Membership promotions, added value services and operational information, such as appointment reminders, will be sent to potential customers via SMS and email channels.
The fitness group currently has 165,000 members across 67 UK sites. It is gathering potential customer details through text and win promotions, and text response newspaper ads.
Cannons' staff will use Incentivated's online mobile management platform Iris to power the campaign.
Mathew Hart, group marketing director at Cannons, said: "Incentivated demonstrated a solid understanding of our needs, and proposed a comprehensive campaign solution that could be managed at HQ or club level."
Jonathan Bass, managing director of Incentivated, said: "Today's health club operators run highly efficient businesses, and customer service is a key differentiator. Cannons' mobile and email campaigns are low-cost solutions for winning new customers, and retaining existing members."
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