Total Fitness appoints industry first Brand Development Director

Total Fitness, the leading health club brand in the North of England and Wales, has announced the appointment of Kerry Curtis as Brand Development Director, a first for the fitness sector.

Having joined Total Fitness in September 2018 as Head of Marketing, Kerry has since brought the power of brand, commitment to customer promise and a firm set of brand beliefs to the centre of strategic decision making at Total Fitness, as it prepares for its next chapter of growth.

As Head of Marketing, Kerry took responsibility for all communications channels where she was instrumental in driving the online joining contribution by over 200%, as well as leading her team to win UK Active’s Marketing Campaign of the Year in 2020. She also led the Covid-19 communications strategy for Total Fitness as well as the successful restoration of the business post pandemic.

Following her success as Head of Marketing at Total Fitness, Kerry was promoted to Head of Brand Development in 2021, assuming additional responsibility for product development and launching new products including Squad Sessions (a small group workout experience), Baby Swimming and The Swim Academy. Under her leadership these new concepts have been through a full and rigorous insight driven product development journey.

Since beginning her new role as Brand Development Director on the Executive Team, Kerry has seen Total Fitness announced as finalists for the Employer Brand Management Awards for ‘Best Alignment of the Employer Value Proposition with Corporate Brand Values’.

This new role is an indication of how Total Fitness plans to evolve, supporting its members to accomplish more than they thought possible on their fitness journey and ensuring that marketing insight and brand is at the centre of strategic decision making. Kerry will also be leading the development of an exciting new women’s fitness concept later this year.

Kerry Curtis said: “I am excited to take on the role of Brand Development Director, a sector first Executive role. The brand has been on an incredible journey over the last 5 years, of which I am very proud. The new chapter of growth is set to deliver exceptional new experiences for our members both within our core business and beyond. As a bold, brave business, we will drive innovation through customer insight and challenge the status quo in the health and fitness industry.”

Commenting on Kerry’s appointment, Keven Parker, Managing Partner at NorthEdge Capital said: “Kerry has been instrumental in the revival and reimagining of the Total Fitness brand to date and is an exciting addition to a top-flight team with an ambitious plan for the future. Kerry is an exceptional talent and brings a bold and insight-led approach that will support the future strategy. We are delighted with her appointment to Brand Development Director as we back the team to turn the page on the next chapter for Total Fitness.”

Total Fitness remains committed to providing the spaces and opportunities for members to achieve more than they thought possible, delivering new customer insight driven products and growth outside of the core health club business.

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