Kevin Yates Steps Up to CEO EMEA

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. Here, he shares with us what his new role entails as he becomes responsible for the growth and innovation of the collective brands including the operations of fitness franchise, Snap Fitness.

I joined Snap Fitness as Chief Operations Officer late last summer. Admittedly, my time as COO hadn’t been long but it was an extraordinary learning experience. Surrounded by peers and colleagues with a likeminded attitude towards driving our brand forward, I excelled in such an ambitious and diverse environment.

Now, as I enter this new chapter, I am dedicated to spearheading a transformation, guided by a vision that resonates with the exceptional standards of our global leadership team. 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 I step into my new role, I will cover the operations of the European, Middle Eastern and African markets. As well as overseeing brand performance amongst franchisees across the EMEA group, I will lead the development of the Snap Fitness franchise, ensuring continued growth bolstered by our network of dedicated and 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. 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.

My career spans three decades, including the foundation of the TRIB3 group across the UK, Ireland, Europe and China. I’ve served at both board level and in senior management positions within both leisure and marketing industries. In 2022, I was lucky to be recognised alongside eight more entrepreneurs in the Health and Beauty industry as a Great British Entrepreneur of the Year. I was truly humbled by the award and I look forward to bringing the same dedication and passion into my new role.

Since taking the helm of the UK & Ireland franchise markets in my previous role as COO, we at Snap Fitness have gone from strength to strength. Outside of PureGym and The Gym Group, we are the only top 30 operator to have opened more than five clubs between 1 April 2022 and 31 March 20231. Our results for the end of Q3 saw member growth increase 10.3% against the industry average of 3.4%*. I’m now looking forward to implementing our international growth strategies in 2024.

In the coming year, we are eyeing strategic expansion in both mature and emerging markets. 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.

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

* This figure encompasses both private and public gyms

Kevin Yates is the CEO of Lift Brands EMEA. The global fitness and wellness group is responsible for a number of brands including Snap Fitness, a leading fitness franchise with 1,000+ clubs across 20+ countries. To find out more please visit: https://www.snapfitness.com/uk/why-franchise-with-snap-fitness