Brandwave

How popular isLes Mills in search?

In August 2026, there were an estimated 25.4K branded searches for Les Mills in New Zealand which is down 27.8% over the last 11 months. Les Mills holds 61.1% estimated Share of Search among New Zealand fitness apps and is ranked 1st of 6 competitors for search popularity.

Share of Search, August 2026
  1. Les Mills61.1%
  2. Strava23.4%
  3. MyFitnessPal9.6%
  4. Peloton4.5%
  5. Centr0.96%
  6. Sweat0.46%
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Which fitness apps compete with Les Mills?

Les Mills against fitness apps in New Zealand, by month

Share of Search by month for Les Mills, Strava, MyFitnessPal, Peloton. The figures are in the table below the chart.

View monthly share of search table
MonthLes MillsStravaMyFitnessPalPelotonCentrSweat
Oct 202565%17.7%11.7%4.6%0.67%0.39%
Nov 202564.6%20.8%9.2%4.1%0.67%0.61%
Dec 202563.1%24.7%7.1%3.9%0.74%0.49%
Jan 202661.3%21.5%11.1%3.9%0.6%1.6%
Feb 202660.7%24.2%9.7%4%0.61%0.77%
Mar 202662.5%23.7%8.4%3.9%0.71%0.71%
Apr 202664.7%20.8%8.2%5.1%0.64%0.55%
May 202664.7%19.7%10%4.5%0.76%0.36%
Jun 202670.5%16.9%8.2%3.4%0.61%0.37%
Jul 202663.2%19.6%11.1%4.8%0.79%0.47%
Aug 202661.1%23.4%9.6%4.5%0.96%0.46%
Sep 2026——————

  1. 1.Les Mills

    61.1%

    held 1st · 25.4K estimated branded searches · -0.9% vs prior month · -2.2 points

  2. 2.Strava

    23.4%

    held 2nd · 9.7K estimated branded searches · +22.1% vs prior month · +3.7 points

  3. 3.MyFitnessPal

    9.6%

    held 3rd · 4K estimated branded searches · -10.9% vs prior month · -1.5 points

  4. 4.Peloton

    4.5%

    held 4th · 1.9K estimated branded searches · -3.1% vs prior month · -0.3 points

  5. 5.Centr

    0.96%

    held 5th · 400 estimated branded searches · +25% vs prior month · +0.2 points

  6. 6.Sweat

    0.46%

    held 6th · 190 estimated branded searches · 0% vs prior month · 0 points

Compare search popularity between Les Mills and its closest rivals

How has branded search demand for Les Mills changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Les Mills in New Zealand fell from 35.1K to 25.4K.
  • Across the 11 months ending August 2026, Les Mills’ estimated Share of Search among fitness apps in New Zealand decreased from 65% to 61.1%.
  • Across the 11 months ending August 2026, Les Mills’ estimated Share of Search among fitness apps in New Zealand peaked at 70.5% in June 2026 and was lowest at 60.7% in February 2026.

How did search popularity change for New Zealand fitness apps in August 2026?

  1. In August 2026, Strava gained estimated Share of Search among fitness apps in New Zealand, from 19.6% to 23.4%.

  2. In August 2026, Les Mills lost estimated Share of Search among fitness apps in New Zealand, from 63.2% to 61.1%.

  3. In August 2026, MyFitnessPal lost estimated Share of Search among fitness apps in New Zealand, from 11.1% to 9.6%.

  4. Estimated monthly branded searches for Centr in New Zealand rose 11.1% over 11 measured months, from 360 to 400 in August 2026.

  5. Estimated monthly branded searches for Peloton in New Zealand fell 24.8% over 11 measured months, from 2.5K to 1.9K in August 2026.

Which gym and fitness club brands compete with Les Mills?

Les Mills against gym and fitness club brands in New Zealand, by month

Share of Search by month for CityFitness, Anytime Fitness, Les Mills, Flex Fitness, Snap Fitness, Jetts. The figures are in the table below the chart.

