--- title: "Les Mills vs Reform Fitness: Which is searched more in New Zealand?" description: "Is Les Mills or Reform Fitness more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Boutique fitness studios set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/compare/les-mills-vs-reform-fitness" publisher: "Brandwave" --- # Les Mills vs Reform Fitness: Which is searched more in New Zealand? Is Les Mills or Reform Fitness more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Boutique fitness studios set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Les Mills and Reform Fitness - **Competitive set**: Boutique fitness studios - **Market**: New Zealand - **Month measured**: Sep 2026 - **Les Mills Share of Search**: 70.1% - **Reform Fitness Share of Search**: 6.3% ## Is Les Mills or Reform Fitness more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | F45 Training | 1st | 3 of 3 | 0 of 1 | 3 of 4 | | Body Fit Training | 2nd | 3 of 3 | 0 of 1 | 3 of 4 | | Les Mills | 3rd | 3 of 3 | 0 of 1 | 3 of 4 | | Reform Fitness | 4th | 2 of 3 | 1 of 1 | 3 of 4 | | KX Pilates | 5th | 1 of 3 | 0 of 1 | 1 of 4 | | Orangetheory Fitness | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Club Pilates | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about boutique fitness studios - Asked ChatGPT "Which boutique fitness studio chain should I join in New Zealand?": 1. F45 Training, 2. Body Fit Training, 3. Reform Fitness, 4. Les Mills, 5. KX Pilates - Asked ChatGPT "What are the best boutique fitness studio chains in New Zealand?": 1. F45 Training, 2. Body Fit Training, 3. Reform Fitness, 4. Les Mills - Asked ChatGPT "What's the best boutique fitness studio chain in New Zealand for group workouts?": 1. F45 Training, 2. Les Mills, 3. Body Fit Training - Searched Google, AI Overview "boutique fitness nz": 1. Reform Fitness Not named in any answer: Orangetheory Fitness and Club Pilates. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026. ## How did search popularity change for New Zealand boutique fitness studios in September 2026? - In September 2026, Les Mills gained share of searches among boutique fitness studios in New Zealand, from 68.2% to 70.1%. ## Month by month | Month | Les Mills estimated searches | Les Mills Share of Search | Les Mills rank | Reform Fitness estimated searches | Reform Fitness Share of Search | Reform Fitness rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 27.7K | 71.3% | 1 | 1.5K | 3.9% | 4 | | Nov 2025 | 22.8K | 68.5% | 1 | 1.6K | 5% | 4 | | Dec 2025 | 18.6K | 66.5% | 1 | 1.7K | 6.1% | 4 | | Jan 2026 | 27.8K | 68.5% | 1 | 1.8K | 4.4% | 4 | | Feb 2026 | 22.8K | 70.1% | 1 | 1.5K | 4.6% | 4 | | Mar 2026 | 22.8K | 67.8% | 1 | 1.8K | 5.5% | 4 | | Apr 2026 | 22.8K | 69.4% | 1 | 2.1K | 6.3% | 4 | | May 2026 | 22.9K | 69.8% | 1 | 2K | 6.1% | 4 | | Jun 2026 | 28.3K | 75.1% | 1 | 1.7K | 4.5% | 4 | | Jul 2026 | 18.8K | 68.4% | 1 | 1.8K | 6.7% | 4 | | Aug 2026 | 18.8K | 68.2% | 1 | 1.6K | 6% | 4 | | Sep 2026 | 18.8K | 70.1% | 1 | 1.7K | 6.3% | 4 | ## How each brand is measured 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**: Measured on the search terms “les mills”, “les mills gym” and “les mills plus”, summed into one figure. - **Reform Fitness**: Measured on the search terms “reform cambridge”, “reform dunedin”, “reform petone”, “reform queenstown” and “reform rotorua”, summed into one figure. - [Les Mills profile](/demand/nz/brands/les-mills) - [Reform Fitness profile](/demand/nz/brands/reform-fitness) - [All boutique fitness studios in New Zealand](/demand/nz/categories/nz-boutique-fitness-studios): The set both shares are measured inside, 7 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Les Mills or Reform Fitness more popular in search? 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%. ## Cite this page Brandwave. "Les Mills vs Reform Fitness: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/les-mills-vs-reform-fitness This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/les-mills-vs-reform-fitness. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.