REEBOK AND LES MILLS JOIN FORCES TO REINVIGORATE THE STUDIO FITNESS INDUSTRY22 Sep 2013 ALLIANCE BETWEEN TWO GLOBAL BRANDS PROMISES TO REVOLUTIONIZE GROUP FITNESS
Reebok and world renowned group fitness programmer, Les Mills have announced their new partnership, signaling a bold new era for the studio fitness category.
As a true fitness pioneer in the arena of studio fitness, Reebok is widely recognized as being THE studio fitness brand of the 80s/90s. To this day, Reebok’s commitment to encourage people to work out together remains part of the brand’s DNA. Studio fitness enables people to inspire, engage with and energize one another in a unique way. This partnership underlines both brands’ commitment to group fitness and will strengthen their offerings respectively.
Studio fitness is experiencing its strongest resurgence since the aerobics movement of the 1980s and Les Mills is at the forefront of this renaissance with its range of successful and innovative programs. As the leading provider of group fitness classes, Les Mills has introduced scientifically backed and proven classes to the fitness world such as BODYPUMP™, BODYCOMBAT™ and more recently, the LES MILLS GRIT™ Series.
Since its foundation in 1968 by New Zealand-born Les Mills, the company has become one of the dominant forces in the global fitness industry, with millions of people unleashing their potential at LES MILLS™ classes around the world each week. LES MILLS™ boasts a passionate, skilled tribe of more than 100,000 instructors and one of the world’s most advanced instructor training systems.
To mark their alliance, the two global brands are today releasing a short film – ‘Revolution’ - which celebrates the evolution of studio fitness, from the 1980s to today. The film opens with the iconic aerobics craze of the 80s, where girls sporting leg warmers work-out to an 80’s mix tape. The film continues to progress through the defining fitness movements of the decades, following the step routines of the 90s and the spinning trend of the early 00s before celebrating the powerful, directional LES MILLS™ workouts of today such as BODYPUMP™, all to an evocative soundtrack that’s synonymous with each era. The film has been created by award-winning production company Partizan and directed by Warren Fu.
“Reebok’s exciting new partnership with Les Mills aims to re-define the studio category whilst celebrating Reebok’s history in group fitness,” said Barbara Ebersberger, Vice President of Reebok’s Studio Business Unit. “Right back from the 1980s where people would hit the aerobics studio wearing their Reebok Freestyles to today, where thousands of people take part in LES MILLS™ classes each day, Reebok has always had a strong presence in the studio fitness arena. Today, more than ever we dedicate ourselves to encouraging everyone to harness their passion, energy and confidence through group fitness”.
“Les Mills and Reebok have a rich and lasting heritage in the group exercise arena. Our shared and longstanding commitment to fitness makes us the perfect partners to reinvent group exercise and together we plan to lead the category to a brave new territory. We’ll be putting even more effort than ever into the group exercise world and with this partnership Les Mills and Reebok have a vision to re-imagine and re-launch the group fitness category.” said Phillip Mills, Chief Executive, Les Mills International.
Reebok and Les Mills share a common goal of empowering people to be fit for life. Helping people live a healthy and active lifestyle and inspiring people to get moving are at the forefront of their partnership. Both are dedicated to providing opportunities for everyone to enjoy fitness together.
Exciting developments from this global partnership will be announced soon.
‘Revolution’ can be viewed here and on www.reebok.com.
Reebok International Ltd., headquartered in Canton, MA, USA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. An American-inspired global brand, Reebok is a pioneer in the sporting goods industry with a rich and storied heritage in running, training and fitness. A subsidiary of the adidas Group, Reebok operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division.
For more information, visit Reebok at www.reebok.com. Or, discover Reebok at the following locations: http://reesha.re/plus; http://facebook.com/reebok; http://twitter.com/reebok; http://youtube.com/reebok; andhttp://news.reebok.com
About Les Mills International
Les Mills International Limited is the creator of 13 global group fitness and team training programs, including BODYPUMP™ (weights), BODYCOMBAT™ (martial arts), RPM™ (indoor cycling), and its recentLES MILLS GRIT™ Series (30-minute high intensity interval training). Millions of participants every week build their fitness in a LES MILLS™ class, held across 80 countries in more than 15,000 licensed clubs around the world. For more information visit www.lesmills.com ; www.facebook.com/lesmills or https://twitter.com/LesMills .