Dixon, the former Mis-Teeq singer turned solo artist who was recently named the gym's brand ambassador, will front the campaign, which spans local and national newspaper advertising, leaflets, posters and online activity, as the company looks to boost membership numbers.
A promotion with Capital Radio has also been created where listeners will have the chance to take part in a workout with Alesha at an LA fitness club in London. The campaign has been created by Kindred and planned by Trinity Communications.
The activity is part of the group's £30m investment plan, which will also see it refurbish all it clubs by 2012.
LA Fitness said the £1m marketing spend represents a 20% increase in investment on the same period last year. The company said that it reflected "the intense competition between private chains to lure new members and retain existing ones".
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