"Having seen him as a brand leader at IHG, I recruited David to lead the commercial growth at Fitness First as we accelerated towards an exit sale. His focus was to attract and retain the most valuable member groups. He also oversaw the digitisation of the business and led the development of an industry first proprietary fitness app. Versatile and pragmatic, with a smart command of commercial marketing, David brought a strong blend of vision and detail, creativity and analytics."