Les Mills New Zealand: Be Imperfect

Research revealed that for many Kiwis, fear of judgment is a significant barrier to going to the gym—even if that judgment isn’t as real as we think it is. Les Mills New Zealand's new brand platform 'Be Imperfect' addresses this anxiety head on, celebrating the confidence gained through action. The act of moving, of doing, becomes the antidote to doubt—inviting everyone to see their gyms as a playground for fitness, where every day can be a first day, and being a beginner is celebrated.

Featuring no actors. Just real members. 'Be Imperfect' challenges the traditional fitness narrative—stripping away the glossy facade of gym perfection, and embraces the missteps, the dripping sweat, and the grit that come with every fitness journey.