Jessica Baker

SALES | BUSINESS DEVELOPMENT | FITNESS INDUSTRY | PILATES & BOUTIQUE STUDIO OPERATIONS

PROFESSIONAL PROFILE

Commercially minded fitness industry professional with 9+ years’ experience across sales, business development, gym management, boutique fitness operations, customer relationships, marketing and studio ownership. Founder of an independent Pilates studio in Cardiff, with hands-on experience launching, operating and growing a premium movement brand from concept through to live operation.

Experienced in generating leads, building trusted relationships, delivering sales conversations, managing member journeys, coordinating suppliers, representing premium fitness brands and creating long-term customer loyalty. Strong understanding of the needs of studio owners, fitness club operators, instructors, wellness professionals and end-users, with direct insight into purchasing decisions, equipment requirements, education pathways, client experience and commercial studio challenges.

Brings a rare combination of sales experience, Pilates industry knowledge, start-up mindset and operator credibility. Confident working autonomously, managing multiple priorities, building relationships in the field, identifying commercial opportunities and acting as a trusted brand representative within the fitness and Pilates community.

CORE SKILLS

• Sales, business development and account growth
• Fitness industry relationship management
• Lead generation, prospecting and sales follow-up
• Consultative selling and customer needs analysis
• Studio, gym and boutique fitness operations
• Pilates studio ownership and premium brand positioning
• Customer retention, member experience and post-sale care
• Presentations, product conversations and client education
• New business outreach and local market development
• CRM, booking, payment and customer management systems
• Sales pipeline tracking, reporting and administration
• Marketing campaigns, launches and community engagement
• Supplier, equipment and stakeholder coordination
• Team leadership, onboarding and cross-functional communication
• Problem-solving in fast-paced, customer-facing environments

SYSTEMS & PLATFORMS

Glofox, Mindbody, Stripe, GoCardless, Harlands, Mailchimp, online booking and payment systems, social media platforms, email marketing tools, Google Workspace, Microsoft Office, Outlook, Word, Excel and PowerPoint.

QUALIFICATIONS

• First Class Honours BSc Psychology
• Mat Pilates Instructor
• CrossFit Level 1 Coach
• Level 3 Personal Trainer
• Level 2 Fitness Instructor
• Pre & Post-Natal Qualified
• Fitness Nutrition Specialist
• Performance Enhancement Specialist
• Emergency First Aid at Work Certified

CAREER EXPERIENCE

Founder & Owner

Plaiie Pilates, Roath, Cardiff

2025 – Present

• Founded and launched an independent boutique Pilates studio, personally leading the full journey from concept, brand positioning and premises planning through to launch, systems setup, team recruitment, marketing and live operations.
• Built a premium, boutique Pilates space and client experience, developing a strong understanding of the needs, expectations and buying behaviours of boutique studio clients, instructors and wellness consumers.
• Managed supplier communication, equipment procurement, studio fit-out, operational setup and brand standards, ensuring the space was commercially viable, functional and aligned with a premium customer experience.
• Integrated booking, membership and payment systems to support a smooth customer journey from enquiry to booking, payment, attendance, follow-up and retention.
• Developed and implemented launch marketing, local awareness activity, social media content, email communications and member-facing campaigns to generate enquiries and support membership growth.
• Created and managed the full member journey, including enquiry handling, onboarding, client communication, membership processes, retention activity and ongoing customer care.
• Recruited, onboarded and managed a team of instructors, ensuring consistency in teaching quality, professionalism, client care and brand presentation.
• Designed class concepts, timetable structure and customer communications to strengthen client engagement, improve retention and support commercial growth.
• Acted as the main point of contact for members, instructors, suppliers and external partners, building strong relationships and resolving issues quickly and professionally.
• Developed direct insight into the operational and commercial challenges faced by studio owners, including equipment decisions, client retention, pricing, scheduling, staffing, customer expectations and brand differentiation.
• Built the studio to a point where it now runs successfully with hired staff and established systems, allowing focus on a full-time commercial role within a larger organisation.

