KX Pilates vs Les Mills:Which is more popular?
In September 2026, Les Mills had more branded searches than KX Pilates among boutique fitness studios in New Zealand. Les Mills had about 18,800 branded searches, while KX Pilates had 390. Les Mills made up 70.1% of all boutique fitness studio searches we track, and KX Pilates accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about boutique fitness studios, Les Mills appeared in three of the four answers and KX Pilates in one. Les Mills was mentioned before KX Pilates in every answer.
Who do people search for more?
Les Mills, about 48 searches for every 1 for KX Pilates
Who does AI mention more?
Les Mills, mentioned in 3 of 4 answers, KX Pilates in 1
Who does AI recommend more?
Les Mills, named ahead of KX Pilates in every answer
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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. KX Pilates was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Les Mills was listed before KX Pilates in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Asked ChatGPT
“Which boutique fitness studio chain should I join in New Zealand?”
Asked ChatGPT
“What are the best boutique fitness studio chains in New Zealand?”
Asked ChatGPT
“What's the best boutique fitness studio chain in New Zealand for group workouts?”
Searched Google, AI Overview
“best pilates studio”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“boutique fitness nz”
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.
Is KX Pilates or Les Mills more popular in search?
This chart shows how often people search Google for KX Pilates and Les Mills by name. Each line represents a brand's share of searches for all seven boutique fitness studios we track, month by month, from searches in New Zealand.
Share of searches by month for Les Mills, KX Pilates. The figures are in the table below the chart.
View monthly share of searches table
| Month | Les Mills | F45 Training | Body Fit Training | Reform Fitness | Orangetheory Fitness | KX Pilates | Club Pilates |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 71.3% | 12.1% | 10% | 3.9% | 1.4% | 1.2% | 0.1% |
| Nov 2025 | 68.5% | 12.6% | 11.1% | 5% | 1.4% | 1.2% | 0.24% |
| Dec 2025 | 66.5% | 12.9% | 11.4% | 6.1% | 1.8% | 1.2% | 0.14% |
| Jan 2026 | 68.5% | 12.5% | 11.6% | 4.4% | 1.6% | 1.2% | 0.17% |
| Feb 2026 | 70.1% | 12.8% | 9.8% | 4.6% | 1.4% | 1.2% | 0.15% |
| Mar 2026 | 67.8% | 12% | 11.9% | 5.5% | 1.5% | 1.2% | 0.18% |
| Apr 2026 | 69.4% | 10.8% | 10.1% | 6.3% | 1.5% | 1.8% | 0.18% |
| May 2026 | 69.8% | 9.6% | 10.2% | 6.1% | 1.5% | 2.7% | 0.12% |
| Jun 2026 | 75.1% | 8.8% | 8.9% | 4.5% | 1% | 1.6% | 0.16% |
| Jul 2026 | 68.4% | 11.8% | 9.6% | 6.7% | 1.6% | 1.8% | 0.22% |
| Aug 2026 | 68.2% | 10.2% | 12% | 6% | 1.5% | 1.8% | 0.25% |
| Sep 2026 | 70.1% | 10.4% | 10% | 6.3% | 1.6% | 1.5% | 0.19% |
How has the KX Pilates and Les Mills comparison changed over the last 12 months?
3 findings
- Les Mills was ahead of KX Pilates in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, KX Pilates’ share of searches among boutique fitness studios in New Zealand moved from 1.2% to 1.5%, and its estimated monthly branded searches moved from 480 to 390.
- Across the 12 months ending September 2026, Les Mills’ share of searches among boutique fitness studios in New Zealand moved from 71.3% to 70.1%, and its estimated monthly branded searches moved from 27.7K to 18.8K.
How did search popularity change for New Zealand boutique fitness studios in September 2026?
2 changes
In September 2026, Les Mills gained share of searches among boutique fitness studios in New Zealand, from 68.2% to 70.1%.
In September 2026, KX Pilates fell from 5th to 6th among boutique fitness studios in New Zealand.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using KX Pilates’ and Les Mills’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
KX Pilates
2 branded search terms
- kx pilates classes
- kxpilates
Les Mills
3 branded search terms
- les mills
- les mills gym
- les mills plus
Other head-to-heads among boutique fitness studios
- Les Mills vs F45 Training: compare popularity
- Les Mills vs Body Fit Training: compare popularity
- Les Mills vs Reform Fitness: compare popularity
- F45 Training vs Body Fit Training: compare popularity
- F45 Training vs Reform Fitness: compare popularity
- Body Fit Training vs Reform Fitness: compare popularity
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.