code") creates a post-quiz offer flow, nudging visitors who complete the quiz toward their first purchase with a time-limited incentive. The team continues to iterate on quiz branching, routing logic, and the post-quiz experience - with the same rapid cadence that produced 32 versions on the UK store in its first six weeks.