Brand Overview of Les Mills

1. TR1BE

2. We are
Les Mills and we are
to creating a fitter planet
OUR AMBITION IS TO TOUCH 100 MILLION PEOPLE EVERY WEEK

3. transform
In community centres, church halls, corporate chains and
chic city clubs, people get stronger, leaner, fitter, faster because of us.
We inspire a life-long love of exercise, of joy of movement and leading active lives.
by preventing MAJOR HEALTH ISSUES In schools, in homes, at workplaces and on weekends, we want to be there.
CAUSED BY INACTIVITY and OBESITY A CONSTANT VOICE THAT COMPELS PEOPLE TO MOVE.

4. INTO CREATING NEW WAYS FOR PEOPLE
TO FALL IN
love with fitness

5. ONE TRIBE
We create life-changing fitness experiences, everytime, everywhere.
We are one tribe, bravely changing the world. We are family.
A family company, united in our love of movement, music
and the pursuit of healthy living for ourselves and our planet.
THE POWER OF unity

6. We Don’t Always agree
BUT everyone fights FAIR
No hidden agendas, no oppressive hierarchy. We listen to the smallest
voices, and we honour our differences. And once a decision is made we all
get on with it. We tackle the hard stuff head on, actively support each other
and seek opportunities to grow. We applaud great work; we play and party
hard. Dancing at all tribal gatherings is compulsory.

7. BE BRAVE IS THE
COURAGE
ladder
TO GREAT HEIGHTS
Al t
We he cra
aro push h zy stu
We und he ard to ff hap
Tal need re is alwa pens
g i y
inn poppi enius n rele s do at the
ova e n o e
tors s, not doers tless ur bes dge o
and wal , not purs t wo f ou
reb flow bul uit o rk; e r limi
els e s f v t
- st rs. Ris hit tal impro eryon s.
ep k v e
up. k-take ers. emen
rs, t.

8. Keep up.
Wetomove fast
We play our strengths
When something needs doing, we do it. When something needs saying, we say it.
We tackle the big things first. The important things that are hard require courage
and sweat. Make things happen. Take action.
Own your disappointments. Revel in your triumphs.

9. CHANGE THE WORLD
better
AND MAKE IT
Changing the world won’t be easy. There’ll be doubters, haters. Those who cling tight to
yesterday’s ideas. But here, in this place, and wherever the tribe is gathered, we dare
to dream. Be audacious. Be willing. Accept difference. Embrace NEW . We love
talent, creativity, optimism and fun. Bring yours to work every day. Let’s create
new and better ways to help people take their first steps on the road to fitness.

10. Believe it can be done. Trust that it’s possible. Be prepared to
change yourself. Ultimately, that’s how it’s done.
We change the world one person, one couple, one family, one
company, one club, one city, one country, one continent at a time.
IT STARTS WITH
LET’S MOVE!

11. WHY ARE WE HERE?
OUR PURPOSE IS SIMPLE :
to create a
FITTER, HEALTHIER PLANET 2
ANYTHING ELSE IS JUST A WASTE OF GOOD OXYGEN

12. WHERE ARE WE?
We’re EVERYWHERE
We’ve redefined the relationship
people have with their bodies
and helped
mill1,000,000ns of people
love with FITNESS
around the world
Fall in

13. WHERE ARE WE GOING?
BIG. HAIRY...
Ours
Ours IS THE GRIZZLY BEAR OF AMBITIONS
OUR GOALS FOR
20/20 100/20
GOAL: GOAL: 2020
20 MILLION 100 MILLION BUSINESS GROWTH:
WEEKLY WORKOUTS PEOPLE PER WEEK HAVING TO BE A BILLION
IN LIVE VENUES A LES MILLS EXPERIENCE DOLLAR COMPANY

14. we’re just
AND
GETTING
03 02 01 GO STARTED

15. WHAT DO WE NEED TO DO?
OUR BROAD IS TO BUILD A ROBUST ECOSYSTEM AROUND
STRATEGY OUR WORLD CLASS PROGRAMMING
WE’VE BROKEN THIS approach
3
BUILD CAPTURE CULTIVATE
INTO THEMES: CORE
STRENGTH
‘LIVE IN CLUB’
GROWTH
GAME CHANGERS

16. BUILD CORE STRENGTH 1
WE KNOW THAT A STRONG CORE IS
essential TO A HEALTHY BODY
IT’S THE SAME FOR OUR BUSINESS
We will maintain our leadership in exercise programming and surround it
with a great consumer BRAND, healthy relationships and motivated teams.

17. CAPTURE ‘LIVE IN CLUB’ GROWTH 2
synonymous
LIVE GROUP EXERCISE IN GYMS IS
WITH LES MILLS
It is the ultimate expression of what we stand for. We will continue to tell our story
and broaden our reach into clubs. We’ll invest in improving our sales, club coaching,
marketing and agency performance and take our programs to new territories.

18. CULTIVATE GAME CHANGERS 3
own
LES MILLS
MAKES ITS RULES
We will try new things that fit with our core strength
then pick the winners and go hard.

19. We are
LES MILLS
WE ARE more than JUST EXERCISE
We live our core values to the max, everyday. We are warriors in the worldwide
fight for fitness. We’ve been training all our lives. And we welcome those who want to
train with us. Our fighting spirit thrives at the core of every strategy, every
program and every member of our tribe.

20. Join the Movement
LESMILLS.COM