Ep 167 - Phillip Mills on Becoming a Global Leader in Licensed Fitness Programming

Today, we are speaking with the Executive Director of a family-owned and operated company that has become the world's largest group fitness provider. What began as a single gym in Auckland, New Zealand, more than 50 years ago has evolved into a business with a network of more than 140,000 trained instructors who deliver exciting training programs to millions of members each week. Driven by the defining philosophy to "make people fall in love with fitness," he has spent decades dedicated to pushing the envelope to offer life-changing fitness experiences to the masses. This ambitious mogul opens up about how he harnessed technology to expand the market, dealt with setbacks and failure, and how digital fitness is shifting the club industry Please welcome the founder and Executive Director of Les Mills International, Phillip Mills, to the Escape Your Limits podcast. For more information visit https://escapefitness.com/podcast Video – https://youtu.be/HipEWhEWh0A Phillip Mills heads up one of the most recognisable brands in fitness. More than 50 years since the launch of the company, he continues to drive the business forward on his father's mission to "make people fall in love with fitness." In 1997, Phillip established Les Mills International, a separate company to Les Mills NZ, in order to take licensed fitness programming to the global market. Always one step ahead of the game, he was quick to realise the power of digital and the opportunities it created to engage and inspire. A focus on enhancing the in-club experience through Trip, the fully immersive cycling experience, Phillip also began rolling out development for Les Mills On Demand. Hailed as the Netflix of Fitness, Les Mills On Demand provides anytime, anywhere access to quality group exercise classes – extending operator influence into homes and daily lives. The goal? To grow the market and drive participants back to their local club. Today, LMI continues to drive a "fitter planet," working with operator partners to engage even more participants across the world. Les Mills International is on a mission to create a fitter planet. For them, that means helping people fall in love with fitness. What began as a single gym in Auckland, New Zealand, more than 50 years ago has evolved into a business with a network of more than 140,000 trained instructors who deliver exciting training programs to millions of members each week. Visit www.lesmills.com to learn more about Phillip Mills and the world's most popular workouts.   Episode highlights - You do not freeze during a recession. You find ways to add value to your business. 30% of the world's population are using some kind of gym. Your best defence against the virus is to be fit and healthy. You must do what you love and love what you do. What your best defence against COVID-19 is Marketing to the out of shape and deconditioned market Why Les Mills built huge studios in their clubs What makes Les Mills different than other fitness brands The importance of music and group fitness His views on failure and success Join Matthew Januszek in this insightful conversation with Phillip Mills.