James Caan's Nuyuu gym chain appoints Trinity Communications

LONDON - Nuyuu Fitness, the gym start-up baked by Dragon's Den star James Caan, has appointed Trinity Communications to handle its media planning.

James Caan...Nuyuu boss
James Caan...Nuyuu boss

The fitness company, which has three gyms but is set to embark on an ambitious expansion programme, has appointed Trinity to plan a campaign to promote the newly branded gyms.

A campaign, created inhouse at Nuyuu, will launch this month in local press, outdoor and radio and will continue into January.

Nuyuu will pitch itself as the best value-for-money gym chain and will initially look to raise awareness in local communities in Slough, East Grinstead and West Lothian.

Ben Silcox, the managing director of Nuyuu, said: "Trinity has exactly the right balance of category experience, commitment to tailored local media planning and entrepreneurialism that we need."