Action PR has launched Action Fitness Models, a modelling firm tailored to the fitness industry which represents models with genuine fitness ability.

Action Fitness Models is already used by several of the PR agency’s existing clients, including Everyone Active, miha bodytec and Pulse Fitness.

Following the launch, the list of models is now open for booking.

“We noticed a gap in the market for models who not only look good but are actually able to move, perform and execute exercises in a technically correct way,” said Action director Cheryl Hersey.

“Before launching Action Fitness Models we would often book models from other agencies who looked fantastic but weren’t able to do what we needed them to.”

The modelling agency represents a selection of models with a variety of fitness abilities, the majority of whom are qualified personal trainers. The model’s disciplines range from CrossFit and semi-pro football to yoga and Pilates.

Additionally, Action Fitness Models provides services that allow clients to book fitness photographers, source locations for shoots and hire a shoot director to help guide photoshoots.

“We shoot such a lot of video and imagery, it didn’t make sense to keep hiring models from external agencies,” says Action’s head of consumer, Rachel Moule.

“We’ve signed a group of talented models who we know are technically able to nail any brief.

“We believe the combination of our models, our direction and our photographer will produce stand-out results,” she said.