About Fitr

Learn about the team and ethos behind FITR and our motivation to create a software that empowers personal trainers to grow their business.

The idea

After years of frustration using existing solutions, social media and spreadsheets, FITR was born. Current offerings weren’t built to allow fitness professionals to grow and scale their business, or they only offered isolated features that didn’t meet the needs of all personal trainers.

We provide a turnkey solution for anyone needing to build an online personal training business. Everything under one roof. We’re not just ‘personal trainer’ software, we have the ‘Shopify’ effect. PT's create a digital store to sell their digital training products.

"Saving time and making more money"

Recognising that coach’s earnings are limited by time, our platform has been built with the functionality to help you sell en masse without requiring a large time investment. Browse our features to learn how we do this.

Features

“We provide a platform for personal trainers to elevate the career of coaching into something with a limitless ceiling on earning potential, therefore creating a sustainable long term career.”

Leon Cassidy

Founder & CEO

Growing strong

Since the first paying coach joined us in 2019, we’re now supported by internationally recognised brands and personal trainers worldwide. Collectively they’ve earned over £20 million via the platform.

POWER YOUR PERSONAL TRAINING BUSINESS WITH OUR SOFTWARE

Our success to date stems from our mission to create the best software solution for personal trainers and fitness coaches on the market. We listen to our coaches and their clients to continually develop the platform.

Join our community and help shape the future of the coaching industry.

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SENIOR TEAM & BOARD

Leon Cassidy

Founder & CEO

Leon leads FITR as Founder and CEO. A KPMG-trained chartered accountant, he built his career in corporate finance and venture capital before launching FITR. The idea came from his own frustration with outdated tools for remote training, and he’s been driving the platform forward ever since.

TOM LIVINGS

Chief Product Officer

Tom shapes the product vision at FITR. With deep experience in the online fitness space, he has guided businesses through acquisitions and high-growth phases. His insight is helping FITR take a leading position in the personal trainer software market.

kATRINA SOUTHEY

Chief Operating Officer

Katrina oversees operations at FITR, ensuring smooth growth and global reach. Previously Marketing Director at Virgin Active, she brings a sharp understanding of how to engage and expand audiences. At FITR, she’s focused on strengthening connections with coaches and clients worldwide.

SHaun Cassidy

Chief Business Development Officer

Shaun drives business development at FITR. His background spans law, special operations, and scaling mobile software startups through fundraising and international projects. He brings energy and experience to grow FITR’s sales channels and deliver world-class support to our community.

Jess Roberts

Head of Marketing

Jess leads marketing at FITR, focused on growing the brand and championing the customer. With 17 years’ experience across brands like Marks & Spencer, Puma and Australia Post, she brings a wealth of knowledge to the team. Her passion lies in making FITR stand out and helping users get the most from the platform.

Ryan Singh

Head of Customer Success

Ryan leads Customer Success & Experience at FITR, focused on helping coaches scale their businesses and creating world class user journeys. With 8 years’ experience across FinTech, HealthTech, and SaaS startups, he brings deep expertise in building and scaling CS teams, driving retention, and turning customer success into a growth engine.

Keith Boyd

BOARD MEMBER

Keith is an entrepreneur, business leader, and committed IronMan age-grouper. He believes in fitness as the key to balanced mental health. Inspired by FITR’s ability to connect coaches with people chasing ambitious goals, he joined as both an investor and advisor.

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