Kathryn Williams

Experienced, energetic and passionate health and fitness leader with 27+ years in the industry, including General Manager, Cluster Manager and sales leadership roles with Fitness First and David Lloyd. I’ve led teams, opened and developed clubs, driven membership growth and retention and managed multi-site operations both in the UK and internationally. I’ve also built my own successful fitness and wellbeing business in Derby.

I’m a positive, people-focused leader who leads from the front, creates high-performing and inclusive teams, and thrives on building gym communities where members and employees genuinely enjoy being.

Career highlights: Fitness First Southeast Asia Club Manager of the Year | Sales Team of the Year

Owner and Founder at Zestfit and Kathryns Coaching (2012-11 – Present)

• Built a successful health, fitness and wellbeing business from grassroots, developing a strong local brand and loyal community.
• Lead day-to-day delivery across coaching, personal training, virtual fitness, face-to-face classes, workshops and corporate wellbeing services.
• Attract and retain 100+ members per week through high-quality service, engaging programming, community building and consistent marketing activity.
• Coaching each week across health, fitness, nutrition and strength training, with a strong focus on individual experience and accountability.
• Plan and deliver local and digital marketing activity to support customer acquisition, engagement and retention.
• Mentor and train fitness instructors, supporting professional standards and retention

Cluster Sales and Marketing Manager at David Lloyds Health and Racquet Clubs (2007-12 – 2009-03)

• Managed three Sales and Marketing Managers across the East Midlands, ensuring company values, brand standards and commercial expectations were upheld.
• Held accountability for team sales and retention targets, using daily leadership coaching, goal setting and performance follow-up.
• Coordinated monthly marketing launches and drove local outreach programmes to generate leads and membership growth.
• Designed member events, forums and fitness challenges to strengthen retention, satisfaction and community engagement.

General Manager at Fitness First Australia (2005-08 – 2007-11)

• Oversaw all operational and managerial aspects of a busy health club, including compliance, operational standards, team performance, member experience and the day-to-day delivery of the club
• Coached Heads of Department through daily one-to-ones, supporting morale and KPI delivery
• Worked with Sales and Marketing on monthly campaigns, membership growth and retention activity.
• Maintained a thriving membership base by reducing cancellations, increasing engagement and creating a strong club community.
• Acted as a visible ambassador for wellbeing and fitness, leading by example within the club.

Cluster Manager at Fitness First Asia (2001-10 – 2005-08)

• Responsible for management teams across five state-of-the-art health clubs in Kuala Lumpur’s corporate and residential districts.
• Supported operations and community engagement for new Fitness First clubs across Asia Pacific, establishing brand standards and a thriving culture from opening day.
• Oversaw planning, operations and recruitment for future greenfield sites, including interviews for operational, front-of-house and sales teams.
• Contributed to budget planning and profit and loss analysis, supporting commercial and operational decisions.
• Partnered with the Regional Marketing Manager on annual campaigns and monthly in-club, outreach and social activity across five sites.
• Supported leadership teams through one-to-one coaching and team meetings, keeping teams aligned, motivated and focused on performance.

Cluster Manager at Fitness First Derby (1999-02 – 2001)

• Responsible for management teams across two busy health and fitness clubs
• Supported operations and community engagement for Derby and Nottingham sites, establishing brand standards and a thriving culture from opening day.
• Oversaw planning, operations and recruitment for both sites including interviews for operational, front-of-house and sales teams.
• Contributed to budget planning and profit and loss analysis, supporting commercial and operational decisions.
• Partnered with Sales Managers on annual campaigns and monthly in-club, outreach and social activity
• Supported leadership teams through one-to-one coaching and team meetings, keeping teams aligned, motivated and focused on performance.