Gym targets Xmas gorgers

Gym chain LA Fitness is to use icas PR for a New Year drive to attract and retain customers who have piled on the pounds over Christmas.

The six-month brief, won without pitch, will revolve around a ‘national health-check' planned for next spring.

Further details on the initiative are undisclosed.

‘There is a huge market for those who have eaten well over Christmas and made a New Year's resolution,' said icas deputy MD Zoe Ward-Waring.

She added: ‘With the current focus on healthy lifestyle and obesity, it's a newsworthy time for gyms.'

Ward-Waring reports to LA Fitness marketing director Mark Jenkins.

In the past the chain, which has 88 UK outlets, has used agencies on a project basis.  Last year it brought in Kaizo for a programme designed to harness kids' pester power in order to get parents to sign up to its clubs (PRWeek, 27 October 2005).

ALSO... Virgin Active, the health and fitness operation that this week completed its acquisition of Holmes Place, is believed to be on the verge of appointing a new agency after drawing up a four-strong shortlist, writes Alex Black.

Holmes Place incumbent Promote Public Relations is currently still working on its account.

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