Subscribe to the daily newsletter.

Smoking Gun lands Les Mills brief


Global fitness brand Les Mills has appointed Smoking Gun PR.

Established in 1968, Les Mills’s group training exercise classes are licensed by 17,500 partners in 100 countries around the world, with over 130,000 certified instructors.

Les Mills’s classes are licensed by 17,500 partners in 100 countries


Smoking Gun will be responsible for delivering a 12-month campaign aimed at building awareness of the brand, its classes and health and fitness research as well as its online subscription services, instructor recruitment and events such as its fitness festival, Les Mills Live, for trade and consumer media.

Rick Guttridge, managing director at Manchester-based Smoking Gun, said: “We’ll be working closely with the Les Mills team and its fitness experts helping position them as industry experts via a PR plan that will include feature placement, expert commentary, case studies, ambassador endorsement, trade media and journalist events.”

Jess Romeo, marketing director at Les Mills UK, added: “We needed a PR agency that could offer creativity while delivering measurable results. We’re a fast moving, dynamic business, with lots of exciting things in the pipeline and we felt that Smoking Gun PR had the right credentials to be our trusted PR partner to help take our Les Mills brand to the next level.”

Earlier this year, Smoking Gun was appointed by Arriva Buses North West.

Related News