Founder & CEO of CoverMe, Rosanna Tucker is a former Great Britain athlete and a fitness industry entrepreneur with more than 25 years’ experience spanning elite performance, operations and technology.
Her career has been shaped by a deep understanding of what it really takes to build, manage and retain high-performing teams in one of the most people-dependent industries in the world.
Having spent decades working across health clubs, studios and global fitness brands, Rosanna saw first-hand how fragmented systems, manual processes and outdated workforce tools were holding the industry back: operators were juggling multiple platforms; instructors were overworked, under-supported and often invisible; and compliance was reactive, rather than proactive. The cost of poor workforce management manifested in burnout, churn and inconsistent member experience.
That insight led to the creation of CoverMe, the workforce operating system built specifically for health and fitness, where Rosanna is Founding Partner and CEO. CoverMe brings recruitment, onboarding, scheduling, communication, compliance and reward and recognition into a single, unified platform. By replacing multiple disconnected tools with one intelligent system, CoverMe helps operators reduce risk, save time and unlock the full potential of their people.
Under Rosanna’s leadership, CoverMe has scaled across four continents, partnering with big-box operators and boutique brands. The platform now supports thousands of venues globally and connects tens of thousands of fitness professionals, delivering industry-leading retention and instructor subbing rates. What makes this growth notable is that it has been achieved with a relentless focus on operational reality, not hype. Every feature is built around the day-to-day pressures faced by operators and instructors alike.
Rosanna is particularly passionate about the future of work in fitness. She believes the industry is at a turning point, where technology must move beyond admin and become a true enabler of people, culture and sustainable growth. As a female founder in a male-dominated tech landscape, she is also a strong advocate for women building scalable, globally relevant businesses without compromising on purpose.
Today, Rosanna speaks openly about leadership, resilience and the uncomfortable growth required to build something meaningful. Her mission is simple but ambitious: to professionalise the fitness workforce, protect the people who power the industry, and help operators build businesses that are fit for the future. She is also a speaker at Beyond Activ Americas in Dallas, USA.
