George Flooks, Chief Executive Officer

George Flooks is the Chief Executive Officer of Fitness First Middle East, owned and operated by the Landmark Group. His mandate is to grow the Brand to 100 clubs and develop the Fitness First strategy including the comprehensive management of all Fitness First clubs in the Middle East and North Africa.

Throughout his 35-year career, George has worked with four major health chain operators across four continents.

Prior to joining Fitness First Middle East, George was Chief Operating Officer (Board Member) for Fitness First UK, responsible for over 160 clubs across the United Kingdom and Northern Ireland with annual revenues of 150 million sterling.

George was a Board Member of the Health and Racquet Club Group, responsible for the growth from 8 to 86 clubs, with one million members. George was instrumental in the listing of the Health and Racquet Club Group on the South African stock exchange and was a key member facilitating the sale to Virgin Active.

George lives his passion, he has completed four 70.3 half Ironman. He was a PTI (Physical Training Instructor) in the South African military and captained the South African School’s football team as a junior prior to receiving a sports bursary to study in the USA. He holds a Bachelor of Science degree in Business Management and Administration from the University of West Virginia Wesleyan.

George has his Master’s in Neuro-linguistic programming (NLP), is a motivation keynote international speaker who dedicates himself to the growth and development of his staff.

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