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 9.9% of all New Zealand gym and fitness club brand searches, placing Les Mills third out of ten brands. When we asked both ChatGPT and Google AI Overviews about gym and fitness club brands, Les Mills appeared in all answers and was the third most recommended of the ten.

Search and AI answers in September 2026

Les Mills is the third most searched of 10 competitors and the third most recommended in AI answers.

  1. CityFitnessShare of searches 48%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Anytime FitnessShare of searches 14.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. Les MillsShare of searches 9.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. Flex FitnessShare of searches 9.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  5. Snap FitnessShare of searches 7.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th

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Top gym and fitness club brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Les Mills appeared in all five answers. Les Mills is the third most recommended of the ten.

Most recommended by AI

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

  1. CityFitness1st
  2. Anytime Fitness2nd
  3. Les Mills3rd
  4. Jetts4th
  5. Snap Fitness5th
  6. Flex Fitness6th
  7. F45 Training7th
  8. Body Fit Training8th
  9. JustWorkout–
  10. Plus Fitness–

Mentioned by AI

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

  • CityFitness5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Les Mills5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Anytime Fitness4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Snap Fitness4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Jetts4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Flex Fitness2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • F45 Training1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Body Fit Training1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • JustWorkout0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Plus Fitness0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about gym and fitness club brands

5 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 21, 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 searches 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 searches table
MonthCityFitnessAnytime FitnessLes MillsFlex FitnessSnap FitnessJettsF45 TrainingBody Fit TrainingJustWorkoutPlus Fitness
Oct 202539%14.2%14.5%9.5%9.5%8.9%2.4%1.6%0.25%0.14%
Nov 202539%17.4%12%9.5%9.5%8.6%2.1%1.6%0.2%0.14%
Dec 202546.9%14%9.6%9.3%9.4%7.5%1.8%1.3%0.16%0.16%
Jan 202643.4%15.9%10.9%8.7%8.7%8.4%1.9%1.5%0.23%0.19%
Feb 202643.7%15.9%11%8.7%8.7%8.4%1.9%1.2%0.23%0.15%
Mar 202643.6%15.9%10.9%8.7%8.7%8.5%1.8%1.5%0.23%0.19%
Apr 202646.4%13.8%11.6%9.2%7.6%8%1.7%1.3%0.24%0.13%
May 202642.6%15.5%13.1%8.5%8.5%8.2%1.7%1.5%0.22%0.18%
Jun 202641.6%15.2%15.8%8.3%8.3%7.3%1.8%1.4%0.22%0.18%
Jul 202645%13.4%11.4%9%9%8.7%1.9%1.2%0.29%0.19%
Aug 202647.8%14.2%9.9%9.5%7.8%7.6%1.4%1.3%0.21%0.14%
Sep 202648%14.3%9.9%9.6%7.8%7.7%1.4%1.1%0.21%0.14%

  1. 1.CityFitness

    48%

    Held 1st. 90.9K estimated branded searches, -0.1% vs prior month. Share +0.1 points.

  2. 2.Anytime Fitness

    14.3%

    Held 2nd. 27.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  3. 3.Les Mills

    9.9%

    Held 3rd. 18.8K estimated branded searches, -0.11% vs prior month. Share 0 points.

  4. 4.Flex Fitness

    9.6%

    Held 4th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Snap Fitness

    7.8%

    Held 5th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Jetts

    7.7%

    Held 6th. 14.5K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.F45 Training

    1.4%

    Held 7th. 2.6K estimated branded searches, -1.5% vs prior month. Share 0 points.

  8. 8.Body Fit Training

    1.1%

    Held 8th. 2K estimated branded searches, -20.9% vs prior month. Share -0.3 points.

  9. 9.JustWorkout

    0.21%

    Held 9th. 390 estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Plus Fitness

    0.14%

    Held 10th. 260 estimated branded searches, 0% vs prior month. Share 0 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?

4 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 gym and fitness club brands in New Zealand decreased from 14.5% to 9.9%.
  • Across the 12 months ending September 2026, Les Mills’ share of searches among gym and fitness club brands in New Zealand peaked at 15.8% in June 2026 and was lowest at 9.6% in December 2025.
  • Across the 12 months ending September 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 September 2026?

6 changes

  1. CityFitness’ share of searches among gym and fitness club brands in New Zealand has gained ground for 3 months in a row, from 41.6% to 48% in September 2026.

  2. Flex Fitness’ share of searches among gym and fitness club brands in New Zealand has gained ground for 3 months in a row, from 8.3% to 9.6% in September 2026.

  3. Estimated monthly branded searches for F45 Training in New Zealand fell 41.2% over 12 measured months, from 4.5K to 2.6K in September 2026.

  4. Estimated monthly branded searches for Body Fit Training in New Zealand fell 34.5% over 12 measured months, from 3.1K to 2K in September 2026.

  5. Estimated monthly branded searches for Les Mills in New Zealand fell 32.2% over 12 measured months, from 27.7K to 18.8K in September 2026.

  6. Estimated monthly branded searches for JustWorkout in New Zealand fell 18.8% over 12 measured months, from 480 to 390 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%Shown above
Fitness apps1st of 955.4%Show ranking
Boutique fitness studios1st of 770.1%Show ranking
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