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Les Mills (lesmills.co.nz) scores 85 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among Sports & Fitness brands, Healthcare brands, in the 93rd percentile of 10420 Sports & Fitness brands.
Les Mills is a New Zealand-based fitness company, founded in 1997 and headquartered in Auckland, operating 12 locations across the country. It provides group fitness classes, gym facilities, and personal training, with membership plans starting from $28 per week. The brand positions itself as a premium yet accessible fitness provider, offering flexible, low-commitment options aimed at a broad range of New Zealanders, from casual exercisers to dedicated fitness enthusiasts.
| Brand Name | Les Mills |
|---|---|
| Domain | lesmills.co.nz |
| Industry | Sports & Fitness, Healthcare |
| Founded | 1997 |
| Headquarters | Auckland |
| Main Competitors | Anytime Fitness (90/100), Jetts Fitness, Snap Fitness (84/100), City Fitness, F45 Training (89/100), Fitness First |
Moz Domain Authority 41/100 vs category average 42 / leader 94 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Ranked #1,167,300 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
Les Mills has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Find your fit with Les Mills NZ, with world-class group fitness classes, gym facilities and personal training at 12 locations across the country. Prices start from $28 per week." (Meta description: 29 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, og:title, og:description, Twitter cards, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt mentions GPTBot, ChatGPT-User, Google-Extended, PerplexityBot - all allowed - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare, Angular.
Social footprint: verified profiles on Facebook, Instagram, X (Twitter), YouTube, GitHub; no detected presence on LinkedIn - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is Les Mills?", Claude could identify the brand as of October 2026. Les Mills is a New Zealand-based fitness company founded by Les Mills and later expanded by his son Phillip Mills, best known for creating branded group exercise programs like BodyPump, BodyCombat, BodyBalance, and RPM that are licensed to gyms worldwide. It also operates its own Best known for Creating globally licensed group fitness class programs such as BodyPump and BodyCombat.
When asked "Best brands similar to Les Mills?", Claude would recommend Les Mills as of October 2026. It's one of the most recognizable names in group fitness programming, so it would naturally come up alongside brands like Zumba or Peloton when discussing fitness class formats.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Les Mills's main competitors in Sports & Fitness: Anytime Fitness (90/100), Snap Fitness (84/100), F45 Training (89/100).
Sources: Brand Analyzer scan
Les Mills offers group fitness classes, gym facilities, and personal training services. Memberships are flexible and low-commitment, with prices starting from $28 per week, available across 12 locations in New Zealand.
Sources: Les Mills official site
Les Mills is a New Zealand fitness company that operates gyms and provides group fitness programming. Founded in 1997 and headquartered in Auckland, it runs 12 fitness locations across the country, offering group classes, gym facilities, and personal training services.
Sources: Les Mills official site
Les Mills has moderate AI-search visibility, scoring 57/100 on Brand Analyzer's AI visibility composite (visibility 65, trust 43, recommendation 60). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Les Mills official site
Les Mills was founded in 1997. Les Mills operates in the Sports & Fitness category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Les Mills is headquartered in Auckland. Les Mills operates in the Sports & Fitness category.
Sources: Wikidata
Les Mills operates gym facilities and delivers world-class group fitness classes and personal training across 12 locations in New Zealand. It offers flexible membership plans, including low-commitment options, with prices starting from $28 per week.
Sources: Les Mills official site
Les Mills scores 60/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Sports & Fitness options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Les Mills official site
Les Mills is known for its world-class group fitness classes, combined with gym facilities and personal training, offered through flexible, low-commitment membership plans across 12 New Zealand locations.
Sources: Les Mills official site
Les Mills can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Les Mills official site
Les Mills is used by fitness enthusiasts and everyday New Zealanders seeking accessible, high-quality gym facilities and group fitness classes, including people who are hesitant to commit to long-term gym contracts.
Sources: Les Mills official site
Les Mills is popular because it combines renowned group fitness classes with premium gym facilities and personal training, while offering flexible, low-commitment membership options starting from $28 per week, making it accessible to a wide range of New Zealanders.
Sources: Les Mills official site
Les Mills scores 57/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Les Mills has a limited AI-visibility profile at 57/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (65/100) and its weakest is trust (43/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #1,167,300 (Tranco). The main gaps holding it back: no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Les Mills from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Les Mills: Les Arcs (85/100), Les 2 Alpes (85/100), Liberty Games (85/100), Life Time (85/100).
A step up - brands to learn from: Yonex (91/100), Yakima (91/100).
Category leader: Complex (97/100).
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