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The UK's second-biggest fitness club operator has appointed digital agency Underwired to handle the six-figure account following a three-way pitch.

As well as website design and online advertising, the agency will handle all eCRM activity for the brand.

The first phase of the revamped LA Fitness website will launch at the end of December to capitalise on the peak in fitness-related activity in the new year.

Eventually the site will provide personalised content for the chain's 250,000 members as well as information on its 88 clubs.