ABOUT US

The team and the story behind the platform that takes your coaching business as seriously as you do.
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THE Fitr STORY

The fitness industry has never been louder. Everyone's a coach. Everyone's got a program, a following, before and after photos and bold claims about what they can do for you.

Then there are the coaches who got into this because they love what it actually does for people. Who show up properly before anyone's watching. Who tell clients the truth on a bad week. Who measure success in lives changed, not likes. The coaches building something real.

Fitr is the business builder for coaches that turns real work into real results. Built with a level of care that doesn’t change depending on whether anyone's looking.

Real coaches deserve a platform built the same way they coach. So we’re calling out the industry for what it rewards and championing the coaches who refuse to play that game.

Giving them the tools, the truth, and the recognition to go further than they thought possible.
If more real coaches can grow their businesses, more people can work with a real coach. And the results of that work can make a real difference in people’s lives.

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Senior Leadership Team & Board

Founder & CEO
Leon Cassidy
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A KPMG-trained chartered accountant, Leon built his career in corporate finance and venture capital before launching Fitr, out of his own frustration with outdated tools for remote training.
Chief operating officer
Katrina Southey
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Katrina oversees operations at Fitr, ensuring smooth growth and global reach. Previously Marketing Director at Virgin Active, she's focused on strengthening connections with coaches and clients worldwide.
Chief Product officer
Tom Livings
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Tom shapes the product vision at Fitr. With deep experience in the online fitness space, he's guided businesses through acquisitions and high-growth phases.
Chief customer officer
Ryan Singh
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Ryan leads Coach Growth & Experience at Fitr, focused on helping coaches scale their businesses and building world-class user journeys, drawing on 8 years across FinTech, HealthTech and SaaS.
Chief Technology officer
Clive Baker
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Clive brings over 20 years of experience, with a track record of leading major acquisitions and scaling platforms across global markets into modern, cloud-native systems. At Fitr, he's driving technology, AI, and supporting the wider business into its next phase of growth.
Board member
Keith Boyd
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Keith is an entrepreneur, business leader, and committed IronMan age-grouper. 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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