Description:

Les Mills refreshed its brand imagery to better reflect how people connect with fitness today. The new image library is built around real members and trainers—no models or actors—and features a wide range of ages, ethnicities, and body types.

From moments of intensity to quiet vulnerability, the photos capture what fitness feels like for different people. Each shot invites self-projection, balancing aspiration with relatability. The imagery flexes across campaigns, in-club environments and digital, helping the brand speak to a wider, more emotionally connected audience.

This approach celebrates individual journeys over perfection and puts authenticity at the heart of how Les Mills shows up in the world.