Les Mills

What Les Mills does

Les Mills International Limited is a New Zealand-headquartered, family-owned global group fitness programming company founded in 1968 (with Phillip Mills, son of founder Les Mills Snr, serving as Managing Director). The company's core business is licensing branded workout content — a portfolio of 25+ programs including BODYPUMP, BODYCOMBAT, BODYBALANCE, BODYATTACK, RPM, THE TRIP, LES MILLS SPRINT, LES MILLS GRIT, BODYJAM, BODYSTEP, LES MILLS CORE, and newer Innovation Collection programs (LES MILLS YOGA, LES MILLS PILATES, LES MILLS SHAPES, LES MILLS FUNCTIONAL STRENGTH, STRENGTH DEVELOPMENT, LES MILLS THRIVE) — to 22,000+ fitness clubs across 100+ countries, delivered through 100,000+ certified instructors and reaching approximately 7 million weekly participants. Underlying technology includes science-backed programming developed at the Les Mills Lab, a Headless CMS Content Portal for API-based content distribution to partner platforms (e.g., YMCA 360), and the PowerPlug integration layer that connects Les Mills workouts to third-party biometric devices such as the Ultrahuman Ring.

The business operates a hybrid B2B/B2C revenue model. Primary revenue is generated through club licensing contracts covering program access, instructor training and certification, quarterly synchronized content releases (with new choreography and music), and marketing support. The Les Mills+ direct-to-consumer subscription offers 2,500+ on-demand workout videos at $15/month or $90/year, accessible via iOS, Android, and web. Les Mills Content provides royalty-free B2B video-on-demand licensing for partners embedding Les Mills workouts within their own branded platforms (YMCA 360, ClassPass). Equipment sales (SMARTBAR, SMARTSTEP) and ancillary offerings — including VR experiences (BODYCOMBAT XR, XR DANCE, MINDFUL MOVEMENT), the Marketing Studio for clubs, Fit Planet content hub, and the Les Mills Connect instructor portal — round out the revenue mix. Regional operations run through wholly-owned subsidiaries in the US (Les Mills United States Trading Inc.), UK (Les Mills UK Fitness Limited), and the Nordics (Les Mills Nordic AB), with the global HQ at Level 2, 200 Victoria St West, Auckland.

Strategic direction in 2025-2026 has shifted toward ecosystem partnerships and personalization. The HYROX global partnership (April 2026) extends distribution to 30,000+ gym partners and 175,000 coaches via the CEREMONY HYROX and CEREMONY HYROX MAX programs. The Life Fitness strategic partnership (March 2026) ties Les Mills content to Life Fitness connected equipment. Biometric and AI integrations — Ultrahuman PowerPlug (April 2026), Zing Coach (March 2026), Spivi (April 2026) — push personalization and gamification into the next product cycle. Distribution has also expanded through ClassPass, Bango's Digital Vending Machine, and freebeat's home fitness ecosystem, while new launches (Les Mills Yoga in Sweden, August 2025; BODYPUMP HEAVY) indicate ongoing portfolio renewal.

Name

Les Mills

Legal name

Les Mills International Limited

Website

https://lesmills.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

251–500 employees

Short description

Les Mills is a New Zealand-founded global group fitness programming company licensing 25+ branded workout programs (BODYPUMP, BODYCOMBAT, BODYBALANCE, RPM, etc.) to 22,000+ fitness clubs across 100+ countries, plus a Les Mills+ DTC streaming subscription, reaching ~7 million weekly participants through 100,000+ certified instructors.

Ownership category

akta.pro rank

Product category

Group Fitness Programming

NAICS

Fitness and Recreational Sports Centers (713940), Sporting and Athletic Goods Manufacturing (33992)

SIC

Services-Membership Sports & Recreation Clubs (7997), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industries

Dance Fitness Classes (e.g., Zumba) (HSADABAD), Corporate/Workplace Wellness Coaching (HSADAGAL), Fitness Equipment & Performance Accessories Retail (CRAMABAD), Yoga, Pilates & Studio Wear Retail (CRAMACAE), Fitness & Wellness Operations Support (On-site Gyms/Wellness Rooms) (IMAIALAL)

Keywords

• Group fitness programming
• Fitness content licensing
• Workout streaming platform
• Instructor certification training
• Fitness equipment sales

