The pitch is being co-ordinated by Carolynne Bull-Edwards, who joined as public affairs and investor relations manager in November last year (PRWeek, 1 November 2002).
LA Fitness has used Berkshire-based Promote PR for national consumer and trade PR since last June.
Bull-Edwards said she 'hoped Promote would re-tender', insisting the repitch was not a reflection on that agency's work.
'I'm new to the role and want to see what's out there,' said Bull-Edwards, adding she wanted more coverage of LA Fitness in the consumer press.
Pitches will be held in late February, with the account starting almost immediately afterwards on 3 March.
In addition to day-to-day consumer PR work, Bull-Edwards said the hired agency will handle 'larger strategic projects', although she would not disclose details.
Until the end of last year LA Fitness used Bell Pottinger Financial to handle City and corporate PR.
Bull-Edwards, who joined from a role as features editor of Shares magazine, said Bell Pottinger Financial has ceased to be on a retainer although it 'could be used on an ad hoc basis in the future'.
Bull-Edwards is the only LA Fitness staff member who handles PR, but the chain has a four-strong in-house marketing team headed by brand director Zoe Sharp.