Les Mills vs Reform Fitness:Which is more popular?
In September 2026, Les Mills had more branded searches than Reform Fitness among boutique fitness studios in New Zealand. Les Mills had about 18,800 branded searches, while Reform Fitness had 1,680. Les Mills made up 70.1% of all boutique fitness studio searches we track, and Reform Fitness accounted for 6.3%. When we asked ChatGPT and Google AI Overviews about boutique fitness studios, Les Mills and Reform Fitness each appeared in three of the four answers. Reform Fitness was mentioned before Les Mills in two out of three answers.
Who do people search for more?
Les Mills, about 11 searches for every 1 for Reform Fitness
Who does AI mention more?
Both were mentioned in 3 of 4 answers.
Who does AI recommend more?
Reform Fitness, named ahead of Les Mills in 2 of 3 answers
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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. Reform Fitness was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Reform Fitness was listed before Les Mills in two out of three answers.
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 Les Mills or Reform Fitness more popular in search?
This chart shows how often people search Google for Les Mills and Reform Fitness 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, Reform Fitness. 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 Les Mills and Reform Fitness comparison changed over the last 12 months?
3 findings
- Les Mills was ahead of Reform Fitness in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Reform Fitness’ share of searches among boutique fitness studios in New Zealand moved from 3.9% to 6.3%, and its estimated monthly branded searches moved from 1.5K to 1.7K.
How did search popularity change for New Zealand boutique fitness studios in September 2026?
1 change
In September 2026, Les Mills gained share of searches among boutique fitness studios in New Zealand, from 68.2% to 70.1%.
How are branded searches counted?
8 search terms
Brandwave collects information about searches that people make online using Les Mills’ and Reform Fitness’ 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.
Les Mills
3 branded search terms
- les mills
- les mills gym
- les mills plus
Reform Fitness
5 branded search terms
- reform cambridge
- reform dunedin
- reform petone
- reform queenstown
- reform rotorua
Other head-to-heads among boutique fitness studios
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