Who am I?

I am a marketer with a background in advertising and digital marketing. My experience spans the creative, digital and strategic sides of marketing, with a particular interest in understanding the bigger picture behind business growth.

I focus on identifying what causes friction for businesses, what limits growth, and how research, analysis and strategic thinking can uncover opportunities for improvement.

Through projects and professional experience, I have worked with businesses across different sectors, including banking, tourism, sport and fitness.

The fitness industry is where I have developed the deepest expertise, through both personal involvement and professional experience working with gyms, fitness brands and health-focused businesses.

50+

Marketing projects completed

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My expertise in the fitness industry

My experience with working with fitness brands stems from both professional projects and university projects. Through these experiences, I have worked with how to analyse businesses, identifying their current positioning in the market, and identifying potential gaps in their current business strategy, including their marketing strategy, brand strategy, and offers, and using these insights to develop strategic solutions and marketing campaigns that will help the brand in achieving further growth.

Why the fitness industry?

Bachelor's in Advertising - University of South Wales
Professional Degree i Digital Marketing - Noroff University College
MSc i Strategic Marketing (from 2026)- Jönköping International Business School

I have followed the fitness industry for several years, both personally and professionally, and understand how potential members make decisions. I believe my combination of marketing knowledge and industry insight allows me to develop strategic solutions that have real business impact and lead to more loyal customers, not just more traffic.

Education

My key skills

Conversion analysis
Customer journey analysis
Positioning
SEO & website optimisation
Landing page structure
Audience research
Creative strategy
Content creation
Fitness consumer behaviour

My experience with fitness

I have several years of experience within the fitness industry, including Functional Fitness and OCR training.

This background allows me to understand the customer journey from the inside.
What motivates people to get started, what builds trust, and what actually makes someone choose one gym over another.

Combined with my experience in marketing, this gives me the ability to identify what is limiting businesses in this industry and what actually needs to change to achieve desired business goals.