Digital Strategist

Partner
As a partner at Affinity Wellness Alliance, I collaborate with global industry leaders to exact positive change in the health, fitness, and wellness industries. Through our free virtual forums and partners’ service offerings, we work together to drive innovation and success for wellness businesses worldwide.

Founder
Founded MemberPRO to help membership organisations simplify digital transformation and drive growth. By leveraging innovative tools and strategies, MemberPRO provides tailored digital solutions to enhance member engagement, satisfaction, and organisational success.

Founder
Founded FitWeb to become New Zealand’s specialised web design service for the fitness industry. Endorsed by ExerciseNZ as the ideal partner, we don’t just build websites – we help your business grow, attract more clients, and inspire healthier communities across New Zealand.

Chief Innovation Officer (CIO)
Leading digital efforts for ExerciseNZ and REPs. Developing, implementing, and optimising cutting-edge products to enhance member services, operational efficiency, and improve member engagement across both organisations.

REPs Registrar
Responsible for overseeing the registration process for exercise professionals and facilities in New Zealand. Ensured compliance with industry standards and managed the growth of the REPs registry through strategic initiatives.

Chief Operating Officer (COO)
Managed day-to-day operations, focusing on empowering team members to succeed in their roles, enhancing operational efficiency, and driving organisational growth. Played a key role in strategic planning and execution to expand ExerciseNZ’s and REPs’ influence in the NZ exercise industry.

Special Projects Manager
Worked on a variety of projects that contributed to the development and success of ExerciseNZ and REPs. Collaborated with stakeholders to deliver solutions and drive organisational objectives.

Founder
Established PT Designed to provide web design and online tool implementation services to Personal Trainers, helping them increase traffic, streamline their operations, and grow their client base. Focused on delivering customised digital solutions to elevate PTs’ online presence and business performance. Made a successful exit, selling the business to a Canadian Education Provider.

National Performance Manager
Oversaw all corporately owned Vive Fitness locations, ensuring consistent operational success across all clubs. Spearheaded new initiatives for member engagement, staff development, and facility improvements, leading to increased profitability and member satisfaction.

Marketing Director
Developed and executed innovative marketing campaigns that boosted brand awareness and drove membership growth. Managed digital marketing, local outreach, and partnerships to enhance the visibility and positioning of Vive Fitness in a competitive market.

Club Manager – Various NZ Locations
Led the operational and strategic management of various Snap Fitness locations, driving membership growth and ensuring exceptional member experiences. Focused on creating community-driven environments and improving member retention through targeted outreach and service improvements.