Les Mills New Zealand

What Les Mills New Zealand does

Les Mills New Zealand is a privately held, family-owned premium fitness chain founded in 1968 by Olympic athlete Les Mills Senior and headquartered in Auckland. The company operates twelve company-owned gym clubs across New Zealand's five largest urban markets—Auckland, Wellington, Hamilton, Christchurch, and Dunedin—offering full-service facilities including general gym floors, women's-only spaces, group fitness studios, personal training, and recovery zones with sauna access. Its core differentiator is a library of proprietary, trademarked group fitness programs (BODYPUMP, BODYCOMBAT, BODYATTACK, BODYBALANCE, RPM, GRIT, LES MILLS CORE, SH'BAM, REFORMER, CONQUER, CEREMONY) developed in-house in New Zealand and refreshed on a quarterly release cycle.

The business runs on a multi-stream revenue model anchored by recurring gym memberships, supplemented by independent personal trainer rent (trainers are REPs-registered and recruited through a three-step process), LES MILLS REFORMER class fees, Fit3D 3D body scanning ($29 per scan, $199 PT package), and digital subscriptions through Les Mills at Home (150+ workouts, included with membership) and Les Mills+ (1,500+ premium workouts). The technology stack is conventional and consumer-facing rather than AI-native: a proprietary Les Mills mobile app for iOS and Android handles class bookings, waitlists, attendance-goal tracking, challenge participation, and Les Mills at Home access; Vimeo powers at-home video streaming; Apple Health, Google Health, and Google Calendar integrate as passive data sources for gamified Challenges; and a Fit3D near-infrared scanner deployed at New Lynn captures ~24,000 photos per 40-second scan for body composition analysis.

Les Mills serves multiple customer segments: general adult fitness consumers (primary), women's-only gym users (five locations), corporate wellness accounts (12-month employer-sponsored memberships), AIA Vitality insurance members (up to 50% discount plus cashback), and under-23 young adults (Origin tier from $28 per week). GTM is overwhelmingly direct-to-consumer via in-club sign-ups, the website, phone (0800 537 6457), free trial passes (1-, 3-, 7-day), the Six Weeks Free promotion, and a $100 Member Get Member referral program. No public API, SDK, or developer platform is offered, and there is no evidence of proprietary AI/ML capabilities. The global Les Mills brand, distributed through 14,000+ licensed clubs in 80+ countries with 5M+ weekly participants, is operated by affiliated entities rather than the New Zealand subsidiary analyzed here.

Name

Les Mills New Zealand

Legal name

Les Mills New Zealand Ltd

Website

https://lesmills.co.nz

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Les Mills New Zealand is a family-owned premium fitness chain operating 12 company-owned gym clubs across Auckland, Wellington, Hamilton, Christchurch, and Dunedin, serving general consumers, women-only users, corporate clients, and AIA Vitality members with trademarked group fitness programs, personal training, Fit3D body scanning, and Les Mills+ digital subscriptions.

Ownership category

akta.pro rank

Product category

Health and Fitness Clubs

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industries

Online/Remote Personal Training & Programming (HSADAAAM), General Personal Training (In-Person & Virtual) (HSADAAAA)

Keywords

• Group fitness classes
• Gym memberships
• Personal training services
• Digital fitness streaming
• Health club facilities

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Gym Membership Subscriptions: Core revenue stream from recurring gym memberships providing unlimited club access, entry to group fitness classes, Les Mills at Home digital workouts, and sauna/recovery facilities. Membership tiers include Essential (12/24-month), Corporate (12-month), Origin (Under 23), and Family Add-On options. Single club and multi-club access options available. Billed on subscription basis.
2. Personal Training Services: Revenue from independent Personal Trainers operating within Les Mills clubs who pay rent to the company. Trainers are REPs registered, go through a three-step recruitment process (interview, trial workout, exercise competency test), and receive four weeks rent-free startup period. PT services are additional to base membership.
3. Les Mills Reformer Classes: Additional fee-based access to LES MILLS REFORMER pilates classes at Les Mills Newmarket, separate from standard membership. Includes $5 booking fee for class reservations.
4. Fit3D Body Scanning: Body composition scanning services at $29 per scan. PT Package Deal available at $199 including 2x Fit3D scans and 4x 45-minute personal training sessions over 4 weeks. Located at Les Mills New Lynn.
5. Les Mills+ Digital Subscription: Premium digital platform offering 1,500+ workouts with monthly updates. Les Mills gym members receive 20% discount on Les Mills+ subscription. Separate from Les Mills at Home which is included in membership.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Les Mills New Zealand operates 12 owned-and-operated premium fitness clubs across New Zealand that provide gym floor access, proprietary group fitness classes (BODYPUMP, BODYCOMBAT, BODYATTACK, BODYBALANCE, RPM, GRIT, SH'BAM, LES MILLS REFORMER, CONQUER, CEREMONY), personal training, women's-only gym spaces, recovery zones with sauna, and Fit3D 3D body scanning. The offering is extended digitally through Les Mills at Home (150+ streaming workouts included with membership) and Les Mills+ (premium 1,500+ workout subscription). Science-backed class programming is refreshed on a quarterly release cycle.

