Les Mills China

What Les Mills China does

Les Mills China (莱美健身服务（上海）有限公司) is a Shanghai-based, privately-held subsidiary of Les Mills International (New Zealand) that operates since 2017 as the exclusive licensor and operator of the Les Mills group fitness brand in China. The company licenses the Les Mills program portfolio — more than 25 instructor-led group fitness routines across strength (BODYPUMP, GRIT STRENGTH, STRENGTH DEVELOPMENT), cardio (BODYCOMBAT, BODYATTACK, RPM), dance (BODYJAM, LES MILLS DANCE), cycling (LES MILLS SPRINT, THE TRIP), mind-body (BODYBALANCE, LES MILLS PILATES, LES MILLS SHAPES), youth (BORN TO MOVE 2-16), and functional training (LES MILLS CEREMONY HYROX) — to authorized fitness clubs that employ certified Les Mills instructors. The underlying technology stack includes the SMARTTECH proprietary equipment line, the myGYM club management platform for instructor/schedule/member management, LES MILLS VIRTUAL for screen-based immersive group fitness, and a mobile app for instructor training registration and TRIBE membership; quarterly content releases (music and choreography refreshed every 12-14 weeks) form the core content engine.

Les Mills China operates a multi-stream B2B revenue model: brand licensing fees from authorized clubs (pricing undisclosed), instructor training and certification (initial training ~¥2,600), quarterly TRIBE membership subscriptions for certified instructors (7,000+ members in China), SMARTTECH equipment sales, and managed-service corporate and hotel fitness solutions. The company serves three principal customer segments: fitness clubs (anchor customers include PURE Fitness, SuperMonkey, VLV FIT, AVIC Fitness, O2 Wellness, M.LIFE), enterprises (New Development Bank, Adidas Shanghai, US Pharmacopeia), and educational institutions (Tsinghua University). Distribution occurs through a brand authorization hotline (400-990-6200), the authorized club network, the myGYM platform, mobile apps, and direct enterprise sales. The company is headquartered in Shanghai with 22 employees and is held under the family-owned Les Mills International parent entity.

Name

Les Mills China

Legal name

莱美健身服务（上海）有限公司

Website

https://lesmills.com.cn

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Les Mills China is the Shanghai-based subsidiary of Les Mills International that licenses group fitness programs, instructor certification, and SMARTTECH equipment to fitness clubs, corporate clients, and hotels across China.

Ownership category

akta.pro rank

Product category

Group Fitness Program Licensing

NAICS

Fitness and Recreational Sports Centers (71394)

akta.pro primary industry

Dance Fitness Classes (e.g., Zumba) (HSADABAD)

akta.pro secondary industries

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE), Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC), Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE)

Keywords

• Group fitness programs
• Fitness club licensing
• Instructor certification training
• Virtual fitness solutions
• Fitness equipment sales

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 品牌授权 (Brand Licensing): Les Mills licenses its fitness programs and brand to authorized clubs in exchange for licensing fees. Clubs receive access to Les Mills programs, choreography releases, training resources, and marketing support.
2. 教练培训与认证 (Instructor Training & Certification): Revenue from initial training programs (约2600元), certification fees, and ongoing professional development including quarterly training (季训) and advanced training (AT高阶培训). Trainers must complete certification within 1 month of initial training.
3. 莱美器械销售 (Equipment Sales): Sale of proprietary SMARTTECH fitness equipment through commercial and personal channels. Equipment includes barbells, weight plates, SMARTBAR, and other group fitness accessories.
4. 套路内容 (Release Content): Quarterly release content including music and choreography updates. Clubs and instructors purchase releases as part of their licensing and certification renewal.
5. TRIBE会员 (Tribe Membership): Monthly subscription membership for certified instructors providing access to quarterly release materials, online services, support, and partner benefits. Over 7000 coaches have joined TRIBE.
6. 企业健身解决方案 (Corporate Fitness Solutions): Enterprise fitness solutions including large-screen fitness, customized fitness management systems, on-site fitness classes, and corporate wellness programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Les Mills China licenses its globally developed group fitness programs (BODYPUMP, BODYCOMBAT, RPM, BODYBALANCE, BORN TO MOVE, LES MILLS GRIT, BODYATTACK, LES MILLS DANCE and others) to fitness clubs, hotels, and corporate clients in China. The offering is complemented by instructor training and certification programs, proprietary SMARTTECH fitness equipment, LES MILLS VIRTUAL big-screen immersive solutions, the myGYM club management platform, and the TRIBE instructor membership program.

