Health and fitness chain LA Fitness has hired consumer PR agency Taylor Herring to handle publicity as it undergoes a major brand revamp.

The fitness brand, which already has 81 gyms around the UK, recently signed a four year deal with Alesha in November 2009, whom Taylor Herring will be utilising as part of its brand awareness raising activity.

LA Fitness are developing a series of new dance and exercise routines for the gym as part of its £30 million revamp which will see all of its clubs refurbished, in an effort to expand upon its existing 230,000 members.

Taylor Herring have been briefed 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. The agency will work alongside LA Fitness to look at innovative ways to enhance the LA Fitness Experience, and take a fresh approach towards helping their existing membership pool achieve their fitness goals throughout the year. The PR drive will also be tailored towards recruiting new members over the next six months.

In addition, the agency will oversee all talent management around Alesha, who will be supporting various upcoming LA Fitness products and services, whilst also enhancing her business brand – Alesha joins the company as Creative Director.