(AUCKLAND) – Global fitness company Les Mills has called on gyms and health clubs worldwide to support a major UNICEF fundraising campaign inspired partly by humanitarian challenges witnessed in South Sudan and other crisis affected countries.
The company’s Workout for the World initiative will take place on June 20, 2026, with participating gyms encouraged to host special exercise sessions in exchange for donations paid directly to UNICEF.
Les Mills said the campaign is expected to become its biggest global charity activation so far, with the organisation aiming to help UNICEF raise $1 million, equivalent to about SSP 5.8 billion using the June 2026 South Sudan market exchange rate.
According to the company, Les Mills has already raised more than $2 million, equal to around SSP 11.6 billion, for UNICEF through previous campaigns supporting children affected by conflict, natural disasters, food shortages and displacement.
The New Zealand based fitness group said participating clubs will receive marketing materials, soundtracks and operational support to organise events for both members and non members. A special online masterclass will also be streamed through the LESMILLS+ digital platform for people unable to attend physical classes.
Les Mills Managing Director Phillip Mills said his visit to South Sudan with UNICEF several years ago changed his understanding of the role businesses can play in addressing humanitarian and social challenges.
Mills said companies with large global audiences should contribute beyond commercial activities, especially at a time when climate change, conflict and inequality continue to affect vulnerable communities around the world.
He said the experience in South Sudan demonstrated both the scale of humanitarian need and the resilience shown by communities living under pressure from conflict, displacement and economic hardship.
According to Mills, modern businesses increasingly influence how people live, connect and behave, giving them an opportunity to support broader social causes through their customer networks and community reach.
He described fitness as more than physical exercise, saying group workouts can improve mental wellbeing, confidence, resilience and social connection while also helping mobilise people around humanitarian causes.
Workout for the World is expected to involve hundreds of gyms across several countries including New Zealand, Brazil, Thailand, Armenia and the United States. Tens of thousands of participants are expected to join the campaign.
Funds raised through the initiative will support UNICEF emergency operations, including the delivery of clean water, nutrition, medicine and psychological support to children and families affected by crises.
Mills said flexible humanitarian funding is especially important because organisations such as UNICEF often need to respond rapidly to different emergencies including conflict, drought, flooding, disease outbreaks and displacement.
He added that climate change is becoming a major factor worsening humanitarian crises, especially in vulnerable countries where disruptions to food systems, water supplies and public services increase pressure on communities.
South Sudan remains among the countries facing repeated humanitarian challenges linked to flooding, food insecurity, displacement and limited infrastructure. International agencies have frequently warned that children are among the most affected groups during emergencies.
Mills said younger generations increasingly expect companies to play a positive role in society rather than focusing only on profits and expansion.
He also warned that businesses risk losing credibility if corporate responsibility campaigns are viewed only as marketing exercises without genuine long term commitment.
Les Mills said its partnership with UNICEF is based on practical support rather than branding, combining UNICEF’s field expertise with the fitness company’s global community network.
The company believes large organisations can help mobilise communities quickly during emergencies by using their scale, digital reach and customer engagement capabilities.
Industry analysts say campaigns linking business brands with social and humanitarian initiatives are becoming more common as companies seek stronger public trust and deeper customer loyalty.
In East Africa, including South Sudan, humanitarian agencies continue to depend heavily on private sector partnerships and international fundraising to support emergency operations and child welfare programmes.
Les Mills said Workout for the World demonstrates how businesses can combine commercial success with wider social contribution, particularly during a period of increasing global humanitarian pressure.