Lee Reeves
Lightwater,UK
Summary
Dynamic and motivated professional with a strong foundation in health and fitness knowledge, complemented by commercial awareness and IT literacy. Demonstrates exceptional communication skills, approachability, and the ability to build rapport with clients, ensuring a passion for service is consistently delivered. Known for adaptability, decision making, and a methodical approach to action planning, fostering team collaboration while maintaining professionalism. Committed to achieving career goals through motivation and competitiveness, with a firm yet fair approach to challenges.
Overview
15
15
years of professional experience
1
1
Certification
Work history
Director
Virtus Strength & Conditioning
Wokingham, West Berkshire
01.2025 - Current
- Founded Virtus Strength and Conditioning in January 2025.
- Managed all legal and procurement aspects of building a brand new personal training, small group personal training facility and sports therapy studio.
- Drove member lead generation, through social media campaigns, running and managing meta ads, organic outreach B2B and B2C, which has led to Virtus being profitable after just three months in business.
- Lead the Small Group Personal Training (SGPT) offering, which consists of delivering SGPT classes, conducting health assessments and organising social events.
- Day to Day Statutory compliance, ensuring we meet industry and local authority guidelines.
- Managed business operations, financial performance and investments of company.
General Manager
ARC Gym Ltd
Wokingham, UK
08.2021 - 07.2025
- Managed daily operations of award-winning, family-owned Strength & Conditioning Gym.
- Drove membership sales and improved retention rates while reducing churn.
- Oversaw group exercise sessions, member inductions, and remote training plans.
- Supervised site staff and supported development of self-employed personal trainers.
- Ensured statutory compliance across all site operations.
- Implemented CRM tool for efficient lead collection and follow-up tasks.
- Developed ten online training plans accessible to premium members via app.
- Centralised health and safety compliance checks through online log, achieving outstanding audit score.
Centre Manager
Shene Sports & Fitness Centre
11.2017 - 08.2021
- Managed dual-use facility with 500 members, overseeing 60 group exercise classes and sports areas with an attendance of over
- Adapted business offerings in response to Covid-19 and local budget gym competition.
- Led a team of managers and instructors, recruited, conducted meetings, appraisals, and staff CPD training sessions.
- Managed and co-ordinated a staff restructure, creating new positions and improving the overall performance of the facility.
- Oversaw telephone hub operations, managing an average of 500 calls daily, which was vital component for generating new business and increasing retention.
- Monitored centre budget, driving sales, member retention and health assessment programmes, which increased memberships by over 20% and made a £66k profit in my first year.
- Ensured compliance with statutory requirements set by HSE and local authorities.
- Managed SLA's and maintained positive relationships with schools and represented the local authority in meetings with the schools and other partners as needed.
- Conducted operational shifts, engaging directly on gym floor when required.
Deputy Centre Manager
Teddington Pools & Fitness Centre
Teddington, UK
01.2011 - 03.2017
- Managed multiple departments, including Fitness, Reception, Lifeguard, and Sales teams.
- Assisted centre manager in achieving annual sales and attendance targets set by council directorate.
- Conducted monthly performance indicator reports to enhance activity programming and budget control.
- Facilitated accreditations for IFI, IQL, and Customer Service Excellence; advanced Quest accreditation efforts.
- Represented Centre at internal and external meetings, liaising with staff and agencies as required.
- Led operational maintenance, ensuring equipment was fully functional and cleaning standards were upheld.
- Oversaw management of over 50 employees, conducting regular appraisals to align objectives with departmental goals.
- Designed a new application process that reduced unqualified applications by 80%, improving hiring efficiency.
Education
Diploma - Sports & Exercise Sciences
Richmond upon Thames College
Skills
- Health and fitness knowledge
- Commercial awareness
- IT literacy
- Action planning
- Adaptability
- Decision making
- Approachability
- Team collaboration
- Communication skills
- Directness
- Firmness and fairness
- Methodical approach
- Professionalism
- Motivation and competitiveness
- Passion for service
- Rapport building with clients
Certification
Level 4 Strength & Conditioning, 08/18
Custom
Knowledgeable in Health & Fitness, Leisure Commercial Awareness, IT literate, Action Planning, Adaptable, A decision maker, Approachable and friendly, Team player, A good communicator, Direct, Firm (but fair), Methodical, Professional, Competitive and motivated, Passionate, Easily develops good rapport with service users
Timeline
Director
Virtus Strength & Conditioning
01.2025 - Current
General Manager
ARC Gym Ltd
08.2021 - 07.2025
Centre Manager
Shene Sports & Fitness Centre
11.2017 - 08.2021
Deputy Centre Manager
Teddington Pools & Fitness Centre
01.2011 - 03.2017
Diploma - Sports & Exercise Sciences
Richmond upon Thames College
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