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Supply Chain, Others

Revenue model

1. Club Licensing: Fitness clubs and gym chains pay licensing fees to offer Les Mills branded group fitness programs. Licensing includes access to quarterly releases, instructor certifications, marketing assets, and digital content.
2. Les Mills+ Subscription: Direct-to-consumer subscription service offering access to 2,500+ on-demand workout videos via web and mobile app. Subscription tiers include monthly ($15/month) and annual ($90/year) options.
3. Equipment Sales: Sale of proprietary fitness equipment including SMARTBAR, SMARTSTEP, and branded accessories through the Les Mills Shop.
4. LES MILLS Content B2B Licensing: Royalty-free content licensing to other platforms and fitness networks, enabling partners to embed Les Mills workouts within their own branded ecosystems.
5. PowerPlug Premium Add-on: Integration premium subscriptions through partnerships with wearable device makers, providing biometric-informed workout recommendations for additional monthly or annual fees.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

Les Mills creates, licenses and distributes 22+ branded group fitness programs (including BODYPUMP, BODYCOMBAT, BODYBALANCE, RPM, THE TRIP, LES MILLS GRIT, LES MILLS SPRINT, BODYATTACK, BODYJAM, BODYSTEP, LES MILLS CORE, LES MILLS DANCE, LES MILLS YOGA, LES MILLS PILATES, LES MILLS FUNCTIONAL STRENGTH, LES MILLS SHAPES, LES MILLS THRIVE, LES MILLS TONE, BODYPUMP HEAVY, STRENGTH DEVELOPMENT, CEREMONY HYROX and BORN TO MOVE) to 22,000+ fitness clubs across 100+ countries, with content refreshed quarterly and delivered through certified instructor training, B2B content licensing (LES MILLS Content) and direct-to-consumer streaming (LES MILLS+). The company also manufactures and sells proprietary SMARTBAR and SMARTSTEP equipment and operates VR/XR fitness experiences.

Product overview

Les Mills is a global group fitness programming company operating a platform-plus-content model. The core offering comprises 25+ group fitness programs including signature programs (BODYPUMP, BODYCOMBAT, BODYBALANCE, BODYATTACK, RPM, THE TRIP), HIIT offerings (LES MILLS GRIT, LES MILLS SPRINT), and newer Innovation Collection programs (LES MILLS PILATES, LES MILLS YOGA, LES MILLS SHAPES, LES MILLS FUNCTIONAL STRENGTH, STRENGTH DEVELOPMENT, LES MILLS THRIVE). The digital ecosystem includes LES MILLS+ streaming platform (2,500+ workouts), LES MILLS Content (royalty-free VOD for partner ecosystems via API/embed), Les Mills Connect instructor portal, and VR experiences (BODYCOMBAT XR, XR DANCE). Supporting products include SMARTBAR and SMARTSTEP equipment, Marketing Studio assets, and Fit Planet wellness content. Programs reach 7 million weekly participants across 23,000 gyms in 110 countries through 100,000 certified instructors.

Differentiator

Problem solved

Functional benefit

Brands

• BODYPUMP: Heart-pumping, high-rep resistance training program with barbell and weight plates
• BODYCOMBAT
• BODYBALANCE
• LES MILLS GRIT
• RPM
• THE TRIP
• LES MILLS SPRINT
• BODYATTACK
• BODYSTEP
• LES MILLS CORE
• LES MILLS DANCE
• LES MILLS PILATES
• LES MILLS SHAPES
• LES MILLS YOGA
• LES MILLS FUNCTIONAL STRENGTH
• LES MILLS STRENGTH DEVELOPMENT
• LES MILLS CEREMONY
• BORN TO MOVE
• BODYJAM
• LES MILLS TONE
• LES MILLS THRIVE
• LES MILLS+
• LES MILLS SMARTBAR
• LES MILLS SMARTSTEP
• BODYCOMBAT XR
• CEREMONY HYROX

