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Les Mills taps Gyro Manchester to grow fitness brand

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By Gillian West, Social media manager

July 6, 2015 | 2 min read

Fitness brand Les Mills has selected Gyro Manchester to shape and grow its offering to corporate markets worldwide.

The appointment sees Gyro Manchester partner with Les Mills to develop a business-to-business value proposition and multi-tiered global campaign that will be executed across multiple channels in numerous markets worldwide.

Founded in the 1980s Les Mills provides choreographed exercise-to-music group fitness classes to health clubs worldwide and is renowned for its Body Pump and Body Combat workout programmes.

“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,” said Phillip Mills, chief executive officer at Les Mills.

Danny Turnbull, managing director of Gyro Manchester, added: “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.”

Over the last three decades Les Mills has grown to more than 15,000 gyms and health clubs in 75 countries, with an estimated 90,000 instructors worldwide and an estimated six million participants attending a Les Mills class each week.

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