Alesha Dixon dances her way to LAFitness role
GYM chain LA Fitness yesterday said it had recruited singer and Strictly Come Dancing star Alesha Dixon as a board adviser.
Dixon – who won the hit BBC talent contest before joining the show as a judge – has signed a four-year profit sharing deal with the gym chain.
The advisory role is set to pocket Dixon up to £3m in bonuses – far higher than the normal flat-fee that celebrities charge when agreeing to promote a company.
The deal was negotiated by Crystal Entertainment, a company set up by Charles Garland, a former development director of advertising agency BBH and chief operating officer of Simon Fuller’s 19 Entertainment.
LA Fitness is currently undergoing a £30m restructuring, including the refurbishment of all 83 clubs and the launch of new products for its 230,000 members.