Cannons Health & Fitness has appointed The Lab for the launch of an integrated campaign to increase membership numbers.

The health and fitness club hired the agency following a four-way pitch against Initials, WDMP and Bright Blue Day, overseen by creativebrief.

The Lab will develop marketing communications, including direct mail, outdoor, press, in-store and online activity.

Cannons, which currently has 17,000 members, already runs loyalty mechanisms to boost numbers. It is part of the Nectar rewards scheme, which enables cardholders to spend points on day passes at the chain's leisure complexes.

The health and fitness company also runs partnership marketing initiatives with the Tussauds Group, Club Med and car-hire firm Auto Europe. Under the schemes members receive discounts and vouchers when making bookings with affiliates.

It has also tied up with Cancer Research UK, by giving members the opportunity to pay an additional £2 a month, which Cannons then matches and donates to the charity.

Cannons Health & Fitness is part of the Cannons Group, which also includes Courtneys, the public leisure-facility brand. It has 65 centres in the UK including 18 in and around London.