Colenso BBDO tasked to take NZ fitness group Les Mills International more international

Les Mills International has announced the appointment of Colenso BBDO, Auckland to support their international expansion, with a particular focus on growing the US market.

Nick Garrett (below left), managing director of Colenso BBDO says the agency is thrilled have the opportunity to work with a brand like Les Mills International: “It’s an exciting business to be part of, and the chance to work on an iconic Kiwi brand and success story, facing the challenge of expanding into dynamic and competitive markets, is fantastic.”

“There was an instant chemistry with the LMI team from day one. Their enthusiasm and passion was infectious and we are excited about the opportunities ahead.”

The work for Les Mills International will touch on most disciplines, with a heavy business-to-business focus for a network of international instructors and health clubs, and obviously consumer facing communications in the mix.

Andrew Young, marketing director of Les Mills International, says it was important to find an agency with global presence and insights that could provide creative expertise in key offshore markets: “Our global marketing team is based in Auckland, but our collateral needs to reflect our very different consumer groups. That means providing sales and marketing resources that meet the needs of 14,000 licensed clubs, 90,000 plus instructors, and millions of gym members across 80 countries.”

Young says his team is looking forward to working with the creative talents at Colenso to help ensure Les Mills remains a world leader in group fitness, with its export of group fitness pre-choreographed programs: “The fitness industry is highly competitive, so we need to show club owners and club members that our programs deliver amazing results, based on innovation and on-going creativity. Our brand is all about challenge and inspiration – that’s the magic of Les Mills that we need to showcase to the world,” Young says.