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.

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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 The idea came from his own frustration with outdated tools for remote training, and he’s been driving the platform forward ever since.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.

Ryan Singh

Chief Customer Officer

Ryan leads Coach Growth & 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.

Andrei Nita

Chief Technology Officer

Andrei leads technology at FITR. With over a decade of experience building and scaling SaaS platforms, he has led engineering, data and AI initiatives across high-growth SaaS companies.At FITR, he is responsible for the technology strategy, platform architecture and AI capabilities that help power the next generation of fitness businesses.

Eva McBride

Head of Marketing

Eva heads marketing at FITR, shaping how the brand shows up and connects with coaches worldwide. She brings marketing leadership experience across both the fitness industry and B2B SaaS, with expertise spanning brand, growth, and audience engagement. At FITR, she is focused on expanding the brand's reach and helping more coaches discover the platform and become part of the community.

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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Powering PT'S with 1 to 15k+ clients