Alesha Dixon, Singer, Songwriter and BBC Strictly Come Dancing star, is now bringing new glamour and energy to the gym floor in an exclusive partnership deal with health club chain LA fitness. Alesha, famous for her perfect pins, is set to work closely with the LA fitness board devising new dance and exercise routines and advising across a broad spectrum of health and fitness issues as part of the chain's £30m revamp.
The four-year ground-breaking contract is unique in that Alesha will not be just the face of LA fitness, but her strategic role will see her enjoy a share in increased revenues and profits of the business.
CEO Martin Long says: "Alesha will bring a fresh, contemporary eye to the entire LA fitness business. She is not only a fantastic, healthy role model for our current and potential members, but also someone who has expertise and insight into how health and fitness can and should be a lifestyle choice for more people."
"This is a unique relationship in that the vast majority of her renumeration will be performance related, and a direct result of revenue growth.
As such we look forward to working with her to develop new classes and products that our current members will enjoy, and that capture the imagination of potential members."
The deal with LA fitness is part of Alesha's strategy to develop her business brand, and the relationship with LA goes far beyond the usual celebrity endorsement and flat fee normally favoured by brands.
Alesha Dixon says: "I chose to work with LA fitness because they have a great product that's accessible to everyone. I'm really looking forward to helping them develop the business by working alongside the LA board to advise on products and class routines. I do hope that people will come down and check out the new LA as I'm going to be injecting my own sense of fun and enjoyment to the Club experience!"
The appointment comes as part of LA fitness' repositioning plan in the UK, including the refurbishment of all 83 clubs, and the launch of the new LA fitness experience including new products and services and a new member journey for its 230,000 members.