01
The situation
LES MILLS On Demand sells a direct-to-consumer streaming subscription in many countries. Each territory responds differently to price, so a single global price change can win in one market and lose in another.
Case study · Les Mills International
Pricing a global streaming service, territory by territory
Price optimisation and elasticity modelling for LES MILLS On Demand across international markets.
Globalprice optimisation across territories
- Organisation
- Les Mills International, the global fitness content company
- Role
- Senior Data Analyst, analytics lead for LES MILLS On Demand
- Years
- 2018 to 2021
- Worked with
- The streaming business, and the data analyst team he led
02
What was built
James led the data analyst team and ran end-to-end price change optimisation, with sensitivity and elasticity modelling for each international territory.
He also built funnel measurement and multi-territory attribution, and supported price and volume forecasting for the global equipment and merchandise business.
03
The result
Pricing decisions for the streaming service were made territory by territory, on modelled demand rather than a single global guess, with measurement in place to see what each change did.
JJ has been a key pillar in the growth of our Les Mills on Demand business over the past 3 years helping surfacing data and insights to drive business decisions.
From recommendations on James’s LinkedIn profile.
This work was done by James Graham as an employee or contractor before Crucible was formed. It is described from public information, and it is not presented as Crucible client work.
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