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 12.7% estimated Share of Search among New Zealand gym and fitness club brands and is ranked 3rd of 10 competitors for search popularity.

Share of Search, August 2026
  1. CityFitness45.6%
  2. Anytime Fitness13.7%
  3. Les Mills12.7%
  4. Flex Fitness9.1%
  5. Snap Fitness7.4%
  6. Jetts7.4%
  7. Body Fit Training2%
  8. F45 Training1.9%
  9. JustWorkout0.19%
  10. Plus Fitness0.13%
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Where does Les Mills compete?

Les Mills is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Gym and fitness club brands3rd of 1012.7%Shown below
Fitness apps1st of 661.1%Show ranking

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. Share +3 points.

  2. 2.Anytime Fitness

    13.7%

    Moved from 3rd to 2nd. 27.4K estimated branded searches, +22.1% vs prior month. Share +0.9 points.

  3. 3.Les Mills

    12.7%

    Moved from 2nd to 3rd. 25.4K estimated branded searches, -0.9% vs prior month. Share -1.9 points.

  4. 4.Flex Fitness

    9.1%

    Held 4th. 18.3K estimated branded searches, +22% vs prior month. Share +0.6 points.

  5. 5.Snap Fitness

    7.4%

    Held 5th. 14.8K estimated branded searches, -0.07% vs prior month. Share -1.1 points.

  6. 6.Jetts

    7.4%

    Held 6th. 14.8K estimated branded searches, +0.82% vs prior month. Share -1 points.

  7. 7.Body Fit Training

    2%

    Moved from 8th to 7th. 4K estimated branded searches, +23.4% vs prior month. Share +0.1 points.

  8. 8.F45 Training

    1.9%

    Moved from 7th to 8th. 3.8K estimated branded searches, -9.9% vs prior month. Share -0.5 points.

  9. 9.JustWorkout

    0.19%

    Held 9th. 390 estimated branded searches, -18.8% vs prior month. Share -0.1 points.

  10. 10.Plus Fitness

    0.13%

    Held 10th. 260 estimated branded searches, -18.8% vs prior month. Share -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, 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 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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