Digital 12-Week Challenge: Change that doesn’t suck
Fitness & Lifestyle Group (FLG) approached Outlier with two major technology implementations – Workday HCM and Salesforce Lead Management – and a clear goal: deliver a smooth transition for a 5,500-strong workforce across Australia, New Zealand and Thailand.
The challenge
This wasn’t just a tech rollout. FLG is spread across locations with different subcultures, and frontline club teams experience change very differently to head office. Outlier needed to cut through noise, meet people where they were, and build adoption early – so go-live wouldn’t bring surprises.
The Outlier approach
Boots on the ground, first. We spoke with as many people as possible to understand lived experience, pain points, and the language teams actually use in clubs. From that discovery, we designed a change experience that felt native to the business: the Digital 12-Week Challenge – a campaign-led program inspired by the fitness world, built to put people first (not software).
What we delivered
A full change campaign with clear adoption signals and high-energy touchpoints, including:
- Challenge themes to structure momentum across the rollout
- Quizzes and drop-in sessions to build confidence and capability
- Commitment cards (“how your club is going to win”) to create visible ownership
- A branded campaign identity (including shirts worn across videos, drop-ins and go-live activity) so the program was instantly recognisable and easy to rally around
- Weekly sponsor meetings using Outlier’s P4E framework, tracking progress against agreed engagement/adoption metrics
The impact
- 5,500 employees engaged across three countries – supported through two concurrent implementations.
- Nearly 80 commitment cards returned – an adoption signal that showed clubs weren’t just informed, they were in it.
- A “no surprises” go-live posture, with a “very engaged, very informed cohort” already talking about the change inside clubs.
- Sponsor-level momentum too: the campaign made the experience “smooth and exciting” for frontline teams and executive sponsors.
- Engagement off the charts, with adoption behaviours turned into a game the clubs genuinely got behind – delivering the outcomes the executive team cared about.
The Outlier twist
We didn’t “manage resistance”. We made adoption a challenge worth joining – with its own brand, rhythm and language – so people could feel the change coming with them, not at them.
The Outlier Group
A specialist Change Management agency who design and deploys change campaigns that are memorable and move the needle.