Van beat off three other agencies and will take over from Finn Communications, which held the account for four years.
Van’s brief is to attract new members, and retain existing ones, by highlighting Cannons’ ‘unique personality’ as a place to relax and have coffee as well as enjoy treatments and go to the gym.
Cannons’ brand development manager Mark Dugdale said: ‘We position ourselves differently to our competitors, focusing on a holistic approach to a health club, rather than solely on the unobtainable results of training in the gym.’
Fees are undisclosed. The agency – led by co-founder Matt de Leon – will target national health and fitness writers and reporters.