Les Mills lands top international brand award

Global fitness leader Les Mills has been honored as one of 2023’s Brands That Matter by authoritative business and innovation media title Fast Company.

The prestigious annual list celebrates companies and nonprofits that have built cultural relevance and impact through compelling branding and efforts that naturally extend their presence into communities.

Fast Company announced this week (October 3) its third annual Brands That Matter list, heralding brands that communicate and demonstrate brand purpose. These companies and nonprofits have built cultural relevance and impact through compelling branding and efforts that naturally extend their presence into the community.

The final list – which includes the likes of General Motors, Intel and NFL – recognizes brands that give people compelling reasons to care about them, and offer inspiration for others to buy in. All have found an ability to forge an emotional connection with customers, whether leading on the environment or pop culture, engaging B2B customers, or responding meaningfully to current events.

Les Mills won plaudits from the judging panel for “breaking down barriers to entry” into the fitness space through in-club workouts, streaming platform LES MILLS+ and Virtual Reality. The company was also praised for its commitment to fostering fitness innovation and embracing CSR through its partnerships with UNICEF and Trees for the Future.

Clive Ormerod, Les Mills Group CEO, said: “Our brand is a reflection of everything we do and all we stand for in helping people live healthier, happier lives. So to see Les Mills recognized alongside some of the world’s most iconic companies is a very proud day for everyone involved in our mission.

“We see this as a big win for all of our fitness industry partners – especially clubs and Instructors – as it proves that fitness is becoming a key pillar of pop culture and a mass mainstream movement with growing momentum. A strong brand pulls people towards it, creating a halo for those associated with it, so we’ll continue our efforts to grow the brand and bring us closer to our goal of a fitter planet.”

Fast Company editors judged each brand on relevancy, cultural impact, ingenuity, and business impact to compile the list.

“The scale and scope of honorees this year is incredible,” said Brendan Vaughan, Fast Company’s editor-in-chief.

“At first glance, there might not be much in common between brands like M&M’s, Dungeons & Dragons, and health tech platform WellTheory, but the thread that binds them is a commitment and purpose as a brand and relevance to their audience, whether that’s through fun, games, or healthcare” rounds off Brendan Vaughan.