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15/12/2009

LA Fitness Give Full Marks to Alesha Dixon

Alesha Dixon has signed a four year deal with Doncaster based LA Fitness to become the face of the health club chain. The company’s chief executive Martin Long said that Alesha, singer and star of the BBC’s Strictly Come Dancing, is an excellent representative for the company and a great role model for their customers.

The performance related deal will see Alesha not only representing the firm, but also providing widespread advice on a range of product issues and health and fitness topics, as well as creating new dance and activity programs. Alesha, who will receive a share of LA Fitness’ profits that have arisen as a result of her collaboration with the company, has said that she will bring her own sense of fun to the company.

The new deal is part of a project worth £30 million for LA Fitness, who own over 80 health clubs, and will involve the development of new products and services, along with the launch of a new customer relationship management scheme. The scheme is intended to create a more personalised service for members and attract old customers back to the gym. The project will also see the regeneration of LA Fitness’ health clubs, with more staff members working on the gym floor.