Daine Finch
Riyadh,Saudi Arabia
Summary
Experienced fitness leader operating at group level across 235+ health clubs, specializing in business transformation, member experience, and revenue growth. Proven track record in building scalable fitness models, launching innovative products, and leading high-performing teams (2,000+ Fitness staff) to deliver measurable improvements in performance, retention, and engagement. Trusted partner to executive leadership, with experience driving national initiatives, digital transformation, and large-scale operations. Recognized as Employee of the Year (2025) from current Chairman and CEO for exceptional impact on business performance.
Overview
18
18
years of professional experience
1
1
Certification
Work history
Head of Fitness Experience
Leejam, Fitness time
Riyadh, Saudi Arabia
2025.01 - Current
- Assigned to establish and lead a NEW Fitness Experience division, expanding scope from program delivery to end-to-end member experience, retention, and service strategy across 235+ health clubs
- Partnered cross-functionally with the Sports Department to embed a member-first operating model across all fitness services
- Designed and implemented Member Journey 2.0, successfully deployed across the entire estate
- Recruited and developed a team of Fitness Experience Specialists, driving engagement, service quality, and retention
- Led the development and launch of a digital ecosystem (member & trainer applications) to support scalable delivery and tracking of fitness programs
- Built and implemented a new Balanced Scorecard (BSC) aligned to the member journey, linking performance, service standards, and retention metrics to incentives
- Positioned the Fitness Experience division as a central overlay across the fitness function, driving consistency, accountability, and continuous improvement at scale
- Supported gym floor layouts and club design, enhancing member experience and product flow across new and refurbished sites
- Led fitness innovation initiatives in recovery and wellness, building on an existing recovery solution previously launched across 40 clubs, and expanding product offering and member value
- Employee of the Year (2025) – Awarded by Chairman & CEO for exceptional leadership and impact on business performance and transformation
Head of Fitness Programs
Leejam Sport Company (Fitness time)
Riyadh, Saudi Arabia
2021.09 - 2024.12
- Promoted to head of fitness programs working closely with executives and senior leadership to shape fitness strategy and drive program innovation across 200+ health clubs
- Developed and launched signature personal training and fitness programs, driving revenue growth to 200M+ SAR and increasing penetration
- Launched the largest group fitness event in Saudi Arabia, achieving a Guinness World Record, significantly elevating brand visibility and market positioning
- Led the design, standardisation, and rollout of fitness products and programming at scale, ensuring alignment with commercial and operational objectives
- Oversaw performance frameworks across the fitness division, driving KPI visibility, operational efficiency, and improved business performance
- Built and implemented business intelligence dashboards, enhancing data-driven decision-making across multi-site operations
- Restructured key areas of the fitness function to support growth, scalability, and improved member experience
- Relaunched the Group Exercise offering, introducing national timetables, signature programs, new technology, and performance tracking systems, significantly enhancing member engagement and product quality
- Led national recruitment, onboarding, and development strategies for fitness and group exercise teams, elevating capability and performance standards
- Designed and implemented company-wide SOPs and operating models, ensuring consistency across all locations
- Represented the business in strategic partnerships and external negotiations
- Co-developed national talent initiatives (e.g. “Be the Trainer”), supporting workforce development and localisation strategies
- Contributed to club development and refurbishments, including gym floor layouts, studio concepts, and product positioning
- Delivered corporate wellbeing programs impacting 400+ head office employees, improving engagement and wellbeing outcomes
- Represented the organisation at international industry events and conferences
Senior Program Specialist
Leejam Sport company (Fitness Time)
Riyadh, Saudi Arabia
2021.01 - 2021.09
- Designed and implemented a new end-to-end member journey, enhancing acquisition, onboarding, retention, and overall experience across 150+ health clubs (KSA & UAE)
- Built and scaled the Group Exercise (GX) function, recruiting and developing Area GX Managers and Master Trainers; designed new timetables and class formats, and delivered national rollout through a master trainer model, significantly increasing engagement across the business
- Led the development and rollout of new fitness products and training frameworks, upskilling 500+ staff and driving consistency in service delivery and quality standards
- Designed and implemented company-wide quality assurance and standardisation processes, improving operational efficiency and member experience
- Identified and resolved key operational inefficiencies, enhancing productivity, performance, and profitability
- Established a KPI framework aligned to the company balanced scorecard, linking performance to financial incentives and improving accountability across teams
- Consistently achieved and exceeded performance targets across key business metrics
- Streamlined financial and accounting processes through digital and system-based solutions
- Supported national marketing and brand initiatives, contributing to increased awareness, engagement, and commercial performance
- Project managed the development and launch of the company mobile application, improving member experience and digital engagement
National Fitness manager
The Bannatyne Group
Darlington, durham
2018.03 - 2020.12
- Successfully designed and implemented a new member journey scaling across 72 health clubs in the UK & Northern ireland.
- Created and managed new development pathways for employed fitness professionals.
- Recruited and managed a team of regional fitness coordinators across London, East Anglia, Central and the North East & NI regions.
- Written and presented fitness strategy at national business conferences and events.
- Designed, Launched and managed fitness products and services for the Bannatyne estate.
- Supported the design and implementation of a Fitness Innovation laboratory inside the business Headquarters .
- Supported Directors in meetings & events with existing contracts and to establish new relationships.
- Head Coach and creator for digital online fitness content.
- Master Trainer and ambassador for industry leading companies such as TechnoGym, MyZone and Hatton Boxing.
