George Flooks is the esteemed Chief Executive Officer of Wellness Forward Group, a preeminent luxury conglomerate specializing in premium fitness and wellness.
Under his visionary leadership, the group proudly houses three exclusive brands: (1) FitnGlam: A ladies-only premium gym that has swiftly expanded to four branches throughout the UAE within its inaugural year. (2) Platform Boutique Studio: A sophisticated fitness studio that epitomizes luxury and innovation. (3) Fitcode: A forthcoming mixed luxurious gym poised to open its doors in December.
George brings a wealth of experience to his role, having spent an impressive 12 years as the CEO of Fitness First MENA, owned and operated by the Landmark Group. During his tenure, George successfully oversaw the comprehensive growth and management of all Fitness First clubs in the MENA region, solidifying the brand’s prominence in the fitness industry. Prior to his pivotal role in the Middle East, George served as the Chief Operating Officer (Board Member) for Fitness First UK. In this capacity, he managed a portfolio of over 160 clubs across the United Kingdom and Northern Ireland, contributing to an annual revenue of 150 million sterling. George’s influence extends beyond Fitness First, as he served as a board member of the Health and Racquet Club Group. Instrumental in its growth from 8 to 86 clubs, with a membership of one million, George played a key role in listing the Health and Racquet Club Group on the South African stock exchange. Additionally, he facilitated the strategic sale to Virgin Active. Beyond his corporate achievements, George lives and breathes his passion for fitness. A seasoned athlete, he has completed four 70.3 half Ironman races. George’s commitment to physical training is rooted in his past role as a Physical Training Instructor (PTI) in the South African military. During his youth, he captained the South African school’s football team, earning a sports bursary to study in the USA. George holds a Bachelor of Science degree in Business Management and Administration from the University of West Virginia Wesleyan. Further demonstrating his commitment to personal development, George holds a master’s degree in Neuro-Linguistic Programming (NLP). He is not only an accomplished professional but also a motivational keynote international speaker dedicated to the growth and development of his staff. In essence, George Flooks embodies the fusion of leadership, athleticism, and passion, steering The Wellness Forward Group toward new heights in the realm of luxury fitness and wellness.
George is also a speaker at our EMEA Festival in Riyadh, Saudi Arabia.