Gold COMPANY PROFILE
CoverMe Ltd
CoverMe Fitness is the app for seamless, on-demand management and cover solutions for sport and fitness professionals. Integrated with leading software brands including Mindbody, Exerp, Mariana Tek and more, we are transforming the way the health and fitness industry operates, connecting clubs with top tier professionals.
Our app enables allows you to recruit fully qualified and meticulously vetted talent, as well as recognise and reward team members. It eliminates inefficiencies, streamlines team communication, scheduling and class management, and even manages compliance, so you can focus on growth and the member experience.
CoverMe is the future of work. With more than 10,500 fitness professionals already active on the app, we are on track to enable 3,420 gig opportunities every day in group exercise in 2025, and by 2026 we will be handling 10,000 opportunities daily - 3.6 million each year - in fitness alone.
Product range and services
CoverMe is designed to revolutionise team management, supporting you to expand your network for recruitment and emergency cover.
Managers can source cover, post audition requests to effortlessly manage their timetables while enhancing the retention of fitness professionals through our in app recognition and reward system.
From group exercise instructors to swimming teachers, professionals in our community can access career-enhancing discounts and offers from well-known partner brands including CIMSPA, FitPro and Myzone.
When it comes to compliance, there’s no room for compromise. Every certification and insurance document undergoes rigorous verification by our dedicated team. We’ll even shoot you a friendly reminder when documents are due for renewal. By eliminating the inefficiencies of manual compliance checks, we can save clubs 10 hours a week - that’s two months of operational time each year.
Key highlights
For venues:
• 97% cover rate
• 3 new hires per month
• 10 hours saved per week
• 78% better team engagement
• 100% retention rate of CoverMe
• 4.7 star app store rating
• 95% referral rate of CoverMe
For instructors:
• 13 additional classes per month
• Upskilled in four new class types
• 6 hours a month saved on admin
• 47% of instructors on CoverMe aged under 28
• 78% of instructors have over three years’ teaching experience
• 95% teach more than three class types
Operating some of the most extensive studio timetables in the industry, Total Fitness delivers an average of 71 group exercise classes a week at its clubs, with its busiest site offering more than 120 classes every week.
Managing such a high volume of classes, delivered by more than 300 freelance instructors in addition to the Total Fitness internal team, was a time-consuming challenge, particularly when arranging instructor cover due to sickness or holidays. The Fitness Experience Managers at Total Fitness relied on WhatsApp and other social messaging group chats to coordinate their studio teams and were fielding requests day and night, which was hugely disruptive for their work-life balance. The story wasn’t much better for the group exercise instructors, who typically teach across multiple operators and found it difficult to juggle cover requests across numerous group chats.
The compliance process was another time consuming task, with the certificates and insurance of all team members coordinated manually at each site, placing an additional time and responsibility demand on managers.
Management in one simple app
Total Fitness set up a three-site trial with CoverMe Fitness, an ingenious app that streamlines the process of finding cover in just three clicks and 21 seconds, improving operational efficiency for facilities, while giving fitness professionals more opportunities to work and increase their income. CoverMe Fitness also improves team communication, with operators reporting a 78% increase in team engagement and satisfaction as a result. The app also encompasses instructor compliance and recruitment, as well as recognition and rewards for team members.
Using CoverMe, managers at the trial sites saved approximately 10 hours each month and class cover rates doubled from 40% to over 80%. Following the success of the trial, the app is now being rolled out across the brand’s 15 clubs in the UK.
Saving a full-time role
Dean Zweck, Product Development Manager at Total Fitness, explains: “The results from the pilot were very encouraging. In the majority of our clubs the management of group exercise falls under the remit of our Fitness Experience Managers, along with the wider gym floor experience, Personal Training, our small group workout product, Squads, and much more. Arranging cover and checking documents for compliance took each of them more than 10 hours a month on average. Extrapolating that over 15 clubs, it’s the equivalent of another full time member of the team.”
Beyond the extensive time saving, which managers are now investing in other responsibilities, there were two other stand out benefits of the trial.
“The additional layer of compliance, which was previously done manually, gives us peace of mind. Having an automated system that identifies and notifies both clubs and instructors when certificates or insurance are due to expire has saved even more time, and gives increased protection to our members and our instructors, by ensuring their paperwork is up-to-date at all times.
“The one-way messaging broadcast feature is a game changer too. Now we have a simple way to communicate to all instructors at the same time to share updates or information, without opening the door to a protracted dialogue between club and instructors. Lines of communication are open with instructors, but in a controlled and compliant way that is fair for all.”
With a number of team members able to approve cover requests and communicate with instructors, the app has significantly reduced the amount of time managers are contacted out of hours. “Our managers can now enjoy their downtown and annual leave, without being interrupted by requests for cover on a noisy WhatsApp chat, reducing their stress and anxiety,” says Zweck.
But that’s not all. The data insight provided by CoverMe Fitness has enabled Total Fitness to accurately evaluate where further training or recruitment is needed. Zweck explains: “Through CoverMe we can objectively show where recruitment gaps are in the delivery of our timetable and direct resources there. As a result, in the 2025 financial year we have allocated a dedicated training budget to upskill in specific classes including aqua, indoor cycling and kids classes. We are lucky to have team members that crave personal development and want to participate in CPD courses to deliver more classes; our Gen Z team members have jumped at the chance to teach aqua, and we’ve also been able to offer places to some freelance instructors who want to diversify too.
