How do you describe your company in one sentence?
Lift Brands EMEA is a leading innovator in the fitness industry. Our team deliver results through the most rewarding fitness experiences in the world, changing lives daily. As the parent brand to Snap Fitness and Fitness On Demand we strive to create meaningful experiences for our franchisees, employees and members. Each company in our portfolio has its own unique specialty that helps create the foundation for physical and mental wellness.

What target/milestones are you laser-focused on this year?
This year we’re focused on delivering over 40 modernisations, launching new studio-led models, expanding into new territories, and strengthening the performance of our EMEA club network.

What is your proudest ever career achievement?
Leading Lift Brands EMEA through a period of rapid growth, innovation, and cultural transformation — while consistently building shareholder value and a world-class leadership team.

What excites you the most about the next 12 months?
Rolling out bold changes across the network — from club design to product innovation — and seeing our people and franchisees thrive in an environment built on clarity, energy, and results.

What is the best business lesson you have ever learned?
Growth doesn’t come from doing more — it comes from doing the right things, at the right time, with the right people.

If you could wave a magic wand and change something about our industry, what would you change and why?
I’d shift the industry mindset from access and aesthetics to outcomes and longevity — helping people live longer, move better, and thrive through functional, results-led fitness.

Describe yourself in three words
Focused. Strategic. Relentless.

What is your personal mantra?
Build great people, build great businesses.

Who has been the biggest influence in your life?
My time serving in the military taught me discipline, resilience, and the importance of leadership — lessons that have stayed with me in every chapter of my career.

If you had an extra hour in your day, how would you spend it?
To think. Time to step back, reflect, and reset is where real clarity and breakthroughs come from.

If you could have dinner with any three people – past or present – who would they be?
Phil Knight, for his brand tenacity; Simon Sinek, for his insight on purpose; and Marcus Sheridan, to talk content, trust, and truth in marketing.

If you had to write a message on a billboard for all to see, what would you write?
Don’t play at it. Lead.