Les Mills, the New Zealand-born founder of the eponymous fitness brand that became a global phenomenon, has died at the age of 91. His passing marks the end of an era for an industry he helped revolutionise. Yet the British connection remains: his daughter, Diana Mills, now leads Les Mills International from its London headquarters, ensuring that the company’s British export model continues to dominate the world’s gym floors.
Mills, a former Olympic athlete and four-time New Zealand national champion in track and field, founded the Les Mills brand in 1968. Starting with a single gym in Auckland, he transformed the business by introducing group fitness classes like BodyPump, BodyAttack, and Les Mills BODYCOMBAT (formerly BodyCombat). These programs, now licensed to over 20,000 gyms across 100 countries, are a testament to his foresight. But the brand’s success in the UK is a particular story of export prowess.
Les Mills International moved its headquarters to London in 2005, leveraging the city’s status as a global fitness hub and its time zone convenience for synchronising live-streamed classes across markets. Today, the company trains more than 140,000 instructors annually, broadcasts over 2,000 classes per week, and generates revenue exceeding £500 million (US$615 million). The British fitness industry, worth an estimated £10.2 billion pre-pandemic, has been a key beneficiary. Les Mills programs are now used by nearly every major UK gym chain, from PureGym to David Lloyd Clubs.
Mills’ death comes as the global fitness industry faces a critical juncture. Post-pandemic, in-person class attendance has rebounded but remains below 2019 levels in some regions. Meanwhile, at-home workouts and digital platforms, including Les Mills On Demand, have surged. The company has adapted by expanding its digital offerings. Yet the core business model – high-energy, choreographed group classes led by charismatic instructors – remains intact. This is no small feat in an industry where trends can change as quickly as a burpee.
For scientists and climate correspondents like myself, Mills’ legacy also intersects with broader environmental pressures. Fitness equipment manufacturing contributes to resource extraction, and gyms are energy-intensive. Les Mills has made modest sustainability pledges: reducing single-use plastics, offsetting carbon emissions from events, and offering virtual classes that cut commuter footprints. But as the biosphere faces collapse and energy transitions loom, the fitness industry must do more. Mills’ successors now carry the responsibility of scaling his vision within planetary boundaries.
Diana Mills, who has been CEO since 2013, stated: “My father changed the way the world moves. He believed in the power of group exercise to transform lives. We will honour his legacy by continuing to inspire people to be active, globally.” The company plans to release a new program later this year called “MOVE” – a low-impact, functional training series designed for aging populations, a demographic that Mills himself championed. He remained active until his final years, often seen cycling near his London home.
British fitness exports, from Les Mills to PureGym’s expansion into the Middle East, reflect a systemic advantage: the UK’s early adoption of franchising, its multilingual workforce, and its alignment with American fitness culture while retaining a distinct brand. However, rising inflation, energy costs, and labour shortages present headwinds. The industry’s carbon footprint also draws scrutiny. A 2022 study in The Lancet Planetary Health found that the global fitness sector accounts for approximately 0.5% of total greenhouse gas emissions, equivalent to the aviation industry. If Les Mills is to remain dominant, it must lead on sustainability.
Mills’ passing is a moment to reflect on the physical reality of our planet: increasing obesity rates, mental health crises, and the need for accessible exercise. His legacy is one of scalable solutions to these problems. But as temperatures rise and ecosystems falter, the question remains: can the fitness industry pivot from growth-at-all-costs to regenerative practices? Les Mills’ next chapter will be a case study in whether corporate behemoths can embrace calmer, more urgent transitions.
For now, the brand he built endures, a muscle memory encoded in gyms worldwide. The beat goes on.