Manager | CrossFit Coach | Gym Supervisor | Personal Trainer

UFit Fitness

2020 – 2024

• Worked in a varied coaching, sales, operations and member-facing role within a busy multi-discipline fitness facility offering CrossFit, boxing, yoga, weightlifting, Wattbike and wider group training.
• Managed front-of-house and facility operations, including opening and closing procedures, member enquiries, client accounts, membership administration, customer service and day-to-day standards.
• Supported the full member journey from first enquiry and onboarding through to retention, community engagement and long-term relationship building.
• Built trusted relationships with members, coaches, clients and external professionals, becoming a key point of contact within the gym community.
• Delivered group classes and coaching sessions to a wide range of clients, adapting communication style to suit elite athletes, general fitness members and complete beginners.
• Managed newsletters, social media output and member communications to strengthen community engagement, improve retention and increase brand loyalty.
• Planned and delivered in-house events, competitions and community initiatives to drive member connection and support the gym’s wider commercial activity.
• Balanced coaching, admin, sales, customer service, marketing and operational responsibilities in a fast-paced, customer-facing environment.
• Developed strong understanding of fitness club operations, customer expectations, instructor relationships, community culture and retention drivers.

Customer Relations & Sales Representative

Athlete Kitchen

2023

• Supported business growth for an independent premium meal-prep provider alongside an existing fitness industry role.
• Generated new business through identifying opportunities and proactive outreach to local businesses, professional sports teams, wellness providers, gyms and corporate clients.
• Visited potential clients and delivered sales conversations to communicate product value, build trust and convert new customers.
• Developed strong experience in consultative selling, relationship building, account development and commercially focused communication.
• Managed customer enquiries and supported client relationships to improve satisfaction, repeat business and retention.
• Built relationships across the local fitness, wellness and performance community, strengthening brand visibility and commercial opportunities.

CrossFit Coach | Gym Supervisor

PB Performance Gym, Cardiff

2018 – 2020

• Supported the growth and daily operation of a start-up gym environment, helping create a welcoming, energetic and community-driven member experience.
• Delivered CrossFit coaching and supported members of varying abilities with safe, effective and confidence-building training.
• Assisted with gym supervision, member engagement, customer care, community development and operational standards.
• Helped build a supportive fitness community that contributed to member retention and the gym’s growing reputation.
• Gained valuable experience in start-up fitness environments, local market awareness, member relationships and brand-building within the gym sector.

Sales & Marketing Manager

Bannatyne Health & Fitness, Newport

2017 – 2018

• Led a team of five Sales Assistants and was responsible for driving monthly membership sales targets in coordination with the Regional Manager.
• Managed the full member acquisition journey, including lead generation, outreach, club tours, follow-up, conversion and retention activity.
• Set clear KPIs, coached team members and monitored sales performance to support lead conversion and revenue growth.
• Liaised with regional and head office teams across marketing, legal and operations to deliver national and local sales campaigns.
• Planned outreach events, in-club activations and local marketing initiatives to increase brand visibility and generate new membership enquiries.
• Worked with the Marketing Department to produce promotional materials, digital campaigns and targeted in-club sales activity.
• Led cancellation prevention through proactive member communication and customer care, helping improve retention and reduce attrition.
• Analysed weekly sales performance and adjusted team strategy to maximise lead conversion and improve campaign effectiveness.
• Ensured promotional activity aligned with company policy, legal requirements and brand standards.
• Developed strong experience in sales leadership, fitness club operations, customer acquisition, target management and commercial reporting.

Recruitment Administrator

Accountancy Recruitment Wales

2016 and Earlier

• Worked part-time during university, supporting recruitment consultants with candidate and client administration.
• Parsed incoming CVs onto the company database, formatted CVs for client submission and maintained accurate candidate records.
• Liaised with clients and candidates to understand role requirements, candidate suitability and skills alignment.
• Managed incoming emails, qualification checks and accurate storage of candidate data.
• Developed strong attention to detail, database accuracy, professional communication and administrative organisation.

EDUCATION

BSc Psychology — First Class Honours

Swansea University & University of New South Wales, Australia

2012 – 2016

Developed strong understanding of human behaviour, communication, motivation, learning, decision-making and client-centred support.

Completed dissertation on neuromarketing, examining the application of neuroscience techniques to understand consumer behaviour and purchasing decisions.

A year of international study experience in Australia strengthened adaptability, independence and confidence working in new environments.

A Levels

Caerleon Sixth Form

2010 – 2012

A, A, A, B — Welsh Baccalaureate, Sociology, Psychology, Religious Education

GCSEs

Caerleon Comprehensive School

2004 – 2009

A*, A*, A*, A*, A*, A, A, A, A, B, B