Les Mills Targets Gen Z With Campaign Featuring ‘Ted Lasso’ Star
The new campaign was inspired by research that shows Gen Z is looking for positivity and choice from their workout experiences
Les Mills has unveiled a new international campaign featuring “Ted Lasso” star Brett Goldstein that’s geared towards the 64% of Gen Z’ers who haven’t adopted fitness as a routine habit.
The new strategy, “Choose Happy,” is designed to make exercise less intimidating and sees the fitness leader on the hunt for two future Happiness Ambassadors who will get the chance to relocate to New Zealand.
Les Mills says the campaign and ambassador program was inspired by research that shows Gen Z is looking for positivity and choice from their workout experiences — a desire that aligns nicely with Les Mills’ brand focus that promotes the emotional benefits of an active lifestyle.
Les Mills points to data showing that 64% of Gen Z consumers strongly agree that they like choosing different workouts and discovering new ones. A larger percentage – 68% — said they’re more likely to work out in places with “good energy.”
The fitness company also reports an intriguing shift in how Gen Z consumers view marketing associated with fitness. Almost half – 46% — are turned off by fitness advertising that is solely focused on the “grit and grind” of exercise.
With such interesting data points from young consumers, Les Mills’ fresh approach may just be the ticket to attracting Gen Z fitness consumers.
The brand has also been hard at work to crack the code on what it calls “Generation Active,” the group between ages 16-40 that makes up 80% of gym members.
To help with the campaign, Les Mills named Goldstein, its brand partner, as its first Happiness Ambassador.
“When I traveled to New Zealand, I saw first-hand why the island nation is one of the world’s happiest countries,” said Goldstein, who stars as Roy Kent in Apple TV’s “Ted Lasso.”
“Les Mills inserts happiness into all workouts, improving your physical and mental health while delivering results,” Goldstein added. “There were good vibes in every gym I visited. It even made me smile.”
To spread the word about the happiness initiative in a creative wayL, a film by nice&frank was shot in New Zealand, depicting Goldstein in an isolated workout world before finding his way to a vibrant outdoors Les Mills class set against a gorgeous landscape.
As another hook to catch younger fitness enthusiasts, two people can join the fun and happiness with a chance to win a dream move to New Zealand for three months and become Les Mills’ next Happiness Ambassadors.
To apply for a chance to win, interested fitness enthusiasts need to visit Choose Happy and detail why they should be selected. Winners will receive an itinerary valued at NZ$40,000 so they can “master the art of happiness.” They will also train with Les Mills’ world-leading instructors and receive a personal tour from founder Phillip Mills while taking in the landmarks of New Zealand.
Winners will be announced on the Les Mills social media accounts on July 27th during Les Mills Live Los Angeles.
