Executive Search for a Managing Director for a fitness, wellness and health brand

Case Study: How Executive Search Transformed A boutique fitness brand with Strategic Leadership

Who This Is For:
Business owners, HR leaders, and founders in the fitness, wellness, and boutique studio sectors who are asking:

• How do I find the right leader to scale my fitness business?

• What type of executive can drive rebranding and customer engagement?

• Who can lead multi-site operations while improving client satisfaction?

📈 The Challenge: Growth, Rebranding & Operational Alignment

Client: A fast-growing boutique Pilates studio brand in the UK wellness and fitness sector.
Role: Managing Director (MD)
Objective: Drive transformation and growth during a high-stakes rebrand.

Our Client was entering a critical growth phase. To compete in a saturated wellness market, the company needed a dynamic MD with:

• Strategic planning capabilities

• Operational leadership across multiple studio sites

• Experience in customer-first business models

• The ability to embed a refreshed brand vision into team culture and client delivery

🔍 The Executive Search Strategy

Step 1: Defining the Ideal Leader
We worked with their board to define core priorities:

• Scale customer-focused operations

• Align team culture with brand evolution

• Deliver measurable improvements in client retention and operational efficiency

• Lead studio-level consistency and growth

Step 2: Mapping the Right Talent Pool
We targeted leaders with experience in:

• Boutique fitness or wellness brands

• High-growth, multi-site consumer businesses

• Customer-centric operations with financial accountability

• Transformative leadership and people development

Step 3: Candidate Evaluation Framework
Each candidate was assessed for:

• Strategic execution and scaling experience

• Rebranding and change management success

• Financial oversight and profit-driving initiatives

• Team building and cultural alignment

• Passion for wellness, fitness, and lifestyle trends

Step 4: Final Selection and Onboarding
We shortlisted 6 highly qualified professionals and facilitated stakeholder interviews focused on:

• Cultural fit

• Track record in customer engagement

• Ability to lead a dispersed, high-touch team

✅ Results: Leadership That Delivered Measurable Transformation

The Appointed Managing Director Delivered:

1. Strategic Growth Framework: Laid the foundation for our Client to lead in boutique fitness

2. Brand Repositioning: Unified internal culture and customer messaging across all locations

3. Customer Engagement Gains: Implemented loyalty strategies that boosted retention

4. Team Empowerment: Attracted and developed talent aligned with mission and brand values

5. Operational Efficiency: Streamlined studio workflows and improved financial oversight

Impact Within 90 Days:

• Quick wins in cost management

• Enhanced customer feedback and NPS

• Improved studio performance metrics

• Team-wide buy-in on growth vision

💡 Key Takeaways for Business Owners

If you’re scaling a multi-location fitness, wellness, or service-oriented business, hiring the right operational leader is critical. A Managing Director or COO with a strong customer experience background can:

• Lead rebranding or turnaround efforts

• Build high-performing teams

• Drive loyalty through customer-first operations

• Set scalable systems for long-term growth

📞 Ready to Find Your Transformational Leader?

At Executive Headhunters, we specialize in placing senior leaders in health, fitness, and consumer-centric industries. Our proven executive search model identifies leaders who deliver ROI through operational excellence and customer impact.

Let’s Talk:
📞 0207 160 6996
✉️ info@executiveheadhunters.co.uk
🌐 www.executiveheadhunters.co.uk