PayasUgym has named Alejandra Alvarez its new head of brand as the gym pass provider bids to make a transition from pure online lead generation to becoming ‘a more holistic health and fitness brand.’

Fitness fanatic Alvarez has been an instructor of Les Mills classes such as Bodypump and RPM for the past eight years and has gained first-hand experience in dealing directly with consumers and multiple fitness venues through teaching eight classes per week.

In addition, she is a seasoned marketing professional, having spent the past decade in senior roles at P&G and, most recently, Energizer in London.

“I am delighted to be joining the PayasUgym team where my two passions meet,” said Alvarez. “Our job is to add value by deeply understanding the goals of customers and fitness providers – therefore creating possibilities for them to meet, ultimately helping people live more active and healthy lives.”

“It’s an exciting time to be in fitness, where innovation is the name of the game. I look forward to embracing the opportunities ahead, evolving our brand and strengthening the muscles of our business in this changing marketplace.”