Promote's activity will focus on increasing the profile of the David Lloyd brand, with proactive media campaigns in national, consumer, regional and online media.
Promote will also operate the press office, provide crisis management support and assist individual clubs in driving their own local PR activity.
The PR programme will aim to distinguish David Lloyd from other UK health and fitness operators, by highlighting its sports offering, the quality of facilities and family-friendly programmes.
The agency won the account following a five-way pitch.
Promote has specialised in the active leisure sector for 16 years and currently represents clients including Reebok, Gatorade, Volleyball England and The Fitness Industry Association.
Promote managing director Sue Anstiss said: ‘The health of the nation is high on the public agenda with government campaigns like Change4Life, and the profile of sport and wellbeing continues to grow with the London Olympics in 2012 on the horizon.'