Creative Brand Communications

Alesha Packs A Punch for LA Fitness.

LONDON, Tuesday 4th May: She’s a TV favourite and pop starlet to boot, but Alesha Dixon has added another string to her bow as she kick starts her role as LA Fitness’ new Creative Director.

The Boy Does Nothing singer, often hailed for her ‘perfect pins’, is working with the health and fitness brand in a bid to make Britain aware of the benefits of a healthy and active lifestyle.


The four year partnership will see Alesha work with LA Fitness’ team of fitness instructors to create two energy enhancing work out plans totally unique to the market, which will be unveiled in May and September respectively. One of the exclusive routines will draw on Alesha’s dance champion status.

LA Fitness’ new and existing members will be able to work out to moves crafted by Alesha that have been designed to get people excited about exercise, enhance the fun and appeal behind working out and to encourage them to start taking their fitness plans seriously, ditching the ‘gym fad’ attitude.

Alesha, whose high energy dance routines earnt her the coveted Strictly Come Dancing crown in 2007, is eager to get the message across that hitting the gym isn’t just about body image.


Alesha Dixon said; “So many people think working out is all about toning and looking good, and that’s what scares a lot of people. But the more important side of it is staying in shape to maintain a healthy heart. I know how dull and uninspiring exercise can be, and it’s easy to fall out of the habit, which is why I’ve made sure my work outs have as much variation and fun factor as possible.”

Alesha’s role as Creative Director will place her at the forefront of the brand’s biggest initiatives and innovations, as the brand continues an ongoing revamp across its 81 gyms. Alesha is out to keep the current members on track and recruit new members to the fold.

So woe betide anyone with a quit mentality…Alesha’s on a mission, and she packs a mean punch!

For further information, please contact Taylor Herring PR on 020 8206 5151


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