Be Imperfect Tackles Gym Anxiety

Silencing self-criticism and accepting flaws is at the heart of the fitness experience, according to Les Mills' latest brand initiative.

Studies indicate that for many New Zealanders, the fear of being judged acts as a major deterrent from attending the gym—even when such judgment might not actually exist.

The new initiative, developed alongside the creative agency Motion Sickness, is titled 'Be Imperfect' and tackles this issue by promoting the confidence built through taking action.

It sheds the idealized image of gym perfection and instead emphasizes the mistakes, sweat, and determination that are part of every workout.

Motion Sickness opted to feature genuine Les Mills members in their advertisements, sharing their authentic stories of challenges and victories rather than casting actors.

"As we recognize at Les Mills, exercise can be life-changing, though not every day is the same. 'Be Imperfect' alleviates the pressure, highlighting imperfection as an integral part of the fitness path.

Our clubs create spaces where individuals can focus on the present and enjoy fitness without expectations or pressure. This campaign is a celebration of that," states Rosie Rissetto, Head of Marketing & Sales at Les Mills New Zealand.

The campaign's main film begins with narration by musician Tom Scott, acknowledging the doubts we all face—feelings of inadequacy or unreadiness.

Yet, this voice is soon overpowered by Les Mills’ message, which offers reassurance that stumbling is part of the process and each error is a testament to the success you achieve.

The inner critic demanding perfection holds us back—but it doesn't have to.

Les Mills New Zealand's new direction stems from the self-doubt many experience internally. Hilary Ngan Kee, Head of Strategy at Motion Sickness, elaborates:

"We all have that inner voice telling us we're not enough. It's the critic who says we're doing it wrong or won't fit in. This troublesome inner commentator often stops us from trying new things.

Les Mills counters that voice, encouraging us to raise the bar, even if it's unweighted.

This brand initiative is about building confidence, providing tools to be self-assured, live in the moment, and pursue personal goals unjudged. That's the essence of Les Mills’ new direction and ‘Be Imperfect’."

The 60-second advertisement premiered online on October 6, attracting over 130,000 organic views and more than 1,000 shares within the first 24 hours.

The campaign is now extending its reach through TV, outdoor, SVOD, and integrated digital channels, bolstered by social content featuring candid voices of more Les Mills members, expanding on the Imperfect platform.

“Motion Sickness has fused strategic insight with a creative edge, tapping into cultural insights that have enabled us to forge new paths for both the brand and the industry," notes Rissetto.

"We recognize that a brand platform is more than just a 60-second ad, and we are eager to explore the creative opportunities offered by the Be Imperfect platform and its potential appeal to new market segments.”

Les Mills plans to collaborate with Motion Sickness over the coming months to further expand the ‘Be Imperfect’ initiative across the business and brand in innovative and varied ways.

Source: stoppress

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