The gym chain is refurbishing all 81 of its UK clubs in an effort to expand its existing 230,000 members over the next six months.
LA Fitness has just signed a four-year deal with Alesha Dixon to help increase its brand awareness. She joins as the company’s creative director.
The brand will focus on developing a series of dance and exercise routines for its gyms.
Taylor Herring has been asked to oversee creative campaigns promoting LA Fitness’ values as a champion for health and fitness, reinforcing its commitment to create a healthy work/life balance.
In addition the agency will oversee all talent management around Dixon, and will attempt to emphasise her business credentials.
Eye PR, appointed in September 2009 to support LA fitness £30m investment plan, will continue to manage consumer trade and corporate press office for the brand.