View monthly share of search table
MonthCityFitnessAnytime FitnessLes MillsFlex FitnessSnap FitnessJettsBody Fit TrainingF45 TrainingJustWorkoutPlus Fitness
Oct 202536.9%13.6%17.4%9%9%8.6%2.3%2.9%0.24%0.13%
Nov 202537.1%16.7%14.8%9.1%9%8.3%2.2%2.5%0.19%0.13%
Dec 202544.8%13.5%12.1%9%8.9%7.3%1.9%2.3%0.16%0.16%
Jan 202641.6%15.3%13.3%8.4%8.3%8.2%2.1%2.4%0.22%0.18%
Feb 202641.7%15.3%13.7%8.4%8.3%8.2%1.7%2.4%0.22%0.15%
Mar 202641.4%15.1%13.9%8.3%8.2%8.2%2.2%2.3%0.22%0.18%
Apr 202644%13.2%14.6%8.8%7.1%7.7%1.9%2.3%0.23%0.13%
May 202639.8%14.5%17.1%8%7.9%7.9%2.2%2.3%0.21%0.17%
Jun 202638.5%14.1%20.7%7.7%7.6%6.8%2%2.2%0.2%0.16%
Jul 202642.6%12.8%14.6%8.5%8.4%8.3%1.8%2.4%0.27%0.18%
Aug 202645.6%13.7%12.7%9.1%7.4%7.4%2%1.9%0.19%0.13%
Sep 2026——————————

  1. 1.CityFitness

    45.6%

    held 1st · 91.5K estimated branded searches · +22.2% vs prior month · +3 points

  2. 2.Anytime Fitness

    13.7%

    moved from 3rd to 2nd · 27.4K estimated branded searches · +22.1% vs prior month · +0.9 points

  3. 3.Les Mills

    12.7%

    moved from 2nd to 3rd · 25.4K estimated branded searches · -0.9% vs prior month · -1.9 points

  4. 4.Flex Fitness

    9.1%

    held 4th · 18.3K estimated branded searches · +22% vs prior month · +0.6 points

  5. 5.Snap Fitness

    7.4%

    held 5th · 14.8K estimated branded searches · -0.07% vs prior month · -1.1 points

  6. 6.Jetts

    7.4%

    held 6th · 14.8K estimated branded searches · +0.82% vs prior month · -1 points

  7. 7.Body Fit Training

    2%

    moved from 8th to 7th · 4K estimated branded searches · +23.4% vs prior month · +0.1 points

  8. 8.F45 Training

    1.9%

    moved from 7th to 8th · 3.8K estimated branded searches · -9.9% vs prior month · -0.5 points

  9. 9.JustWorkout

    0.19%

    held 9th · 390 estimated branded searches · -18.8% vs prior month · -0.1 points

  10. 10.Plus Fitness

    0.13%

    held 10th · 260 estimated branded searches · -18.8% vs prior month · -0.1 points

Compare search popularity between Les Mills and its closest rivals

How has branded search demand for Les Mills changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, Les Mills’ estimated Share of Search among gym and fitness club brands in New Zealand decreased from 17.4% to 12.7%.
  • Across the 11 months ending August 2026, Les Mills’ estimated Share of Search among gym and fitness club brands in New Zealand peaked at 20.7% in June 2026 and was lowest at 12.1% in December 2025.
  • Across the 11 months ending August 2026, Les Mills fell from 2nd to 3rd among gym and fitness club brands in New Zealand.

How did search popularity change for New Zealand gym and fitness club brands in August 2026?

  1. In August 2026, Anytime Fitness overtook Les Mills to rank 2nd among gym and fitness club brands in New Zealand, at 13.7%.

  2. In August 2026, CityFitness gained estimated Share of Search among gym and fitness club brands in New Zealand, from 42.6% to 45.6%.

  3. In August 2026, Flex Fitness gained estimated Share of Search among gym and fitness club brands in New Zealand, from 8.5% to 9.1%.

  4. In August 2026, Les Mills lost estimated Share of Search among gym and fitness club brands in New Zealand, from 14.6% to 12.7%.

  5. In August 2026, Snap Fitness lost estimated Share of Search among gym and fitness club brands in New Zealand, from 8.4% to 7.4%.

  6. In August 2026, Jetts lost estimated Share of Search among gym and fitness club brands in New Zealand, from 8.3% to 7.4%.

How is Les Mills measured?

Brandwave collects information about searches that people make online using Les Mills’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

15 branded search terms

  • les mills
  • les mills app
  • les mills fitness
  • les mills gym
  • les mills near me
  • les mills new zealand
  • les mills nz
  • les mills on demand
  • les mills online
  • les mills plus
  • les mills workout
  • lesmills app
  • lesmills co nz
  • lesmills fitness
  • lesmills workout

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How the Brand Demand Index is measured

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