Research by Enjoy! Direct Media has shown health and fitness clubs in the UK spent more than £5m on 13 million flyers and brochures in January - an increase in spend of 18 per cent on the same period last year.

The company said £1.3m was spent on direct mail and £4.4m on door to door distribution.

Adrian Marks, managing director, said: 'This is an indication of future marketing trends for the fitness industry.

' Direct mail and leaflet distribution are becoming increasingly cost-effective due to enhancements in the analysis of socio-economic categories of members and the targeting of potential members.'