Gym chain LA fitness has launched a new Member Pledge scheme as part of its strategy to improve customer service and member experience across its 79 sites in the UK.

As part of the Member Pledge, the company has launched a new website outlining its policy on everything from security to flexible membership contracts and what to do if personal circumstances change.

In a statement, the company said it recognised that the gym sector has "not always had the best reputation for customer service", but that it was determined to underline the work it has done behind the scenes to create a better member experience.

LA Fitness chief executive Martin Long said: "This Member Pledge sums up the progress we have made over the past two years to improve our service standards - not just in the first few days of your membership, but throughout a member's fitness journey with us. We know we don't always get it right, but we think this shows our confidence in how much we have improved."

The pledge was launched as the privately-owned company announced its trading figures.

During the nine months to 31 January 2012, the number of LA Fitness members increased by 11,000 - taking the total to 200,000. Like-for-like sales for January rose by 3 per cent compared to 2011, while the annual member retention rate rose by 4 per cent.

In the 15 months to October 31, 2011 LA Fitness posted turnover of £112m - up from £92m - and underlying earnings of £20m, which is a 9 per cent like-for-like increase on the previous comparable period.

The group is in the midst of a £30m investment and brand repositioning programme, which has seen it refurbish most of its 80-strong gym chain and overhaul its member experience.

It recently launched MYLA Memberzone - a digital hub where members can manage their account and class bookings with their gym, as well as use Technogym's Aspiration Finder technology to create and review personal programmes. LA Fitness intends to roll-out additional services to MYLA later this year.

Long added: "The group's performance in 2011 was very strong with improving net member movement, retention and future contract value all indicating strong positive trends for 2012.

"The continued investment in facilities, equipment, technology, our people and our product, coupled with a significantly improved financial performance, augers well for the group in the future and the LA Fitness board expects the group to deliver further improved EBITDA profits in the forthcoming year."

Image: LA Fitness CEO, Martin Long