les mills → BRAND REFRESH

Les Mills NZ partnered with DMY to reimagine its core philosophy, adapting it for a new generation’s evolving approach to fitness and well-being. With Gen Z, millennials, and even older generations seeking more personal, fulfilling fitness experiences, DMY mapped Les Mills’ history onto a future-focused trajectory, building a philosophy centred on thoughtfulness, individual potential, and presence. We moved away from rigid metrics, instead celebrating what success feels like for each person. Through carefully crafted scripts, we captured the physical and emotional joy of movement—whether it’s the freeing stretch or the exhilaration of hitting one’s stride—showing how fitness can be a deeply rewarding journey. Finally, DMY helped Les Mills articulate adaptable core truths, embedding them into a versatile brand world. This new brand ecosystem reflects principles that feel dynamic and alive, designed to connect meaningfully with a diverse spectrum of fitness goals and generations.