Product overview

Les Mills China operates a comprehensive group fitness ecosystem centered on its portfolio of instructor-led group exercise courses. The core offering consists of over 20 distinct fitness programs spanning strength training (BODYPUMP, BODYPUMP HEAVY, LES MILLS GRIT STRENGTH, LES MILLS STRENGTH DEVELOPMENT, LES MILLS FUNCTIONAL STRENGTH), cardio/aerobic (BODYCOMBAT, BODYATTACK, RPM), cycling (LES MILLS SPRINT, THE TRIP), dance (BODYJAM, LES MILLS DANCE, LES MILLS BARRE), flexibility/balance (BODYBALANCE, LES MILLS PILATES, LES MILLS SHAPES), youth programs (BORN TO MOVE for ages 2-16), and functional training (LES MILLS CEREMONY HYROX). Courses are available in three duration formats (55, 45, 30 minutes) and offered through live instruction, virtual solutions (LES MILLS VIRTUAL), and on-demand platforms. The ecosystem extends to commercial equipment (LES MILMS SMARTTECH), club management systems (myGYM), instructor certification programs (TRIBE), and enterprise/hotel fitness solutions.

Differentiator

Problem solved

Functional benefit

Brands

• TRIBE: Les Mills certified instructor membership program with over 7000 members in China, providing quarterly release materials, online support, and partner benefits.
• TAPC
• THE ONE

Products and services

• Health Club Solution Turnkey fitness club licensing solution providing authorized clubs with access to Les Mills group fitness programs (live, virtual, and on-demand), instructor training and certification, the myGYM club management system, and marketing support. Designed for fitness clubs seeking differentiated group fitness offerings and stronger member engagement.
• Enterprise Fitness Solution Corporate workplace wellness solution offering big-screen virtual fitness, customized fitness management systems, employee training camps, and on-site instructor-led fitness classes for businesses and institutions (e.g., New Development Bank, Adidas Shanghai, Tsinghua University).
• Hotel Fitness Solution Comprehensive hotel fitness solution including gym courses, in-room fitness programs, active lifestyle themed activities, and destination experience design. Sold to hotel chains such as Pullman (global strategic partner) to deliver distinctive guest fitness experiences.
• TRIBE Instructor Membership Subscription-based membership program for certified Les Mills instructors providing access to quarterly updated program materials (music and choreography), online services, instructor support, and partner benefits. Renewed on a quarterly cadence with over 7,000 members in China.
• Instructor Training and Certification Professional training and certification programs for fitness instructors, including initial training (~2,600 yuan), quarterly training (季训), and advanced training (AT). Instructors must complete certification within 1 month of initial training to deliver Les Mills programs at licensed clubs.
• SMARTTECH Fitness Equipment Proprietary Les Mills fitness equipment line including barbells, weight plates, SMARTBAR systems with ergonomic weight-change technology, step boards, and training pads. Sold via commercial and personal channels (contact: 400-990-6200).
• LES MILLS VIRTUAL Virtual fitness solution that projects Les Mills group fitness programs on big screens with synchronized music and coach demonstrations, enabling immersive group fitness experiences in clubs, hotels, and corporate settings without requiring a live instructor.
• Les Mills Group Fitness Program Library Comprehensive library of 25+ group fitness programs spanning strength training, cardio, cycling, dance, flexibility/balance, yoga, HIIT, youth, and functional training categories. Each program is updated quarterly with new music and choreography. Licensed to authorized clubs for live and virtual delivery.
• myGYM Club Management System Online club management platform for Les Mills authorized clubs to manage instructor relationships, course scheduling, certifications, and member engagement. Access via mygym.lesmills.com.cn.

