In 2015, there were 34,000 fitness centers in the U.S 1 . With so many options, a fitness brand needs to find a way to differentiate itself to stand out to consumers. Les Mills is the creator of 20 group fitness programs. The company licenses classes to more than 17,000 gyms and health clubs worldwide. It’s programming is scientifically developed to be effective, safe and consistent. Due to its low brand recognition in the U.S., Les Mills hired Portavoce Public Relations to increase consumer awareness. Les Mills was experiencing a disconnect in the U.S. market between the company’s numerous fitness programs and the name Les Mills. The company’s fitness classes are well known in different global markets, yet U.S. consumers had little understanding that the various programs

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