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Kevin Yates appointed as CEO EMEA at Lift Brands


Just four months after joining Lift Brands EMEA as Chief Operations Officer, Kevin Yates has been appointed as CEO EMEA for the global fitness and wellness group. In his new role, Kevin will be responsible for the growth and innovation of the collective brands, including operations of the Snap Fitness franchise.

“In my role as CEO of EMEA, I am dedicated to spearheading a transformation, guided by a vision that resonates with the exceptional standards of our global leadership team,” said Kevin. “We are poised not merely to respond to market changes but to be at the vanguard, forging new paths and enhancing the fitness experience.”

As Kevin steps into his new role, he will cover the operations of the European, Middle Eastern and African markets. As well as overseeing brand performance amongst franchisees across the EMEA group, Kevin will lead the development of the Snap Fitness franchise, ensuring continued growth bolstered by the network of dedicated, motivated franchisees.

“As the new CEO of EMEA, my primary goal is to fortify our position as a market leader in the health and fitness industry,” explained Kevin. “Building on my experience, I aim to drive innovation and operational excellence across our network. My focus will be on enhancing customer experience and leveraging digital transformation to offer personalised, cutting-edge fitness solutions. By fostering a culture of high performance and continuous learning, I intend to empower our teams to achieve new heights, ensuring robust returns for our stakeholders and furthering our commitment to health and wellness."

Kevin’s established career includes roles spanning three decades, including founding the TRIB3 group across the UK, Ireland, Europe and China. In terms of professional accolades, he has served at both board level and in senior management positions within both the leisure and marketing industries. In 2022, Kevin was recognised alongside eight more entrepreneurs in the Health and Beauty industry as a Great British Entrepreneur of the Year, acknowledging his strategic insight in revitalising businesses and propelling their expansion.

Since taking the helm of the UK & Ireland franchise markets in his previous role as COO, Snap Fitness has gone from strength to strength. Outside of PureGym and The Gym Group, Snap Fitness is the only other top 30 operator to have opened more than five clubs between 1 April 2022 and 31 March 20231. The brand’s results for the end of Q3 saw member growth increasing 10.3% against the industry average of 3.4%*. Kevin looks forward to implementing international growth strategies in 2024.

"In the coming year, we are eyeing strategic expansion in both mature and emerging markets,” added Kevin. “Internationally, we're exploring opportunities in Central and Eastern Europe, where there's a growing appetite for innovative fitness solutions. Within the UK and Ireland, our focus will be on penetrating underserved markets, particularly in suburban and semi-rural areas, capitalising on the shift towards localised fitness options post-pandemic. Our expansion strategy is data-driven, focusing on locations where we can deliver the most value and make a significant impact on community health and wellbeing.

"Leading the UK & Ireland Snap Fitness network at such a pivotal time is both exhilarating and humbling. The rapid growth of our network is a testament to the strength of our franchise model and the unwavering dedication of our team. This growth not only underscores the rising demand for quality fitness facilities but also highlights the immense potential of franchising in the health and fitness sector. My role is to ensure that we continue this upward trajectory, maintaining high standards of excellence and innovation, and fostering strong, mutually beneficial relationships with our franchise partners. It's an exciting time to be at the forefront of this dynamic and evolving industry."

To find out more about Snap Fitness opportunities in the UK & Ireland, visit: https://www.snapfitness.com/uk/why-franchise-with-snap-fitness

1 UK Fitness Industry Report, 1 April 2022 – 30 March 2023

* This figure encompasses both private and public gyms

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