Jenkins takes on CRM at LA Fitness

LA Fitness has appointed Mark Jenkins as head of customer relationship marketing (CRM) with a brief to implement and manage its customer retention strategy.

Jenkins has more than 10 years’ experience in devising and implementing CRM programmes for a variety of organisations, most recently consulting for Sainsbury’s and Eurostar on CRM, communication and the use of data.

He was head of CRM at Sky Active for two years and also a consultant at Ogilvy One, working on projects for Deutsche Bank, IBM and the Royal Mail.

As part of his new role, Jenkins will improve the value of the member database at LA Fitness by focusing on increasing the length of memberships through better communication of products and services. His team will also look to increase brand loyalty by ensuring that customers get the most out their memberships and stay for longer.

Stuart Broster, the recently appointed LA Fitness COO, said: “Operators can’t afford to ignore CRM and through Mark and his team we will have a much better understanding of our members’ needs.”