AEFA LES MILLS

Name

AEFA LES MILLS

Legal name

AEFA-LES MILLS SLU

Website

https://lesmills.es

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Group Fitness Programs

akta.pro primary industry

Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

akta.pro secondary industry

Professional Tour & Circuit Operators (MPAKADAA)

Keywords

• Group fitness programs
• Fitness club affiliation
• Home workout streaming
• Fitness instructor certification
• Group exercise classes

Headquarters

HQ city

Cornellà de Llobregat

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Club Affiliation Fees: Monthly affiliation fees paid by fitness clubs for access to Les Mills programs, choreography updates, instructor training, marketing materials, and support. Fee varies based on number of programs contracted. This is the primary B2B revenue stream.
2. LESMILLS+ Consumer Subscriptions: Direct-to-consumer streaming subscription offering unlimited access to 1500+ workouts. Two tiers: Base (16.49€/month) and Premium (32.99€/month). Includes 14-day free trial for new users. Revenue from individual consumer subscriptions worldwide.
3. Event Ticketing: Revenue from ticket sales for LES MILLS LIVE Barcelona 2026 (85€-160€ for session bundles, 150€ VIP pass), LES MILLS DAY events, and LES MILLS TALENT competitions.
4. Equipment Sales: Sales of proprietary fitness equipment including SMARTBAR systems, SMARTSTEP, MBX MAT, and SMARTBAND through authorized distributor Tecnosport.
5. Instructor Certification: Revenue from instructor training and certification courses. Instructors must complete initial training and certification within 12 weeks to become International Les Mills Instructors.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

AEFA Les Mills is the official Spanish licensee of Les Mills International, marketing and licensing 21 pre-choreographed group fitness programs to fitness clubs, training and certifying instructors through the global Tribe network, and providing supporting proprietary equipment (SMARTBAR, SMARTSTEP, MBX MAT, SMARTBAND) plus the LESMILLS+ home-workout streaming platform. The company also runs instructor competitions and masterclass filming events such as LES MILLS LIVE Barcelona 2026 and operates the Marketing Studio and Full Cycle solutions for affiliate clubs.

Product overview

AEFA LES MILLS operates as the official Spanish agency for Les Mills International, a global leader in group fitness. The company offers 21 pre-choreographed group fitness programs across three categories: 14 core fitness classes (BODYPUMP, BODYCOMBAT, BODYBALANCE, BODYATTACK, BODYJAM, BODYSTEP, LES MILLS TONE, LES MILLS CORE, RPM, LES MILLS DANCE, THE TRIP, LES MILLS SPRINT, and three LES MILLS GRIT variants), 7 innovation programs (BODYPUMP HEAVY, Les Mills Strength Development, Les Mills Shapes, Les Mills Functional Strength, Les Mills Pilates, Les Mills Ceremony HYROX, Les Mills Yoga), and digital platforms (LESMILLS+ streaming service, LES MILLS Virtual for clubs). The ecosystem is supported by SMART TECH proprietary equipment (SMARTBAR, SMARTSTEP, MBX MAT, SMARTBAND), marketing and scheduling tools (Marketing Studio, ClubCount integration), and major live events (LES MILLS LIVE, LES MILLS DAY, LES MILLS Instructor Talent). The company also offers an Ultimate Fitness Solution and Full Cycle cycling studio solution as comprehensive club packages.

Differentiator

Problem solved

Functional benefit

Brands

• LESMILLS+ (Les Mills on Demand): Online fitness streaming platform offering more than 1500 workouts available on various devices including smartphones, tablets, smart TVs, and gaming consoles.
• Marketing Studio
• Les Mills Virtual
• Full Cycle
• LES MILLS GRIT
• Smart Tech

