Exclusive Interview


sales to marketing, and finance to compliance. The priority is making sure franchisees and employees are supported. I see lots of opportunities to grow national


accounts and introduce partnership arrangements, as well as ensuring we remain front and centre of the industry. Coming from a background of managing large companies, I plan on using this knowledge to lead Anytime Fitness to new heights as it expands.


You’ve worked in the fitness industry before. What made you return? I have 40 years’ experience in the hospitality sector, including at Hilton – hospitality runs through my veins! There are skills I learnt in the leisure industry that will be powerful here,


because we are dealing with customers. While chief executive at LA Fitness, I grew the


brand to more than 100 clubs during my two- and-a-half years there, and I could see Anytime Fitness was already growing massively when I was approached by the team. I decided to move to Anytime Fitness because I recognised the opportunities and the growth within the health and fitness industry, as well as the market demand for health clubs. What’s more, I’ve been both a franchisee and franchisor, so I can understand and empathise with our franchisees’ needs, too.


Has the industry changed in recent years? There’s a ton of new technology, of course, but the underlying fact hasn’t changed: people


always want to look better and feel healthier, and we want to help them achieve this.


What are you doing to stay at the forefront? We’re a forward-thinking company with a personal touch; our focus is on the customer. We’re looking at processes to ensure there is always that interaction with people when they join; without that interaction, members will look elsewhere. As a company, we want to be known for being the first choice. It’s not enough just saying that, we need to implement initiatives that can demonstrate this.


What has happened for Anytime Fitness in 2017? The company celebrated the opening of its


104 | The Franchise Magazine 2018


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