Global fitness leader Les Mills has unveiled a new campaign to help clubs challenge preconceptions of exercise and celebrate the joys of working out.
Building on the “Choose Happy” creative platform that Les Mills launched in 2023 with the help of Ted Lasso star Brett Goldstein, the latest campaign introduces functional circuit program LES MILLS CEREMONY by spotlighting the joy participants experience when they push past a challenge to hit new heights.
Soundtracked by Louis Armstrong’s ‘When You’re Smiling’ and shot by acclaimed director Dave Meyers, the campaign will be used by Les Mills’ global club partners to coincide with the global launch of LES MILLS CEREMONY which commenced this month.
“The study of human face contortions during a workout, when your guard is down, and your real self is there is what I loved about this ad,” said Meyers.
WATCH LES MILLS CEREMONY TRAILER
LES MILLS CEREMONY is a full-body functional circuit class with equipment stations for strength and cardio conditioning, crafted to meet surging demand for boutique-style circuit training. Each session has been scientifically designed to challenge multiple muscle groups, improve endurance and elevate heart rates for an all-around fitness boost. The music takes motivation to the next level, while highly trained coaches ensure everyone leaves sweaty and smiling — whatever their fitness level.
Already live in leading clubs around the world including Fitness First (Germany and Australia), Bannatyne, New York Sports Club and CLUB4, LES MILLS CEREMONY has been created as a turnkey solution to make it quicker and simpler for operators to introduce boutique training experiences onto their timetable and fill their studios.
“Circuit training is heating up right now and our latest program is going to set the category on fire,” said Luke Waldren, the chief customer officer of Les Mills. “CEREMONY is one of our toughest classes but it’s also one of the most beloved by the people who take it. We want to show people that CEREMONY is a truly innovative take on circuit training and deserves its spot among the more established offerings. We landed on a concept that expresses to both consumers and gym owners what those who’ve experienced it already know: you haven’t done circuit until you’ve done CEREMONY.”
