Danny Melling
Leigh,Gtr Manchester
Summary
Dynamic leader with over 20 years of experience in the Physical Activity sector, specialising in strategic planning, team management, and business growth. Proven track record of building high-performing teams and fostering strong stakeholder relationships.
Overview
25
25
years of professional experience
Work history
Freelance Commercial Director
Stable Events (Physical Activity Facilities Forum)
London
03.2025 - Current
- Securing both Buyers and Suppliers for England, Scotland and European events.
Interim Director of Membership
ukactive
City of London
11.2023 - 03.2025
- Oversaw operations, financial performance, and team productivity.
- Lead communication with key accounts and stakeholders.
- Responsible for income generation and hitting business financial targets via strategic, commercial leadership.
- Developed processes that improved team performance and outputs.
- Achieved consistent revenue growth with a forecasted 10% increase for the upcoming year.
- Established a governance structure with C-suite leaders from 2000 member facilities, enhancing collaboration across the sector.
- Doubled the number of strategic partnerships in three years.
- Initiated a new strategic focus on Energy & Decarbonisation, generating additional funding.
- Created regional networking events, resulting in £50k annual sponsorship income.
- Formulated business plans to increase growth and minimise cost for company.
- Designed business strategies to obtain short and long-term goals for company.
Head of Membership Experience
Ukactive
City Of London, LND
11.2021 - 11.2023
- Managed day-to-day work of (Membership Experience) Account Managers and motivated team to exceed objectives, by delivering a world class membership service.
- Developed strategies to improve member engagement and retention.
- Lead a team through resource constraints, saving £45k while meeting all targets.
- Lead communications with Key Accounts, Members and suppliers across various sector channels.
- Identified and resolved operational issues impacting productivity, performance or profitability.
- Commercial role, responsible for bringing new money into the business whilst also retaining current members and minimising attrition.
- Oversaw first price increase in membership fees for 10 years.
- Achieved year on sales targets and member retention targets (90%) during difficult trading times.
- Improved processes and structure within my department
Head of Growth & Partnerships
Premier Education Group
UK, UK
07.2018 - 11.2021
- Established Key National Stakeholder relationships - Commercial and National Governing Bodies of Sport.
- Support Premier's 120 UK franchisees to grow their business.
- Manage multi million pound budgets.
- Lead a national sales team remotely.
- Strategic planning aligned with education and physical activity sector agendas.
- Oversaw key projects to support franchisees and partners to grow their business.
- Manage and report on Key Performance Indicators to influence outcomes and achieve the business plan targets.
Operations Director
Premier Sport Ltd
UK
07.2009 - 07.2018
- Facilitate training, conferences and webinars for hundreds of franchisees to support the growth of their Physical Activity & School Sport business.
- Write content for training Operating Manuals, conferences and sales resources.
- Manage sales budget and report monthly on franchise network performance to the Executive Board.
- Monitor performance via data analysis, identifying key trends, opportunities and areas for improvement.
- Managed key projects and implemented processes and structures to support franchisees to be successful in executing the plan.
- Represented Premier Sport and its franchisees on Ukactive's Kids board.
- Contributed to Sector research and development, lobbying at national level.
Regional Mentor
Premier Sport ltd
North West
06.2008 - 07.2009
- Supported 20 regional franchisees to grow their Premier franchise via training and mentoring.
- Sales mentoring in the work place to role model and build confidence/competence.
Founder & Owner
Sportivity Ltd
Leigh, Gtr Manchester
01.2007 - Current
- Strategic role in business development and growth of Sportivity ltd (TA Premier Education).
- We work in 70 schools across the North West and South West regions of England.
- Create Business plans, annual budgets, Cashflow and P&L forecasts.
- Set Key Performance indicators for my operational management team to execute and report on weekly performance.
- Strategic support and mentoring to business leaders who, in turn manage 35 people within the business on a daily basis.
Rehabilitation Programme Co-ordinator
Transitional Rehabilitation Unit
Haydock, Merseyside
02.2002 - 01.2007
- Worked alongside Healthcare professionals to design and shape rehabilitation programmes for adults with acquired brain injuries.
Senior Activity Instructor
3D Education & Adventure
Torquay, Devon
03.2000 - 02.2002
- Delivered outdoor education and adventure activities to school children & families.
Education
Married with 3 children -
Family Man
Love to remain active and role model for my kids -
Sport Lover
Lifelong learning -
Networking & socialising
Skills
Strategic thinker and solution focussed
Excellent interpersonal skills
Emotionally Intelligent
Sound moral compass
Accountable and target driven
Experienced in nurturing key stakeholder relationships
Creative and positive mindset
Passionate about health & wellbeing
Experienced in product development and taking products to market
Team focussed with experience of remote management
Timeline
Freelance Commercial Director
Stable Events (Physical Activity Facilities Forum)
03.2025 - Current
Interim Director of Membership
ukactive
11.2023 - 03.2025
Head of Membership Experience
Ukactive
11.2021 - 11.2023
Head of Growth & Partnerships
Premier Education Group
07.2018 - 11.2021
Operations Director
Premier Sport Ltd
07.2009 - 07.2018
Regional Mentor
Premier Sport ltd
06.2008 - 07.2009
Founder & Owner
Sportivity Ltd
01.2007 - Current
Rehabilitation Programme Co-ordinator
Transitional Rehabilitation Unit
02.2002 - 01.2007
Senior Activity Instructor
3D Education & Adventure
03.2000 - 02.2002
Married with 3 children -
Family Man
Love to remain active and role model for my kids -
Sport Lover
Lifelong learning -
Networking & socialising
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