Revolutionising team management in the global fitness industry

In less than two years, CoverMe Fitness has become a critical tool for both clubs and 󹀼 tness professionals, streamlining operations, enhancing communication and creating new opportunities for professionals worldwide

Designed to simplify and revolutionise fi tness team management, the CoverMe fitness app has quickly gained traction in the fi tness industry since its UK launch in 2023. The platform, which started as a group exercise cover solution, has evolved into a comprehensive team management tool, meeting the needs of operators and sport and fi tness professionals alike. “People are the fi tness industry’s greatest asset, but until now, this area of club management has not benefitted from advances in technology. As experienced club operators, we understand the cost of ineffective team management, from the hours wasted sourcing cover and the frustration of recruiting new talent, to managing certification and insurance for all members of staff. We knew there had to be a more effective way to manage our teams,” says co-founder Rosanna Tucker.

Tucker and her co-founder Beverlee Brinkworth set out to create a tool that would reduce stress, save time and improve operational efficiency. Enter CoverMe Fitness.

Rapid adoption

Within 18 months of its official launch, CoverMe has been adopted by 3.600 clubs globally, including Virgin Active, Fitness First, Serco and Lift Brands. The app has an 100% retention rate and a 97% class cover success record, testament to its success in supporting the fitness industry’s operational needs.

With more than 10,500 fitness professionals active on the app already, CoverMe is on track to enable 3,420 gig opportunities every day in group exercise this year. By 2026 the app will be handling 10,000 opportunities daily – 3.6 million each year - in fitness alone.

CoverMe is expanding internationally. It launched in Australia in January 2024 followed by North America in summer 2024 after forming a strategic partnership with the IDEA® Health & Fitness Association.

Since its launch, the app has evolved into a full-service team management platform. Integrated with leading software solutions including Mindbody, Exerp, Mariana Tek and more, it provides a seamless connection between fitness professionals – from personal trainers and yoga teachers to group fitness instructors and swim coaches – and the venues where they work.

The app helps professionals build their profiles, manage their schedules and find work. It also streamlines communication with clubs, tracks qualifications and simplifies the process of managing compliance and certification. Clubs can oversee their teams more effectively, from managing in-house training to posting audition requests to recruit new talent. The in-app recognition and reward system enhances retention, allowing fitness professionals to earn points and badges to unlock career-enhancing discounts and offers from well-known partner brands including CIMSPA, FitPro and Myzone.

CoverMe has now partnered with jobs platform LeisureJobs to provide a faster, smarter way for fi tness operators to build their teams, secure in the knowledge that their new recruits meet the highest standards of professionalism. In an initial pilot, the two organisations are recruiting for highly sought after personal trainer and group exercise instructor roles for Fitness First, one of the UK’s most recognised fi tness brands.

“CoverMe is the future of work. It’s the infrastructure that invites the next generation to join us, meeting the growing demand for flexibility in the gig economy. Today’s professionals are looking for careers that offer choice and freedom, and CoverMe is designed to meet them where they are, transforming the way talent connects with opportunity,” says Tucker.

Virgin Active has fully integrated CoverMe across its 34 UK locations, where the app is being used to manage wider team operations, including staff training and class recruitment, as well as the management of swim instructors to prevent session cancellations.

“The app keeps the team informed about training opportunities, empowering them to develop new skills and teach additional class formats. It streamlinescommunication, tracks instructor qualifications and simplifies coverage planning. Additionally, it identifies recruitment needs, enabling Virgin Active to proactively manage staffing levels to meet demand and maintain its high standards for member experience,” explains Brinkworth.

CoverMe transforms how talent connects with opportunity in the gig economy

Future ambitions

To support its rapid growth, CoverMe has expanded its leadership team with new appointments across the globe, including chief sales officer Ali Atcha, who has over 18 years of experience in the health, wellness and tech industries, and fitness industry veterans, Doris Thews as US vice president of business development, and Christine DiBugnara as head of business development for the US. Kate Davison has been also appointed as vice president of sales for the EMEA region.

The company’s long-term vision extends into other vertical markets such as swim schools, padel centres, ski schools, golf centres, spas and wellbeing.

With its commitment to innovation, CoverMe is disrupting the fitness industry, offering solutions that address the most pressing challenges faced by operators and fitness professionals. More: [www.covermeapp.co](http://www.covermeapp.co/)