LA Fitness brings in Fuel to promote chain nationwide

Fuel PR has scooped the PR account for LA Fitness as the health club chain seeks to woo non-gym-goers into its clubs.

The agency was hired after a pitch process last month (PRWeek, 31 January), in which 11 agencies made presentations, according to LA Fitness public affairs and investor relations manager Carolynne Bull-Edwards.

Fuel PR managing director Gillian Waddell said one aim of the nationwide PR contract was to promote the LA Fitness brand to 'the 80 per cent of the British population who go nowhere near a gym'.

PR activity will stress the relative cheapness and 'convenient' locations of LA Fitness's 59 clubs, added Bull-Edwards.

Fifty-six agencies - plus former incumbent Promote PR - contacted LA Fitness with the aim of being invited to pitch.

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