Products and services

• BODYPUMP Iconic Les Mills group fitness program delivering high-rep resistance training using barbells and weight plates, designed to build strength and lean muscle through music-driven choreography licensed to fitness clubs and streamed via Les Mills+.
• BODYCOMBAT High-energy martial arts-inspired cardio group fitness program that combines combat moves such as punches, kicks, and knee strikes with music for an intense full-body session.
• BODYBALANCE Mind-body group fitness program blending Yoga, Tai Chi and Pilates to strengthen the body and calm the mind through controlled movements and breathing, licensed to clubs and streamed on Les Mills+.
• BODYATTACK High-energy, sports-inspired cardio group fitness program combining athletic movements such as running, squatting, and jumping for a cardio-focused class experience.
• BODYJAM Dance group fitness program combining dance music with moves inspired by street dancing for an energetic cardio experience licensed to clubs and streamed on Les Mills+.
• BODYSTEP Step-based cardio group fitness program using adjustable step platforms with athletic movements and stepping patterns suitable for all fitness levels.
• RPM Indoor cycling group fitness program combining music, video, and coaching to deliver a cardio experience on stationary bikes, licensed to clubs and offered through Les Mills+.
• THE TRIP Immersive indoor cycling experience featuring hyper-real computer-generated visuals, synchronized music, and expert coaching through imaginary worlds, delivered on connected stationary bikes in licensed clubs.
• LES MILLS SPRINT High-intensity indoor cycling group fitness program using brief, intense intervals to build power and speed.
• LES MILLS GRIT 30-minute high-intensity interval training (HIIT) program with three variants — GRIT Strength (HIIT + weights), GRIT Cardio (bodyweight), and GRIT Athletic (step-based explosive training).
• BODYPUMP HEAVY Strength-training variant of BODYPUMP focused on heavier weight loads for advanced participants seeking progressive overload.
• LES MILLS CORE Core sculpting group fitness program targeting abs, glutes, shoulders, and arms using resistance training for core stability and strength.
• LES MILLS DANCE Dance group fitness program combining global dance music with contemporary choreography for an expressive cardio experience.
• LES MILLS FUNCTIONAL STRENGTH Progressive strength training group fitness program using compound movements and free weights to build functional strength applicable to daily activities, part of Les Mills' Innovation Collection.
• LES MILLS PILATES Modern Pilates-based group fitness program designed to improve core strength, flexibility, and body alignment, part of Les Mills' Innovation Collection.
• LES MILLS SHAPES Sculpting group fitness program targeting multiple muscle groups for total body conditioning and definition, part of Les Mills' Innovation Collection.
• LES MILLS THRIVE Low-impact group fitness program supporting holistic wellbeing and sustainable fitness practices, part of Les Mills' Innovation Collection.
• LES MILLS TONE Moderate-intensity, all-over group fitness program combining cardio, strength, and core training in one session.
• LES MILLS YOGA Four-part yoga group fitness program inspired by tradition but shaped by science, designed to help clubs tap into the global wellness economy, offered as four variants under a single license.
• CEREMONY HYROX Functional circuit training group fitness programs developed in partnership with HYROX, combining HYROX fitness racing format with Les Mills methodology, music, and coaching. Includes CEREMONY HYROX and CEREMONY HYROX MAX variants.
• STRENGTH DEVELOPMENT Progressive three-phase strength training group fitness program using time under tension and rep ranges to systematically build muscle through foundational strength, hypertrophy, and pure strength phases.
• BORN TO MOVE Youth fitness group program for children and teenagers across five age groups (2-3, 4-5, 6-7, 8-12, 13-16 years), offering age-appropriate workouts to develop healthy movement habits.
• LES MILLS+ Direct-to-consumer on-demand fitness streaming subscription platform offering 2,500+ Les Mills workouts including strength, cardio, yoga, Pilates, cycling and HIIT classes via iOS, Android and web.
• LES MILLS Content (B2B VOD) B2B royalty-free video-on-demand platform enabling partners to deliver Les Mills workouts within their own branded apps and digital ecosystems, with 300+ refreshed workouts, API and embed options.
• LES MILLS Equipment (SMARTBAR & SMARTSTEP) Proprietary performance-tested fitness equipment including the SMARTBAR weight training system with quick-change plates and the SMARTSTEP adjustable step platform, sold direct through the Les Mills Shop.
• BODYCOMBAT XR Virtual reality BodyCombat experience offering immersive martial arts-inspired workouts in a VR fitness environment.
• XR DANCE Virtual reality dance workout experience combining Les Mills dance programming with immersive VR visuals.
• MINDFUL MOVEMENT VR-based mindfulness and movement experience combining guided breathing and gentle physical activity.

Quantifiable outcome

• 86% satisfaction rate among Les Mills Yoga pilot participants with 94% rating instructor quality positively
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability5 records