Product overview

Les Mills New Zealand operates a comprehensive fitness ecosystem combining 12 physical gym clubs across New Zealand with digital platforms. The core offering centers on world-class group fitness classes featuring proprietary programs including BODYPUMP, BODYCOMBAT, BODYATTACK, BODYBALANCE, RPM, GRIT, LES MILLS CORE, SH'BAM, and LES MILLS REFORMER. Physical gym facilities include general gym floors, women's-only spaces, and recovery zones with sauna access. The digital layer comprises Les Mills at Home (150+ workouts, included with membership) and LES MILLS+ (1,500+ premium workouts, subscription-based). Additional services include Personal Training, FIT3D body scanning, Run Club, and the Les Mills mobile app for class booking, progress tracking, and challenges. The ecosystem is designed for members to train in-club, at home, or combine both through integrated digital and physical experiences.

Differentiator

Problem solved

Functional benefit

Brands

• Les Mills+: Premium online streaming platform with unlimited access to 1,500+ workouts including BODYPUMP, BODYCOMBAT, BODYBALANCE and more. Updated monthly with 15 to 55-minute workouts.
• Les Mills at Home
• Fit3D

Products and services

• Les Mills Gym Clubs

Quantifiable outcome

• Over 5 million people participate in Les Mills group fitness classes weekly worldwide
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Sofitel Fiji Resort and SpaminorGTM or Marketing Partner · 1 May 2026Sofitel Fiji Resort and Spa is the prize partner for Les Mills' MGM (Member Get Member) competition. Prize includes 5 nights at Sofitel Fiji with flights included for two persons, valued at $5,525. Prize includes daily buffet breakfasts and South Sea Sailing adventure on Sabre for two. Prize valid from August 2026 to March 2027.
• Flight CentreminorGTM or Marketing Partner · 1 May 2026Flight Centre is the travel partner for Les Mills' MGM Fiji trip competition prize. Full prize details available on Flight Centre website. Return economy flights from Auckland to Fiji capped at $2,763 incl GST per person.
• AIA VitalitycoreGTM or Marketing PartnerAIA Vitality is a health insurance wellness program offering Les Mills members preferential pricing through the AIA Vitality Les Mills Benefit. AIA Vitality members can receive up to 50% off (15% membership discount + 35% cashback) with minimum 24 gym visits per quarter. Members also earn AIA Vitality Points (up to 150/day for tracking activity). The partnership incentivizes regular gym attendance through cashback payments and points rewards.
• Fit3DcoreTechnology or IntegrationFit3D body scanning technology is installed at Les Mills New Lynn for body composition analysis. The scanner uses near-infrared camera technology to capture 24,000 photos in 40 seconds, generating body shape rating, body fat percentage, posture analysis, and girth measurements. Fit3D PT Package Deals are offered through approved Les Mills Personal Trainers.
• BluefitnessminorGTM or Marketing PartnerBluefitness is referenced as the recommended equipment supplier for members seeking to purchase gym equipment. Les Mills directs members to Bluefitness.co.nz for equipment purchases.
• Ceres OrganicsminorGTM or Marketing PartnerCeres Organics supplies organic ingredients featured in Les Mills Journal recipes. Recipe collaborations include Millet Cakes with Turmeric Tahini Sauce, Spiced Chickpea Beetroot and Mango Salad, and Plant Based Burger Patties. Brand partnership for healthy eating content marketing.
• Little Bird OrganicsminorGTM or Marketing PartnerLittle Bird Organics provides plant-based recipes for Les Mills Journal, including Mexican Iceberg Tacos with Walnut Chilli. Recipe by Megan May of Little Bird Organics for health-focused content marketing.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Regional players

• Goodlife Health Clubs: Australian premium multi-club fitness chain with group fitness programming and member tiers comparable to Les Mills NZ; relevant cross-Tasman peer given similar premium positioning and content-led model.
• Habit Health: NZ-based health and fitness operator with multiple gym and physiotherapy locations across the country; competes with Les Mills NZ in select regions on integrated wellness offerings.
• Fitness First Australia: Premium multi-club fitness chain across Australia/NZ with extensive group fitness programming; comparable operating model, premium positioning, and member tier architecture to Les Mills NZ.
• YMCA New Zealand: Not-for-profit community fitness operator with multiple NZ sites offering memberships, group classes, and family programming; comparable operating model and target segments but community-mission-driven positioning.

Direct peers

• CityFitness: New Zealand-based gym chain operating multiple clubs across the country with tiered memberships, group fitness classes, and personal training; competes head-to-head with Les Mills NZ in Auckland, Wellington, and Christchurch.
• Jetts Fitness New Zealand: Low-cost 24/7 fitness operator with widespread NZ club presence; competes directly with Les Mills NZ on price-sensitive segments and is one of the primary disruptors pressuring mid-market gym pricing.
• Anytime Fitness New Zealand: Global 24/7 franchise with multiple NZ locations; competes for casual and convenience-focused gym-goers with low monthly pricing, applying structural pressure on Les Mills' premium tier.
• F45 Training New Zealand: Functional training franchise with NZ studios offering group HIIT-style classes; competes for group-fitness-oriented members, overlapping with Les Mills' BODYATTACK, GRIT, and CEREMONY programs.
• Snap Fitness New Zealand: 24/7 franchise gym operator with NZ locations; offers affordable memberships and competes for the same general fitness consumer Les Mills targets.

Broad incumbents

• Les Mills International: Global parent entity that licenses Les Mills group fitness programs (BODYPUMP, BODYCOMBAT, etc.) to 14,000+ clubs worldwide and operates Les Mills+; comparable as the originating brand and platform on which Les Mills NZ's content advantage rests.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lesmillsnz
• Instagraminstagram.com/lesmillsnz

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Les Mills New Zealand