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Ultimate Performance (UP) are a global premium personal training organisation with gym locations all around the world - Men’s Fitness Magazine describes UP as “The Goldman Sachs, Real Madrid and Apple of Personal Training. They’re that far ahead of the field.” The business has huge growth ambitions beyond their PT services into new products like digital apps, publications, supplements, a self-certification business, documentaries and much more.

To hit these new heights, they would need a world-class Creative Director who could work across the gym estate as well as these different business areas, leading the internal design and video teams in line with the brand identity and overall business goals.

Business Challenges

  • The CEO is strong character and heavily involved in the creative process so we needed to find a personality to match.

  • The fitness industry is also quite specific and so some experience with this industry would be hugely beneficial

Our Approach & Solutions

  • Full market mapping to establish where the leading fitness companies were based and if they had a senior enough Creative Director

  • UP is based in Manchester but with hybrid working, the right candidate could come from further afield so the search was across the North of England

  • Creative recruitment is very subjective so meeting all of the candidates was important to assess proper suitability

  • Guiding the client and candidates through a 3 stage process

Our Results

We secured a well-respected Creative Director with extensive design and video production experience in the fitness industry within the pre-determined timescales. We are also in talks over a few other senior roles with the Digital & Technology teams.

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