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• UNICEFcoreOthers · 12 June 2026Workout for the World charity event inviting gym operators worldwide to participate, raising funds for UNICEF. Les Mills has already raised more than US$2 million for UNICEF and targeting US$1 million through this activation.
• EoS FitnesscoreChannel Partner/ Reseller/ Distributor · 1 June 2026EoS Fitness became first US operator to bring LES MILLS REFORMER Pilates format to the United States across three pilot locations, offering three exclusive class formats plus LES MILLS REFORMER.
• UltrahumancoreTechnology or Integration · 22 April 2026Partnership integrating Les Mills workouts with Ultrahuman Ring biometric data for personalized workout recommendations. PowerPlug feature uses sleep, recovery, and cycle phase metrics to recommend appropriate workout intensity and type.
• SpivicoreTechnology or Integration · 17 April 2026Strategic partnership integrating Les Mills cycling content (THE TRIP, RPM, LES MILLS SPRINT) into Spivi's gamification and performance-tracking platform with real-time data, live leaderboards, and immersive visuals.
• HYROXcoreStrategic or Co-development Partner · 16 April 2026Les Mills named Official Group Training Program Partner for HYROX global fitness racing format. Partnership introduces CEREMONY HYROX and CEREMONY HYROX MAX programs based on Les Mills' functional circuit format. Combined footprint reaches 30,000 gym partners and 175,000 instructors/coaches.
• RISE (Research Initiative)minorGTM or Marketing Partner · 1 April 2026Supporting RISE's Diversity in the Fitness Sector research report, building on previous research linking inclusive environments to stronger engagement and financial performance.
• ClassPassminorChannel Partner/ Reseller/ Distributor · 1 April 2026Les Mills content made available through ClassPass platform following June 2025 contract win, expanding access to fitness consumers through the marketplace.
• Life FitnesscoreStrategic or Co-development Partner · 18 March 2026Strategic partnership combining Les Mills training content with Life Fitness equipment. Includes new products, live events, and connected fitness experiences. Life Fitness bikes featured in Les Mills' online cycling classes and both brands serve as official partners.
• YMCA 360coreTechnology or Integration · 1 March 2026Content partnership bringing Les Mills workouts (BODYPUMP, BODYBALANCE, BODYCOMBAT) to YMCA 360 platform serving 2 million users across 250+ association partners. API integration enables seamless content delivery.
• freebeatminorChannel Partner/ Reseller/ Distributor · 1 November 2025Partnership bringing Les Mills world-class fitness content to freebeat's home fitness ecosystem, expanding consumer reach.
• GoJoeminorGTM or Marketing Partner · 1 July 2025Corporate wellness partnership enabling Les Mills programming integration with GoJoe's employee wellness platform for corporate fitness engagement.
• AdidasminorGTM or Marketing Partner · 1 July 2025les mills x adidas collaboration featuring ALL ME collection - athletic apparel designed in partnership for fitness enthusiasts.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Tonal: Tonal is a connected strength-training hardware company with AI-personalized workout content and a subscription component. Tonal competes with Les Mills' SMARTBAR equipment bundle and BODYPUMP for premium in-home strength subscribers.
• Hydrow: Hydrow is a connected rowing machine with a live and on-demand instructor-led content subscription. It competes with Les Mills' indoor cycling formats (RPM, THE TRIP, SPRINT) and broader cardio-fitness consumer spending.
• F45 Training: F45 is a global functional training franchise offering proprietary 45-minute group workouts. While F45 owns its formats, it competes directly with Les Mills' LES MILLS GRIT, BODYATTACK, and CEREMONY HYROX programs for club member mindshare.
• Orangetheory Fitness: Orangetheory is a globally franchised group training brand with proprietary coach-led workout formats (similar in intent to Les Mills programs). It is both a potential Les Mills club customer and a competitor for the consumer's discretionary fitness spend.

Others

• ClassPass: ClassPass is a fitness marketplace aggregator that partners with Les Mills to distribute Les Mills content to its subscribers. ClassPass is a distribution channel rather than a direct content competitor, but it represents an alternative consumer fitness subscription stack that could pressure Les Mills+'s direct pricing.

Direct peers

• Apple Fitness+: Apple Fitness+ is a subscription fitness video service bundled into Apple One, led by branded instructors across modalities (HIIT, yoga, cycling, strength) and integrated with Apple Watch biometrics. It is a direct Les Mills+ competitor for at-home subscribers.
• Peloton Interactive: Peloton is the most visible subscription connected-fitness platform, monetizing branded instructor-led content (cycling, strength, yoga) via proprietary hardware plus app subscription. Peloton's content library, celebrity instructors, and consumer brand compete with Les Mills+'s D2C offering and with Les Mills' licensed club programming.
• Zumba Fitness: Zumba Fitness is the closest direct peer: a globally licensed group fitness brand selling dance-based programming and instructor certification to clubs worldwide. Like Les Mills, it monetizes through B2B licensing, instructor training, and brand extensions (apparel, equipment), competing for the same club shelf space and consumer mindshare.

Broad incumbents

• Nike (Nike Training Club): Nike Training Club is Nike's free/premium fitness content app with thousands of trainer-led workouts across modalities. Nike's brand equity and parent balance sheet make it a broad incumbent competitor for both consumer mindshare and instructor talent.
• Life Fitness: Life Fitness is Les Mills' strategic equipment partner and the world's largest commercial fitness equipment maker. While they collaborate, Life Fitness also sells connected cardio consoles with their own subscription content (LFconnect) that overlap with Les Mills' cycling portfolio (RPM, THE TRIP).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/LesMills
• YouTubeyoutube.com/channel/UCZW2aMxUEkxgPAhxRXXKBVg
• Facebookfacebook.com/lesmills
• LinkedInlinkedin.com/company/lmus
• Instagraminstagram.com/lesmills
• Pinterestpinterest.com/lesmills

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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