YMCA beefs up publicity team

London's Central YMCA is to ramp up its publicity having hired its first PR and media manager.

Divya Kohli, who joins from arts PR agency Midas PR, has a brief to promote the body's status as the UK's biggest charity promoting health and physical activity.

She has also been tasked with raising the profile of its subsidiary operations, including its flagship health and fitness club in Tottenham Court Road, and soon-to-open £1.7m arts and health centre in Kings Cross.

‘Our marketing department takes care of boosting membership. I have been brought in to promote brand awareness,' said Kohli.

‘We are the country's leading awarding body for health and fitness specific qualifi­cations [through Central YMCA Qualifications] and the largest provider of teacher training for the fitness industry in the UK through YMCAfit.

‘It is important that health and fitness titles know more about our work.'

Part of the brand awareness scheme involves telling consumers that despite its full name - Young Men's Christian Association - the charity is no longer focused solely on Christians or young men, but is instead concerned with ‘giving people a more fulfilling life through exercise'.

YMCA England is an umbrella body that oversees individual YMCA centres across the country.

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