LA Fitness pitches to replace Fuel

LA Fitness is staging a pitch for its national consumer PR work to replace Fuel PR, now that the agency’s three-month trial period has ended.

The health and fitness club’s public affairs and investor relations manager Carolynne Bull-Edwards said agencies are now being seen as the company prepares for its next financial year, which starts next month.

She added she did not want to go into details of the departure of Fuel, only to say that it was the company’s decision following the end of a three- month trial period.

Also this week it has been announced that LA Fitness has decided to appoint an agency to handle regional PR, which was previously undertaken in-house. The account has been won by Northern Profile, which until this summer worked for rival Fitness First.

It is understood that NP’s fees will be £70,000 a year from 1 August, with an extra £20,000 payable depending on the company’s sales performance.

NP managing director Nick Brown is understood to be keen to present the news of its move away from Fitness First as the agency’s decision. It is understood Brown believes the agency was offered the chance to stay with Fitness First, with whom it was on a month-by-month rolling contract, but declined, to work instead with its rival.

But Fitness First’s PR and internal communications manager Lisa Curtis said the firm decided to sever its contract with NP to bring the function in-house.

She added that there was no intention to work with an external PR firm in the near future.

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