Health and Fitness Manager
The Bannatyne Group
Hastings, ESX
2016.12 - 2018.03
- Managed a team of 20 + health and fitness professionals, hiring, training, and professional growth of employees at the bannatyne groups flagship facility
- Worked directly with the Head of Fitness and National ops team to design and implement new fitness products and services that accommodate new gym refurbishments, using the latest equipment & technology.
- Developed new process for employee evaluation which resulted in marked performance improvements.
- Created boardroom presentations and hosted quartley club meetings for staff for enhanced understanding of business strategy
- Supported National ops manager in improving operations and resolving issues to deliver top-notch customer service.
- Handled the day-to-day running of The Bannatyne groups highest performing facility, ensuring high levels of productivity and customer satisfaction is being met.
- Exceeded Fitness targets & KPI's through consistent hard work and dedication.
- Monitored multiple databases to keep track of all fitness inventory.
- Maintained spotlessly clean, tidy gym and studios for continued customer satisfaction and best-possible hygiene practices.
Personal Trainer
The Bannatyne Group
Eastbourne, ESX
2015.10 - 2016.12
- Designed, coordinated and executed individual and group exercise fitness classes and regimens.
- Responsible for the creative design of a new Personal training model that incentivised trainers to exceed club targets & KPI's.
- Educated customers on preventative care, nutrition, fitness, stress management and ergonomics.
- Implemented new facility approaches to achieve health education and wellness objectives.
- Grew customer base through word-of-mouth referrals based on customer satisfaction and results.
- Designed specific training & nutrition systems for individual clients based on performance & ability.
Health & Fitness Manager
Helenswood Sports Centre
St Leonards on sea, ESX
2012.01 - 2015.09
- Managed the smooth operation of the fitness department
- Carried out day-day-day Fitness duties accurately and efficiently Such as coordinating the group exercise timetable and growing personal training revenue, exceeding company expectations through hard work and dedication
- Responsible for the Design and implementation of new GP referral programs
- Carried out day-to-day deputy club management duties such as Sales & Marketing strategies and Customer experience & Complaint response, maintaining excellent accuracy and efficiency throughout.
Personal Trainer
Falaise Fitness Centre
Hastings, ESX
2011.01 - 2011.12
- Created inspirational physical training initiatives to foster healthy lifestyle decisions.
- Developed, planned and led personal and group exercise sessions
- Grew customer base through word-of-mouth referrals based on customer satisfaction and results.
- Screened clients and performed client assessments.
- Watched clients during exercises and assisted with performing exercises in the correct manner to minimise injuries.
- Developed new or modified existing routines to avoid injuries, maximise effort and facilitate client attainment of personal fitness goals.
- Guided clients on proper nutrition and exercise habits.
- Devised new programmes and monitored the progress of clients.
Fitness Advisor & Swimming Coach
Freedom Leisure
Rye, ESX
2008.01 - 2010.12
- Planned and delivered swimming classes to primary / secondary school students and Adults.
- Ensured group exercise classes ran exactly to schedule, enabling a smooth-running gym timetable.
- Explained and demonstrated safe and appropriate exercises for clients of various fitness and physical abilities.
- Delivered an exceptional level of service to each customer by listening to concerns and answering question
- Guided clients on proper nutrition and exercise habits.
- Carried out regular equipment maintenance for optimum client wellbeing and continued health and safety compliance.
- Maintained spotlessly clean, tidy gym and studios for continued customer satisfaction and best-possible hygiene practices.
- Carried out day-to-day deputy club management duties such as opening and closing the building to ensuring smooth running of operation is being met to the highest possible standard.
Skills
Education
- Master’s Degree in Sports Business – Johan Cruyff Institute (2024–2025)
Professional Qualifications
- Level 4 Personal Trainer (Obesity & Diabetes Specialization)
- Level 4 Fitness Educator & Assessor – Active IQ
- Level 3 Personal Trainer & GP Referral Specialist – Active IQ
Leadership & Specialist Certifications
- Fitness Facility Management – IFPA
- NASM Nutrition Coach Mobility & Flexibility Specialist
- Stress Resilience & Wellbeing Coach
- Les mills Group fitness management
Systems & Performance Training
- Technogym, Myzone & InBody – Master Trainer
- Strength & Conditioning Functional Training Group Training Systems
- Wattbike Hatton Boxing Power Plate
Certification
Pool Plant Water safety Level 3
First Aid at Work
Introduction to Fire Safety
Health and Safety
Manual Handling
Fire Warden
Accomplishments
Lifelong passion for health and fitness, with a background in competitive boxing (former ABA Sussex Champion). Continued involvement in sport through triathlons, CrossFit, and golf. Enjoy staying active with padel, cycling, walking, and gym based workouts, alongside spending time with family and exploring new experiences.
Timeline
Head of Fitness Experience
Leejam, Fitness time
2025.01 - Current
Head of Fitness Programs
Leejam Sport Company (Fitness time)
2021.09 - 2024.12
Senior Program Specialist
Leejam Sport company (Fitness Time)
2021.01 - 2021.09
National Fitness manager
The Bannatyne Group
2018.03 - 2020.12
Health and Fitness Manager
The Bannatyne Group
2016.12 - 2018.03
Personal Trainer
The Bannatyne Group
2015.10 - 2016.12
Health & Fitness Manager
Helenswood Sports Centre
2012.01 - 2015.09
Personal Trainer
Falaise Fitness Centre
2011.01 - 2011.12
Fitness Advisor & Swimming Coach
Freedom Leisure
2008.01 - 2010.12