About Fitr

Learn about the team and ethos behind FITR and our motivation to create a software that empowers personal trainers 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 personal trainers.

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

"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 en masse without requiring a large time investment. Browse our features to learn how we do this.

Features

“We provide a platform for personal trainers 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

Growing strong

Since the first paying coach joined us in 2019, we’re now supported by internationally recognised brands and personal trainers worldwide. Collectively they’ve earned over £20 million via the platform.

POWER YOUR PERSONAL TRAINING BUSINESS WITH OUR SOFTWARE

Our success to date stems from our mission to create the best software solution for personal trainers and fitness coaches 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 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.

TOM LIVINGS

Chief Experience Officer

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 personal trainer 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.

SHaun Cassidy

Head of sales and support

Shaun, from a background in law and special operations, has developed software startups within the mobile space through fundraising, international delivery projects and market acquisitions. He brings the passion and experience to deliver world-class customer service and grow FITR’s sales channels.

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.

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.

Steven Fawcett