The campaign, created by Kindred, will run from today (18 January) for six weeks and will take in outdoor, digital, press ads and direct marketing.
LA Fitness has also signed a deal with Capital Radio to offer listeners the chance to take part in a workout with Alesha at an LA fitness club in London.
Alesha Dixon, the pop star and Strictly Come Dancing judge was recently announced as the gym chain’s brand ambassador as part of a four-year contract.
Her involvement is another strand to the group’s £30m investment plan, which will also see it refurbish all clubs by 2012.
The campaign is up-weighted with £250,000 of the spend focused on London and the southeast where a third of its clubs are located.
LA Fitness has increased its marketing spend by 20% against the same period last year in a bid to recruit new members and retain existing ones.
LA Fitness marketing director, Tony Orme, says: “January is a crucial time for all gyms to secure new members and LA Fitness will sign up more than three times as many members in January as December.”
The gym chain aims to increase membership to 250,000 over the next three years.
La Fitness has also relaunched its customer focussed “LA Fitness Experience” which aims to encourage increased visits and loyalty.
The chain’s CRM programme recognises members who have not visited the gym for 30 days and contacts them by phone, email or text with incentives such as a free personal training session or a free one-month pass for a friend to get them back in the gym.
Media planning was handled by Trinity Communications.