Les Mills launches new global brand campaign asking ‘Who Is Les Mills?’

November 15, 2022

Fitness / Marketing /

Global group fitness provider Les Mills International has launched a new brand campaign entitled ‘Who Is Les Mills?’.

The company’s first ever full ‘funnel brand’ campaign (presenting the customer journey perspective) will launch on key sales dates around the world - Black Friday, Cyber Monday, Christmas and the New Year - key markets the US, UK, Europe, and Australia.

From having opened its first gym in Auckland in 1968, Les Mills went on to kickstart a global movement that now sees the brand’s workouts offered in 21,000 gyms around the world.

Advertising agency M&C Saatchi were brought onboard to help Les Mills define a unique tone and visual identity in order to communicate a simple brand goal: to help people fall in love with fitness.

Commenting on the campaign, M&C Saatchi Creative Director, Russel Fox stated “the fitness category is often overly reliant on big budgets and celebrity endorsements. Working closely with the in-house creative team at Les Mills, we focused on creating a unique tone of voice. One that’s confident, relatable and a little mysterious. Encouraging everyone, no matter their fitness level, to fall in love with fitness.”

Les Mills International Chief Customer Officer, Luke Waldren added “our mission is to create a fitter planet and this new campaign offers a fresh, intriguing perspective on the many ways that people can work out with us.

“‘Who Is Les Mills?’ is a playful and compelling expression of our ability to deliver world-class workouts to anybody, anytime, anywhere. It’s our biggest marketing campaign to date, designed to grow the fitness market by inspiring young people to reap the rewards of an active lifestyle.”

26th August 2022 - Crowds at Les Mills Live Melbourne confirms resurgence of fitness events

8th July 2022 - Canstar Blue research reveals Les Mills as having New Zealand’s most satisfied customers

16th June 2022 - Les Mills research compares gym vs digital formats as most effective way to train

13th June 2022 - Asian Anytime Fitness members now able get 24/7 access to Les Mills content

7th June 2022 - Les Mills Asia Pacific names Primafit as Indonesian distributor of Smart Tech equipment

4th May 2022 - Les Mills club partnership offers route to group fitness success

2nd May 2022 - Les Mills announces landmark global dance celebration for BODYJAM

21st February 2022 - Les Mills Group Fitness programs launched in Laos

8th February 2022 - New Les Mills app takes Body Combat into the metaverse

31st January 2022 - Les Mills Virtual continues to deliver for Launceston gym

10th December 2021 - Les Mills releases The Trip indoor cycling workout into Malaysian market

7th October 2021 - Les Mills launches new omnichannel fitness platform

30th September 2021 - Les Mills Asia Pacific partners with Move to deliver digital content strategy

9th September 2021 - New Les Mills Global Fitness Report suggests members ready to ‘flock’ back to facilities

27th August 2021 - Les Mills International’s Keith Burnet shares experiences from 42 days in a rowboat

17th August 2021 - Les Mills launches new profit centre to help grow revenue and member retention

26th May 2021 - Les Mills International shares advice on ways clubs can convert digital fitness fans into members

21st May 2021 - Les Mills International founder Phillip Mills receives APAC Awards of Excellence lifetime achievement award

10th April 2021 - Les Mills Asia Pacific announces Business Partnership Manager appointment

19th February 2021 - Les Mills Asia Pacific and Myzone partner to offer integrated solution to boost exerciser engagement

12th February 2021 - Les Mills to offer New Zealanders free access to online workouts

6th January 2021 - Les Mills Asia Pacific appoints Nick Aspinall to new partnerships role

20th November 2020 - New Zealand’s Accident Compensation Corporation invests in Les Mills International

17th November 2020 - AIF renews and strengthens partnership with Les Mills Asia Pacific

5th November 2020 - Les Mills International partners with Qrious to provide data solution for optimising customer experience

12th July 2019 - Les Mills International transforms leadership to drive next growth stage

21st December 2017 - Les Mills International helps UNICEF raise US$850,000 for global Workout for Water campaign

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.