Products and services

• BODYPUMP Original barbell-and-disc strength class with 800-1,000 repetitions per session that strengthens and tones the entire body; delivered at licensed fitness clubs by certified Les Mills instructors.
• BODYCOMBAT Cardiovascular training program inspired by martial arts featuring high-impact punches, kicks and strikes; delivered in licensed clubs.
• BODYBALANCE Flexibility training program combining yoga-inspired movements to improve strength, calm, harmony and wellness.
• BODYATTACK High-intensity interval training class designed for sports-inspired fitness and athletic performance.
• BODYJAM Dance-fusion program combining contemporary dance styles with chart-topping music for calorie-burning workouts.
• BODYSTEP Step-based cardio class using height-adjustable steps to improve fitness and boost energy levels.
• LES MILLS TONE Crosstraining program combining three workouts in one, designed for active, busy individuals seeking efficient training.
• LES MILLS CORE (CXWORX) Core and abdominal training program that tones abs, back and glutes while building core strength and stability.
• RPM Indoor cycling program guided by instructors through hills, flats, peaks and time trials synchronized with motivating music.
• LES MILLS DANCE (SH'BAM) Dance program blending current dance trends with popular music hits, available in virtual format.
• THE TRIP Immersive 40-minute cycling experience combining audio-visual technology with motivational indoor cycling.
• LES MILLS SPRINT 30-minute HIIT cycling program designed to burn fat and reach fitness goals faster with shorter, more intense sessions.
• LES MILLS GRIT Cardio High-impact cardiovascular HIIT workout designed to burn fat and rapidly improve athletic capacity using bodyweight exercises.
• LES MILLS GRIT Strength Intense 30-minute team workout using dumbbells, plates and bodyweight to work all major muscle groups and accelerate strength gains.
• LES MILLS GRIT Athletic 30-minute plyometrics-based HIIT workout combining power and agility training principles for improved athletic performance.
• BODYPUMP HEAVY Advanced heavy strength variant of BODYPUMP featuring pure strength, refined technique and high enjoyment for advanced exercisers.
• Les Mills Strength Development Pure strength, hypertrophy and power training program developed specifically for younger fitness demographics.
• Les Mills Shapes High-intensity, low-impact strength training combining the best of Pilates, Barre and Power Yoga elements.
• Les Mills Functional Strength Super series-based training combining strength movements with unilateral power movements performed at varying execution speeds.
• Les Mills Pilates Body and mind workouts designed to improve strength, posture and mobility through controlled, precise movements.
• Les Mills Ceremony HYROX 45-minute functional circuit focused on strength, cardio and full-body conditioning aligned with HYROX race standards.
• Les Mills Yoga Single workout combining four yoga modalities: Yin, Hata, Vinyasa and Breath for comprehensive yoga practice.
• LESMILLS+ streaming subscription Subscription-based streaming platform offering unlimited access to over 1,500 workouts across multiple programs, available on web, iOS, Android and major TV streaming devices with offline downloads and up to 3 simultaneous devices.
• LES MILLS Virtual Pre-recorded group fitness classes projected on club screens, enabling 24/7 class availability with quarterly choreography and music updates; available on iPad app and major virtual platforms.
• LES MILLS SMARTBAR Revolutionary barbell system with quick-change weight plates and ergonomic discs, featuring retractable teeth for fast transitions and rotating attachment clips; discs can be used as dumbbells.
• LES MILLS SMARTSTEP Scientifically redesigned step platform offering greater portability, versatility and sustainability as an all-in-one training solution.
• LES MILLS MBX MAT High-density PVC fitness and yoga mat with dual-surface design providing stability for yoga and non-slip grip for athletic training, with alignment guides.
• LES MILLS SMARTBAND Thermoplastic elastomer resistance band offering progressive resistance throughout movement range for functional training applications.
• Marketing Studio All-in-one marketing platform providing ready-to-use content, customizable materials with club branding, articles, videos and webinars for club promotion and member retention.
• Full Cycle indoor cycling studio solution Comprehensive cycling studio solution combining LES MILLS CYCLE programs (SPRINT, THE TRIP, RPM, RPM Virtual) with boutique cycling brand CHAIN, including facility design, AV technology and marketing support.
• Les Mills Instructor Training & Certification Standardized instructor training and certification pathway with initial, continuous and advanced modules, qualifying instructors as International Les Mills Instructors and supporting career progression to presenter level.
• LES MILLS LIVE Barcelona 2026 (Masterclass Filming Event) Global fitness festival tour featuring masterclass filming sessions with international presenters; the 2026 edition is hosted in Barcelona at Fira de Barcelona Montjuic.

