Fiona Pearson Email and Phone Number

- Formulating and implementing a business plan to turn around a failing business from a 350K loss in 2011/12 to a profit of 107K in 2013- Management of a regionally based operations team to ensure targets are achieved and costs controlled- Management of a centralised call centre- Responsible for implementation and growth of a third party business (CSTL) which has seen a increase in profit from 120K in 2012 to 440K in 2014.

- Developing the family strategy for the group across 20 sites, responsible for all dry and wet side children’s/family activities, which generates approximately £800k per annum- Creation , development and management of the Total Fitness Swimming Programme- Responsible for the regional swimming co-ordinator and 60 + swimming teachers - Implementing facilities to increase family memberships for the whole group - Responsibility for the design, delivery, implementation and marketing of group wide initiatives which generate memberships, swimmers and revenue for the group.- Strategic involvement, club design and staffing.- Training & Development of club staff & management to ensure the smooth running of the Total Fitness family/swimming programmes- Production of all standard operating procedures and programmes for all children’s activities and swimming lessons.

- Responsible for the formulation of Strategy for both Family Activities and Swimming to ensure revenue targets in excess of 4m are met.- Responsible for the restructure, growth and development of Crèche and Family Activities programmes across all clubs- Development of a comprehensive swimming programme unique to Esporta across 52 clubs.- Development of a Holiday programme for both Racquet and Family Clubs to ensure consistency and profitability across the group- Set KPIs for both departments to ensure revenue targets and EBITDA targets are achieved- Develop marketing material in conjunction with internal and external marketers to ensure both departments have clear promotional material to support their revenue target KPIs

• Responsible for the growth and development of three key products across multiple and varied sites• Marketing and development of Swim School, Children’s Activities and Children’s Parties to meet and exceed all financial targets set- Develop along with the Communications and Marketing manager a clear and comprehensive marketing plan to maximise the use of the products to build revenue streams- Develop strategy to ensure that all financial targets are met- Analyse the competitions products and propose strategy to ensure a competitive advantage is met- Develop ideas and opportunities for growth whilst maintaining the companies core values- Evaluate all marketing campaigns and initiatives to ensure best practice is maintained and revenue streams are being met

- Organisation of over 4000 swimmers within 3 enrolment terms- Major restructure of swimming/family development team in 2006- Development and implementation of a multi site computer programme - Collection of monies prior to commencement of swimming term- Organisation of teachers and all paperwork in relation to classes- Increased group swimming revenue from -£2000 in 1999 to £700,000+ present date- Involvement in all new club openings, implementing swimming programmes from pre-sale and recruitment & training of staff- Continued training and development of all swimming teachers- Organisation of a 1-2-1 programme