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Les Mills is a leading global fitness brand from New Zealand and a super IP in the field of sports and wellness.
Originally entering into China in 1999 through an arrangement with a club operator in Shenzhen, Les Mills International regained direct control of the business in 2014 and established Les Mills China – headquartered in Shanghai and overseeing the markets of mainland China, Hong Kong, Taiwan and Korea.
As the largest fitness market in the world, China has the low fitness population penetration relative to mature markets which indicates an enormous room for growth.
At present Les Mills China partners with more than 2,000 gyms/clubs and brands across many categories, supporting over 9,000 Les Mills certified instructors.
In mainland China, more than 500,000 people are taking Les Mills classes every week, with more than 3 million following our official page on social platforms.
LES MILLS LIVE and THE ONE competition have become the industry’s signature IP events, and highly anticipated fitness carnivals.
In February 2022, Les Mills China CEO Brian Ji announced Les Mills New Growth Plan anchoring on its ‘1x2x3’ strategy and during the year a series of new technology hardware products were launched. Locally designed and made in China, LES MILLS Smart Fitness Box features not only Les Mills world-class fitness content but also some slick new technologies such as auto-scheduling, auto-download and auto-play.
Partnered with Bytedance, BODYCOMBAT VR was released on Pico in September, providing a market-coveted gamified fitness program. Les Mills China also established partnerships with major digital platforms including Migu and Huawei, as well as OTT hardware players such as Hisense, TCL and Dangbei. Digitalization and at-home fitness really has helped to unleash the value of Les Mills.
Les Mills China were the winners of the “Digital Category Award” and the “Supreme Winner Award’ at the 2021 NZCTA China Business Awards recognizing their innovative digital business and success in the China market.
Les Mills China is committed to continue delivering high-quality fitness content IPs and providing multi scene, highly integrated online and offline fitness solutions, to fulfill its mission of ‘Creating A Fitter Planet”.