Quantifiable outcome

• 74.7% of Les Mills participants would recommend their club to a friend (vs industry average)
• +5 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature7 records

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• adidasflagshipGTM or Marketing Partner · 10 October 2026adidas is the official sponsor of LES MILLS LIVE events and co-branded partner for LES MILLS × adidas merchandise collection. Partnership includes product collaborations, event sponsorship, and cross-promotional activities. adidas provides official event t-shirts and merchandise for LES MILLS LIVE Barcelona 2026.
• Fira de BarcelonaflagshipStrategic or Co-development Partner · 10 October 2026Fira de Barcelona Montjuic is the venue host for LES MILLS LIVE Barcelona 2026 (October 10-11). This is the first time in history a Masterclass Filming event has been held in Spain.
• iTICKETcoreTechnology or IntegrationiTICKET is the official ticketing partner for LES MILLS LIVE events, providing the digital ticketing platform for ticket sales, ePass management, and wristband registration. 100% New Zealand-owned company.
• TecnosportcoreChannel Partner/ Reseller/ DistributorTecnosport is the official distributor for Les Mills SMART TECH equipment in Spain, including SMARTBAR systems, SMARTSTEP Gen 2, MBX MAT, and SMARTBAND products. Website: tecnosport.es/lesmills
• KEISERminorChannel Partner/ Reseller/ DistributorKEISER is the recommended indoor cycling bike brand for clubs offering Les Mills RPM program.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Peloton Interactive: Premium fitness content and streaming subscription business. Directly comparable to AEFA's LESMILLS+ D2C subscription (€16.49-€32.99/mo, 1,500+ workouts) and competes for the same home-workout consumer wallet.
• Barry's Bootcamp: Premium boutique fitness brand combining HIIT and strength training with music-driven group classes. Competes with Les Mills BODYATTACK, GRIT series, and BODYPUMP for the high-intensity group-training consumer.
• Orangetheory Fitness: Boutique fitness franchise with proprietary heart-rate-based group programming licensed to studio operators. Competes with Les Mills for the same fitness-club floor time and member retention wallet.
• Les Mills International: Parent brand and master licensor headquartered in New Zealand. Owns the 21 pre-choreographed programs (BODYPUMP, BODYCOMBAT, etc.) that AEFA sub-licenses across Spain and LatAm; the two are most directly comparable as both operate the same Les Mills content and equipment IP.
• ClassPass: Aggregator subscription platform giving consumers access to multiple fitness studios and classes. Adjacent competitor for end-consumer fitness spend that AEFA's LESMILLS+ subscription also targets.
• F45 Training: Global boutique fitness franchise with proprietary pre-choreographed functional training. Comparable to AEFA in that it licenses programmed workout content to operators worldwide under a recurring-fee model.
• SoulCycle: Boutique indoor-cycling brand offering premium instructor-led group fitness. Comparable to Les Mills' RPM/SPRINT/THE TRIP indoor cycling programs in targeting the same consumer and club-floor segment.

Broad incumbents

• Apple Fitness+: Tech-giant-backed fitness content subscription bundled with Apple devices. Comparable as a global fitness streaming platform competing for LESMILLS+ subscribers, but part of a much broader Apple services portfolio.
• Nike (Nike Training Club): Athletic apparel giant operating Nike Training Club, a free and premium fitness content app. Comparable as a global brand-backed fitness content library competing for the same at-home training consumer that LESMILLS+ targets.

Emerging players

• Hydrow: Connected indoor-rower hardware company that pairs proprietary equipment with streaming workout content. Comparable emerging niche overlap with Les Mills' hardware-plus-content model (SMARTBAR/SMARTSTEP + LESMILLS+).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC
• Facebookfacebook.com/AEFALESMILLS
• Instagraminstagram.com/lesmills.es
• LinkedInlinkedin.com/company/les-mills-spain

Compliance1 record

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 AEFA LES MILLS