Brandwave

How popular isLes Mills?

In September 2026, people searched for Les Mills by name about 18,900 times in New Zealand, a 32.1% decrease from the previous year. These searches made up 70.1% of all New Zealand boutique fitness studio searches, placing Les Mills first out of seven studios. When we asked both ChatGPT and Google AI Overviews about boutique fitness studios, Les Mills appeared in three of the four answers and was the third most recommended of the seven.

Search and AI answers in September 2026

Les Mills is the most searched of 7 competitors and the third most recommended in AI answers.

  1. Les MillsShare of searches 70.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  2. F45 TrainingShare of searches 10.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  3. Body Fit TrainingShare of searches 10%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  4. Reform FitnessShare of searches 6.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
  5. Orangetheory FitnessShare of searches 1.6%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top boutique fitness studios in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Les Mills was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Les Mills is the third most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. F45 Training1st
  2. Body Fit Training2nd
  3. Les Mills3rd
  4. Reform Fitness4th
  5. KX Pilates5th
  6. Orangetheory Fitness–
  7. Club Pilates–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Les Mills3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • F45 Training3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Body Fit Training3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Reform Fitness3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • KX Pilates1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Orangetheory Fitness0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Club Pilates0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about boutique fitness studios

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which boutique fitness studios compete with Les Mills?

Les Mills against boutique fitness studios in New Zealand, by month

Share of searches by month for Les Mills, F45 Training, Body Fit Training, Reform Fitness. The figures are in the table below the chart.

View monthly share of searches table
MonthLes MillsF45 TrainingBody Fit TrainingReform FitnessOrangetheory FitnessKX PilatesClub Pilates
Oct 202571.3%12.1%10%3.9%1.4%1.2%0.1%
Nov 202568.5%12.6%11.1%5%1.4%1.2%0.24%
Dec 202566.5%12.9%11.4%6.1%1.8%1.2%0.14%
Jan 202668.5%12.5%11.6%4.4%1.6%1.2%0.17%
Feb 202670.1%12.8%9.8%4.6%1.4%1.2%0.15%
Mar 202667.8%12%11.9%5.5%1.5%1.2%0.18%
Apr 202669.4%10.8%10.1%6.3%1.5%1.8%0.18%
May 202669.8%9.6%10.2%6.1%1.5%2.7%0.12%
Jun 202675.1%8.8%8.9%4.5%1%1.6%0.16%
Jul 202668.4%11.8%9.6%6.7%1.6%1.8%0.22%
Aug 202668.2%10.2%12%6%1.5%1.8%0.25%
Sep 202670.1%10.4%10%6.3%1.6%1.5%0.19%

  1. 1.Les Mills

    70.1%

    Held 1st. 18.8K estimated branded searches, -0.11% vs prior month. Share +1.9 points.

  2. 2.F45 Training

    10.4%

    Moved from 3rd to 2nd. 2.8K estimated branded searches, -1.1% vs prior month. Share +0.2 points.

  3. 3.Body Fit Training

    10%

    Moved from 2nd to 3rd. 2.7K estimated branded searches, -19.6% vs prior month. Share -2.1 points.

  4. 4.Reform Fitness

    6.3%

    Held 4th. 1.7K estimated branded searches, +2.4% vs prior month. Share +0.3 points.

  5. 5.Orangetheory Fitness

    1.6%

    Moved from 6th to 5th. 440 estimated branded searches, +4.8% vs prior month. Share +0.1 points.

  6. 6.KX Pilates

    1.5%

    Moved from 5th to 6th. 390 estimated branded searches, -20.4% vs prior month. Share -0.3 points.

  7. 7.Club Pilates

    0.19%

    Held 7th. 50 estimated branded searches, -28.6% vs prior month. Share -0.1 points.

Compare popularity between Les Mills and its closest rivals

Every comparison with Les Mills

21 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Les Mills in New Zealand fell from 27.9K to 18.9K.
  • Across the 12 months ending September 2026, Les Mills’ share of searches among boutique fitness studios in New Zealand decreased from 71.3% to 70.1%.
  • Across the 12 months ending September 2026, Les Mills’ share of searches among boutique fitness studios in New Zealand peaked at 75.1% in June 2026 and was lowest at 66.5% in December 2025.

How did search popularity change for New Zealand boutique fitness studios in September 2026?

6 changes

  1. In September 2026, Les Mills gained share of searches among boutique fitness studios in New Zealand, from 68.2% to 70.1%.

  2. In September 2026, Body Fit Training lost share of searches among boutique fitness studios in New Zealand, from 12% to 10%.

  3. In September 2026, F45 Training rose from 3rd to 2nd among boutique fitness studios in New Zealand.

  4. In September 2026, Orangetheory Fitness rose from 6th to 5th among boutique fitness studios in New Zealand.

  5. In September 2026, KX Pilates fell from 5th to 6th among boutique fitness studios in New Zealand.

  6. Estimated monthly branded searches for Club Pilates in New Zealand rose 25% over 12 measured months, from 40 to 50 in September 2026.

How are Les Mills’ branded searches counted?

9 search terms

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.

  • les mills
  • les mills app
  • les mills fitness
  • les mills gym
  • les mills plus
  • les mills workout
  • lesmills app
  • lesmills fitness
  • lesmills workout

Do you work for Les Mills? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Les Mills compete?

Les Mills is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Gym and fitness club brands3rd of 109.9%Show ranking
Fitness apps1st of 955.4%Show ranking
Boutique fitness studios1st of 770.1%Shown above
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