Global fitness brand Les Mills has hired gyro Manchester to create a “world-class business-to-business strategy”.

Founded in the 1980s, New Zealand-based Les Mills is the world’s largest provider of choreographed exercise-to-music group fitness classes distributed to health clubs. It now has more than 15,000 gyms and health clubs in 75 countries.

Les Mills now has more than 15,000 gyms globally

Les Mills now has more than 15,000 gyms globally

gyro Manchester will partner with Les Mills to develop a “business-to-business value proposition and multi-tiered global campaign”, to be executed across multiple channels and markets worldwide.

The agency already works with a number of clients in the sector, including BUPA, Nuffield Health, Priory Group and Workout In.

Danny Turnbull, managing director of gyro Manchester, said: “Les Mills is a cult brand with a dedicated following amongst fitness instructors and fitness fanatics. We are honoured to be tasked with helping expand its offerings into new markets and audiences, as Les Mills looks to sustain its incredible growth trajectory.”

Phillip Mills, CEO of Les Mills, said: “Our mission is simple; we want to create a fitter planet and to do this we need more clubs and facilities delivering Les Mills programmes.

“We know we can’t achieve this alone and that’s why we have engaged gyro to help us create a truly global and world-class business-to-business strategy which will propel us and our club partners to realising 20 million live workouts every week by the year 2020.

“Growing our brand presence and penetration in new and existing markets is critical to building a fitter business.”