In a rapidly evolving fitness industry, digital platforms have become crucial for engaging diverse demographics. Carl McCartney, Head of CX at Les Mills, oversees customer engagement strategies across multiple touchpoints, focusing on enhancing the digital journeys of health clubs, instructors, and direct-to-consumer (D2C) audiences. In an era where the majority of health club members are Gen Z and Millennials, Carl and his team are reshaping the Les Mills experience to meet the unique expectations of younger generations, relying on AI-driven personalization and innovative content strategies to keep customers engaged and coming back.

This session will explore how Les Mills uses data and digital tools to improve customer engagement, retention, and personalization in the fitness industry.

Attendees will learn:

• Leveraging personalization for digital engagement: Discover how Les Mills uses data-driven insights and AI algorithms to craft personalized fitness journeys that drive repeat engagement on their digital platforms.
• Adapting to shifting demographics: Learn how fitness trends and customer behavior are changing, and how Les Mills is updating its content and CX strategy to better serve Gen Z and Millennial consumers.
• Exploring the role of emerging technologies in fitness CX: Gain insights into how augmented reality and conversational intelligence are shaping the future of digital fitness and customer engagement.

Carl McCartney

CX Director
Les Mills

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Businesses are increasingly integrating technology into customer experiences, but striking the right balance between digital efficiency and human connection is key. In this session, Adie Luff, Head of CX at Toni & Guy will share how the iconic hair brand is navigating the digital transformation within the hair industry, leveraging tools like AI, CRM systems, and online booking platforms, all while maintaining the personal touch that keeps clients loyal.

The session will explore Toni & Guy’s shift from traditional service models to blended digital solutions, including a massive digital migration, a new loyalty program, and AI-driven client insights to enhance service delivery. It will address industry-specific challenges, such as training staff on new technologies, overcoming resistance to change, and aligning education programs with CX goals. The discussion will also cover how they use client data and digital tools to personalize interactions, from product recommendations to client recovery, ensuring clients feel valued both online and in-salon.

Attendees will learn:

1. Blending digital and human touch: How digital tools are enhancing customer journeys while preserving the personal connections clients expect in a service-driven industry.
2. Driving engagement and overcoming resistance: Practical strategies for increasing adoption among staff and clients, and building loyalty through smart marketing analytics, personalized digital communications, and education programs.
3. Measuring success in digital CX: Key metrics for evaluating CX success, from sales performance to NPS scores, and how to focus on meaningful data without becoming overwhelmed.

Adie Luff

Head of CX
Toni & Guy

See Bio

The rise of social media has completely transformed the way consumers discover, engage with, and purchase products. Social shopping — the seamless blend of social media and e-commerce — is reshaping customer expectations, turning likes, shares, and comments into powerful tools for conversion. In an era where customers can shop directly through their favorite social platforms, brands must rethink their digital CX strategies to stay relevant.

This session will dive into the growing impact of social shopping on customer experience, focusing on how brands can leverage these platforms to build stronger, more personal relationships with consumers, enhance engagement, and drive loyalty.

Attendees will learn:

• Optimizing social shopping experiences: Discover how to create frictionless, integrated shopping experiences across social platforms, from product discovery to checkout, while maintaining brand consistency.
• Leveraging social media for personalization: Explore how data from social interactions can be harnessed to personalize shopping journeys and deliver targeted content that aligns with customer preferences and behavior.
• Navigating CX challenges in social commerce: Uncover the potential pitfalls — from balancing customer privacy to managing real-time feedback — and how brands can mitigate these risks while enhancing the overall customer journey.

As businesses strive to create inclusive digital experiences, many overlook a key aspect of product design: true digital equity. While inclusive design has made significant strides in recent years, digital accessibility is often still treated as an afterthought rather than a core component of product development. With growing segments of the global population — including seniors, people with disabilities, and diverse cultural groups — relying on digital platforms, failing to address their needs means missing out on vast market opportunities.

The large number of digital accessibility lawsuits in the US—exceeding 4,000 in 2023—highlights the critical need for businesses to prioritize accessibility initiatives. According to the CX Network’s Global State of CX 2024 report, improving the accessibility of contact channels has become a top 10 spending priority for CX professionals, demonstrating a heightened awareness of its importance for customer engagement and brand reputation.

In this session, we will explore how companies can embrace digital product equity, going beyond mere compliance and positioning accessibility as a driver of innovation, customer loyalty, and business growth.

Attendees will learn:

• From compliance to equity: Discover how to shift the focus from meeting accessibility standards to designing products that cater to diverse needs from the outset, minimizing costly retrofits.
• Business case for accessibility: Learn how product inclusivity not only advances human rights but also taps into underrepresented markets, unlocking growth potential and increasing market share.
• Challenges in implementation: Explore the cultural, technological, and organizational challenges businesses face in embedding accessibility into product strategy, and how a systematic, intersectional approach can overcome these hurdles.

Customers no longer interact with brands on just one platform; they move fluidly between websites, apps, social media, and physical locations. To keep up, businesses must offer a seamless experience that connects every touchpoint. A successful omnichannel strategy integrates these channels, ensuring that each interaction feels personalized and consistent, no matter where or how customers engage.

Despite this, true omnichannel offerings are rare, as achieving true omnichannel integration goes beyond just being present on multiple platforms—it requires connecting

each touchpoint in a way that feels consistent and personalized for the customer. The complexity of managing multiple channels, data silos, and customer expectations often presents significant hurdles.

In this session, we will explore innovative approaches to crafting omnichannel strategies that reduce friction and deliver a unified experience across all customer journeys. We will address the challenges of achieving true omnichannel and deliver best-practice guidance for omnichannel success.

Attendees will learn:

• Designing a connected customer journey: Learn how to align various channels, from digital to in-person, to ensure a smooth and consistent experience for your customers.
• Using customer data to drive engagement: Explore methods for leveraging customer data to personalize interactions in real-time, creating more relevant and engaging experiences.
• Overcoming common omnichannel challenges: Understand key obstacles businesses face when implementing omnichannel strategies and discover solutions to ensure a seamless customer experience across every touchpoint.