About Fitr

Learn about the team and ethos behind Fitr and our motivation to create a remote coaching platform that empowers coaches to grow their business.

The idea

After years of frustration using existing solutions, social media and spreadsheets, Fitr was born. Current offerings weren’t built to allow fitness professionals to grow and scale their business, or they only offered isolated features that didn’t meet the needs of all coaches.

We provide a turnkey solution for anyone needing to build an online coaching business. Everything under one roof. We’re not just ‘personal trainer’ software, we have the ‘Shopify’ effect. Coaches create a digital store to sell their digital training products.

Screenshot of remote coaching programming software for online training
Remote Coaching Mobile AppRemote Coaching Mobile AppRemote Coaching Mobile App

“We provide a platform for coaches to elevate the career of coaching into something with a limitless ceiling on earning potential therefore creating a sustainable long term career.”

Leon Cassidy
Founder & CEO

"Saving time and making more money"

Recognising that coach’s earnings are limited by time, our platform has been built with the functionality to help you sell enmasse without requiring a large time investment. Click the links below to learn how we do this.

Growing strong

Since the first paying coach joined us in 2019, we’re now supported by internationally recognised brands and coaches worldwide. Collectively they’ve earned over £7 million via the platform.

HWPO Training Powered By Fitr TrainingThe Athlete Program Use Fitr Training

“Built by coaches, for coaches”

Our success to date stems from our mission to create the best remote coaching software solution on the market. We listen to our coaches and their clients to continually develop the platform.

Join our community and help shape the future of the remote coaching industry.

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SENIOR TEAM & BOARD

Leon Cassidy
Founder & CEO

A KPMG trained chartered accountant with experience in Corporate Finance & VC. Fitr was born out of Leon’s frustration after years of remote training delivered through inefficient applications, emails and PDFs.

Steven Fawcett
Co-owner & Product Development

A 7X Crossfit Games Regional athlete & 3X CrossFit Games Athlete. Steven has built an internationally recognised business delivering training internationally to 400+ clients, including CrossFit Games competitors.

TOM LIVINGS
HEAD OF COMMERCIAL

Tom brings a wealth of experience from within the online fitness world. He’s seen businesses through acquisitions and brings with him the knowledge for Fitr to assume a dominant position in the remote coaching software market.

kATRINA SOUTHEY
CHIEF MARKETING OFFICER

Katrina’s prior role was with Virgin Active where she held the position of Marketing Director. She brings the knowledge to grow Fitr’s wider prospective audience, ensuring that Fitr is maintaining effective dialogue across all channels with its global community of coaches and clients.

Kat Murray
Head of Marketing

Kat has over 15 years experience within the PR and marketing industry across agency work, corporate & freelance. She has also been working in youth strength & conditioning coaching for 5+ years.

MATT O'KEEFE
BOARD MEMBER

After serving as president of Loud And Live Sports for four years, O’Keefe teamed up with Mat Fraser becoming CEO of HWPO Training. He brings his knowledge of the fitness industry to Fitr.

MAT FRASER
BOARD OBSERVER

Mat Fraser is a professional American athlete with the mantra “Hard Work Pays Off”. He is a 5x CrossFit games champ and the fittest man in history. Fraser heads up programming at HWPO Training which is powered by Fitr.

Brian Cassidy
Advisor

In 1980, he co-founded Oracle Corporation Europe and managed it for ten years. In 1990, he began investing in start-up technology companies such as Netwise, later sold to Microsoft.

Keith Boyd
BOARD MEMBER

Entrepreneur, business executive, and IronMan age-grouper, Keith believes in fitness for balanced mental health. Fitr’s power to connect great coaches with people who want to achieve their ambitious life goals motivated him to invest and join our team.

Kat Murray
Head of Marketing

Kat has over 15 years experience within the PR and marketing industry across agency work, corporate & freelance. She has also been working in youth strength & conditioning coaching for 5+ years.

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