Anthony Joshua-backed gym hires TLA

BXR, a members-only fitness facility backed by IBF Heavyweight Champion Anthony Joshua, has chosen The Lifestyle Agency to launch its flagship site on Chiltern Street in London.

The agency has been briefed to target lifestyle, health and fitness, interior design and trade media, positioning its offering of the highest level of professional boxing training.

Charlie Pearson, MD of The Lifestyle Agency, will lead the account and report to BXR co-founders Neil Sanyal and Olia Sardarova.

Sardarova said: We chose The Lifestyle Agency for the hands-on approach that comes from working with such a close-knit and efficient team. The team are young, dynamic and forward thinking which entirely compliments our brand ethos. We felt we were in safe hands and could see ourselves working really well with the agency on all conceptual and creative levels.”