Will Cheeld

Proven commercial and people-focused leader with 20+ years’ experience driving growth, brand development, and operational excellence within SaaS, fintech, product and professional service sectors. Recognised for delivering multimillion-pound revenue gains and building high-performing teams. Skilled at combining commercial acumen with customer-centric leadership to achieve measurable business results across B2B, B2B2C, and B2C environments.

Employment History

Senior Growth & Accounts Manager (2023–2025) | Key Accounts Manager (2022–2023) Delivered 97% revenue growth (125% of target) | 115% annual revenue target (£2.4m).

Key Achievements

• Spearheaded go-to-market strategy, achieving 97% revenue growth in 21 months.
• Drove ARR growth of £1.1m (software & payments revenue) with <1% attrition.
• Enabled sales team to 125% of annual target with 36% conversion rate.
• Built and scaled a new customer success account management team achieving 500% increase in customer reviews (>90% satisfaction).
• Supported marketing to achieve 30% of sales from organic search MQLs and 125% of case study creation targets.
• Improved key account RAG status equivalent to £500k ARR within 12 months.
• Achieved onboarding customer satisfaction score of 98% with 93% on-time delivery.
• People leader score of 100% from my direct line reports during staff satisfaction surveys.
• As Key Accounts Manager achieved 115% of annual software & payments revenue target (£2.4m).

• Create & deliver UK growth strategy for flagship product across sales, marketing, implementation and customer success.
• Accountable for annual sales targets, forecasting, pipeline, and KPIs aligned to global strategy.
• Collaborated with Product and Compliance teams to ensure market fit and regulatory compliance.
• Reported to the Commercial Director and regional stakeholders.

National Key Account Manager Secured £24m+ lucrative industry contract whilst achieving every annual sales target (£5-£8m).

Key Achievements

• Won and delivered a £24m+ contract with a leading UK fitness operator, including 46 site refurbishments in 18 months.
• First global sales representative to exceed £1m in digital orders in a single year.
• Expanded supplier status with a national account from single line to preferred partner across all solutions in 2 years.
• Increased account revenues by 12% through upselling and negotiated multi-year digital contract renewals.
• Selected for Technogym’s Global Future Leadership Programme at Bocconi University, Milan.

• Managed £5–8m annual revenue (product, digital & service) across key national accounts.
• Designed and executed sales strategies to exceed targets, ensuring accurate forecasts.
• Built and maintained senior stakeholder relationships across the UK fitness sector.

Business Development Manager & Company Secretary Launched five new venues to create £3.5m revenue in 15 months, overachieved sales by 170% at flagship site.

Key Achievements

• Opened 5 new venues (£3.5m turnover) in 15 months, delivered on time, within budget.
• Launched Absolutely Fitness (Bracknell), overachieving Year 1 sales target by 170% and finalist for “Best Newcomer” at National Fitness Awards.
• Created new product brands: Absolutely Fitness, Absolutely Paintball, Absolutely Parties, Richings Sports Park.
• Delivered first corporate charity event, achieving £200k+ enabling activity.
• Improved staff satisfaction to 96% and customer journey scores to 90%+.

• Reported to MD and Board on strategy, compliance, and growth.
• Designed and implemented sales, marketing, and retention strategies across B2B, B2C, FMCG channels for existing venues (£5m turnover).
• Negotiated planning, funding, leases, and business acquisitions to generate £3.5m new annual turnover.
• Managed agencies, contractors, and internal sales/marketing teams.

Health & Fitness Development Manager | Health & Spa Manager | Fitness Manager | Supervisor Progressed through four promotions, delivering £1.2m+ turnover, new capital projects, and staff/customer excellence.

Key Achievements

• Consistently achieved £1.2m+ turnover and 3,200+ new annual membership sales.
• Increased PT profit by £40k via relaunch of personal training services.
• Delivered four capital refurbishment projects on time, on budget, and meeting presale targets.
• Improved member retention by 8% through targeted investment.
• Selected as master trainer for the company's customer service programme.

• Managed multi-site operational budgets, forecasting, and compliance.
• Directed membership sales, customer experience, and retention strategies.
• Oversaw diverse leisure programmes, staff development, and performance.
• Delivered capital projects including refurbishments, new builds, and infrastructure.

Education

A-Levels – PE, Biology, Graphic Design | Philip Morant Sixth Form College | 1999–2001

GCSEs – 10 including Maths, English & Science | Philip Morant School | 1994–1999

Professional Development & Certifications

Sales & Marketing: Diploma in Social Media Marketing & Online Reputation Management (Shaw Academy); Sales & Marketing Training (Momentum Business Development)

Specialist Training: Certified Havening Techniques® Practitioner; Health & Safety Management Certificate (ISRM); Level 3 Fitness Instructor (various)