Les Mills lands top international brand award
Kiwi fitness leader crowned one of Fast Company’s 2023 Brands That Matter, alongside leading global companies such as General Motors, Intel and NFL.
Global fitness leader Les Mills has been honored as one of 2023’s Brands That Matter by authoritative business and innovation media title Fast Company.
The prestigious annual list celebrates companies and nonprofits that have built cultural relevance and impact through compelling branding and efforts that naturally extend their presence into communities.
Fast Company announced this week (October 3) its third annual Brands That Matter list, heralding brands that communicate and demonstrate brand purpose. These companies and nonprofits have built cultural relevance and impact through compelling branding and efforts that naturally extend their presence into the community.
The final list – which includes the likes of General Motors, Intel and NFL – recognizes brands that give people compelling reasons to care about them, and offer inspiration for others to buy in. All have found an ability to forge an emotional connection with customers, whether leading on the environment or pop culture, engaging B2B customers, or responding meaningfully to current events.
Les Mills won plaudits from the judging panel for ‘breaking down barriers to entry’ into the fitness space through in-club workouts, streaming platform LES MILLS+ and Virtual Reality. The company was also praised for its commitment to fostering fitness innovation and embracing CSR through its partnerships with UNICEF and Trees for the Future.
Clive Ormerod, Les Mills Group CEO, said: “Our brand is a reflection of everything we do and all we stand for in helping people live healthier, happier lives. So to see Les Mills recognized alongside some of the world’s most iconic companies is a very proud day for everyone involved in our mission.
“We see this as a big win for all of our fitness industry partners – especially clubs and Instructors – as it proves that fitness is becoming a key pillar of pop culture and a mass mainstream movement with growing momentum.
“A strong brand pulls people towards it, creating a halo for those associated with it, so we’ll continue our efforts to grow the brand and bring us closer to our goal of a fitter planet.”
Fast Company editors judged each brand on relevancy, cultural impact, ingenuity, and business impact to compile the list.
“The scale and scope of honorees this year is incredible,” said Brendan Vaughan, Fast Company’s editor-in-chief.
“At first glance, there might not be much in common between brands like M&M’s, Dungeons & Dragons, and health tech platform WellTheory, but the thread that binds them is a commitment and purpose as a brand and relevance to their audience, whether that’s through fun, games, or healthcare.”
The Fall issue of Fast Company magazine is available online now and will be on newsstands beginning October 10, 2023.
Media requests: jak.phillips@lesmills.com
ABOUT LES MILLS
Les Mills is the global leader in group fitness and creator of over 25 programs available in leading fitness facilities around the world. Les Mills programs include the world’s first group exercise resistance training workout BODYPUMP™, BODYCOMBAT™ (martial arts), RPM™ (indoor cycling), BODYBALANCE™ (yoga), LES MILLS GRIT™ (30-minute high-intensity interval training) and the revolutionary immersive cycle experience, THE TRIP™. Each workout is refreshed and updated with new choreography and music every three months.
The company was founded by Les Mills – a four-time Olympian and head coach of New Zealand’s track and field team – who opened his first gym in 1968 with the aim of taking elite sports training to the masses. Today, Les Mills workouts are delivered by 130,000 certified instructors in 21,000 clubs across 100 countries, as well as via the LES MILLS+ streaming platform and Extended Reality (XR).
ABOUT FAST COMPANY
Fast Company is the only media brand fully dedicated to the vital intersection of business, innovation, and design, engaging the most influential leaders, companies, and thinkers on the future of business. The editor-in-chief is Brendan Vaughan. Headquartered in New York City, Fast Company is published by Mansueto Ventures LLC, along with our sister publication, Inc., and can be found online at fastcompany.com