Quantifiable outcome

• Burns up to 430 calories in one BODYPUMP class
• +4 more outcomes

Named customers9 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

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• NBA中国 (NBA China)coreStrategic or Co-development Partner · 26 September 2021Les Mills China and NBA China officially announced a partnership to jointly create the 'NBA FIT Basketball Fitness Training Camp Course' combining NBA brand with Les Mills fitness expertise.
• 阿迪达斯 (Adidas)coreGTM or Marketing PartnerAdidas and Les Mills announced a new brand partnership to jointly shape the future of fitness training. Adidas Shanghai office uses Les Mills BODYCOMBAT program for employee fitness.
• TherabodyminorGTM or Marketing PartnerTherabody and Les Mills established a China partnership to launch the special themed course 'Burn Fat Challenge, Recovery & Regeneration'.
• 铂尔曼 (Pullman)coreStrategic or Co-development PartnerIn October 2020, Pullman and Les Mills established a global strategic partnership. Les Mills provides hotel fitness solutions including virtual classes, on-demand courses, and live classes.
• 中华儿慈会光缘计划minorOthersLes Mills BORN TO MOVE supports charity activities, combining fitness with health education through interactive games and themed stories for children.
• 美国药典委员会 (USP)minorGTM or Marketing PartnerLes Mills brought global group fitness courses to USP (United States Pharmacopeia) as an employee wellness initiative.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Life Time Fitness: Premium US fitness club chain with proprietary group fitness classes across strength, cardio, and yoga formats. A broad incumbent whose in-house content model represents the alternative to Les Mills' outsourced-licensing approach for club operators.
• Peloton: Connected fitness platform offering instructor-led group cycling and strength classes digitally. Overlaps with Les Mills' LES MILLS VIRTUAL and group-fitness content but distributes via consumer hardware/app rather than club licensing.
• Equinox: Premium fitness club operator with proprietary group fitness programming (Equinox Fitness Clubs, SoulCycle, etc.). A broad incumbent that competes with Les Mills-licensed clubs at the high end while also representing a potential customer channel.

Direct peers

• Club Pilates: Franchise-based group fitness studio network that licenses proprietary Pilates programming and certified instructor training to studio operators. Operates a similar licensing-plus-certification content model targeting boutique studios.
• Orange Theory Fitness: HIIT-based group fitness franchise with proprietary workout content, heart-rate-based technology, and a certified coach network. Highly comparable to Les Mills on content-IP-led fitness programming and instructor certification.
• Zumba Fitness: Global dance-based group fitness program licensor that licenses choreographed Zumba classes to fitness clubs and certified instructors worldwide. The closest direct analog to Les Mills' program-licensing-plus-instructor-certification business model, with a comparable consumer-facing brand.
• F45 Training: Functional training franchise that licenses proprietary HIIT and strength workout content to studios globally with a certified trainer network. Closely aligned to Les Mills' model of content-IP + certified-instructor + studio licensing.

Emerging players

• SuperMonkey Fitness: Major Chinese boutique fitness club chain that is both a Les Mills licensed partner and a competitor developing proprietary group fitness programming for the Chinese market.
• Keep: China's leading digital fitness platform offering proprietary on-demand workout content, live classes, and connected hardware. Represents both a substitute to Les Mills-licensed group fitness and a competitive content provider shaping Chinese consumer expectations.
• HYROX: Global functional fitness racing event/brand; Les Mills has co-developed LES MILLS CEREMONY HYROX courses, making HYROX a partner-as-competitor that defines a fast-growing adjacent format.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/les-mills-china

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 China