New Zealand Trade and Enterprise Export Award: Les Mills International

  • Marketing
  • September 8, 2011
  • Ben Fahy
New Zealand Trade and Enterprise Export Award: Les Mills International

Youtube VideoEvery week, there are over 3.1 million attendees at Les Mills International classes in more than 75 countries. And by 2020 it hopes to grow that to over 20 million. So early in 2010, after four years without launching any new group fitness products, it tapped into developing fitness trends and launched CX30, a revolutionary core training programme, and SH'BAM, a 45 minute dance workout.

Both programmes have significantly exceeded sales expectations and, as a result, new members have been attracted to the group fitness studio, Les Mills' overall share of the dance market has been increased and the male decline in participation and perception of group fitness has also been halted.


  • Full case studies of all the winners are available in the latest edition of NZ Marketing and the first 20 humans (from within NZ) to subscribe here will receive a copy of James Hurman’s new book The Case For Creativityvalued at $40.


CATEGORY COMMENT: "We absolutely need exporters and they are champions in the business community from my point of view because it’s quite a bit more difficult to export than to sell domestically."

THE PEOPLE: Jake Shand.

FINALISTS: Mt. Cook Alpine Salmon Limited Mt. Cook Alpine Salmon

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