“Overall, CoverMe has been an excellent acquisition for us; to have one app that not only increases efficiencies in ways of working and compliance, but also improves the experience for our freelancers definitely provides value for money. The insight gained during the pilot has resulted in us rolling the app out across all 15 Total Fitness clubs.”
Serco Leisure, which manages 39 facilities with health and fitness operations across the country, recently went live with CoverMe at its Kent sites; Lockmeadow Leisure Centre in Maidstone, Maidstone Leisure Centre and Swallows Leisure Centre in Sittingbourne. Around 150 classes run each week across the three venues, and CoverMe is efficiently and effectively sourcing instructors around three to four times per week, when the regular team is on holiday or off sick.
Wiltshire, who has been working in the industry for 16 years, explains: “After spending years as either an instructor or managing group exercise, it was a no brainer to jump onboard an app where everything is in one place and cover can literally be arranged at the click of a button.
“A year ago, when I was Kent Health and Fitness Manager for Serco Leisure, finding cover for classes fell entirely on my lap for all our sites. It takes a lot of time out of a health and fitness manager’s day. It can also get very messy and diluted when you’re using different forms of communication – some instructors want to be contacted via group chats, others don’t, some prefer email and some like a phone call. It’s easy to make a mistake when the messages aren’t in one place.”
With CoverMe, operators are connected with inspirational, qualified and vetted instructors, filtered through the app’s algorithms and analytics, which identify the most suitable freelance instructors, factoring in skills, proximity and availability – all in real time – so managers can source and book class cover in just three steps.
“Having been responsible for finding the cover instructors myself, I would say CoverMe is saving our health and fitness managers around five hours plus per week. CoverMe significantly improves their work life balance; they are no longer the victim of multiple group chats, being contacted on every social media platform possible, every hour of every day,” continues Wiltshire.
The ability to have more than one admin on the app means staff can truly have time off and, when at work, can focus on other activities when they need to, knowing another member of the team can handle the cover request.
“For example, Caroline, our health and fitness manager at Swallows Leisure Centre, was on the gym floor delivering inductions the other day when a notification for cover came through on the app. She quickly approved the cover request, finished her appointment and then checked the app again to see that the cover had been arranged. Historically, the stress of trying to find time to send and manage all those messages, emails and calls would have been immense. As a result, we’ve definitely seen fewer class cancellations.”
Wiltshire has been impressed with CoverMe’s instructor portal, which requires all necessary certification and insurance documents to be uploaded and vetted by CoverMe’s staff before they are approved on the app. She says: “We require a £10 million public liability insurance from our instructors, and it’s really important to us that the CoverMe app can take that into when vetting suitable instructors. If an instructor is not compliant they cannot teach for us; it’s just another headache we no longer have to worry about. The same with insurance. CoverMe takes ownership, making sure these things are correct and up to date, with the parameters set by the club. CoverMe flags up when someone’s certification or insurance is due to expire and freezes their account if it’s out of date, so we always remain compliant. Before now this has been hard to keep tabs on.”
Wiltshire concludes: “The onboarding process was also super smooth and easy. CoverMe did 99.9% of the work for us, making it a stress-free and easy to manage process. It’s been a great tool for Kent so far and I will be overseeing the process as and when it launches across our other sites too.”
Justin’s journey into fitness began as a very personal one. At 42, having lost more than nine stone through sheer determination and the help of Slimming World, he gained enough confidence to step back into a gym environment.
But sticking to what he knew – the treadmill and cross trainer – he soon became bored, uninspired and ready to cancel his membership. During a chance conversation, a Les Mills instructor invited Justin to try her BodyPump and BodyCombat classes. Little did he know it would change the course of his entire life.
He says: “I was nervous walking into that first class, but something clicked. I was hooked. Not just by the energy of the workout, but by the sense of community, the motivation in the room, and the confidence of the instructor – she didn’t just teach, she inspired. That moment changed the direction of my journey.”
Within four months of starting classes Justin signed up to qualify as a BodyPump instructor himself, and now, almost eight years later, has completed training in seven additional Les Mills programmes. “Every class I teach is a reflection of my journey,” he says. “My greatest passion is creating a space where others can feel the same empowerment I did, where fitness stops being a chore and becomes something truly transformative. Becoming a Les Mills instructor didn’t just change my body, it changed my life. Through my classes, I strive to help others realise the same is possible for them.”
Alongside a full time role at Bannatyne for five years, Justin worked as a freelance instructor teaching Les Mill’s BodyPump, BodyCombat, Grit, BodyStep, BodyBalance, RPM, Sprint and Strength Development at multiple clubs, including Everybody Health and Leisure clubs in Cheshire East, where he was introduced to a game-changing team management app, CoverMe Fitness.
Like many freelance instructors, Justin found arranging class cover frustrating and time-consuming. Most communication happened in group chats, which were easy to lose track of, leading to confusion and inefficiency, and managing cover, logging sessions and keeping track for invoicing all added to his administrative burden.
He explains: “One of the biggest challenges for freelance instructors is gaining access to consistent opportunities to earn more income. Previously, I would have to post in group chats or contact the different fitness managers or class coordinators directly to secure additional work or find cover – a process that was often unreliable and inequitable. Some instructors weren’t included in chats, while others hesitated to volunteer due to group dynamics, meaning some classes had to be cancelled or, where available, substituted for virtual Les Mills classes. At the same time, a few instructors were perceived as taking every opportunity, leaving colleagues frustrated and creating tension within teams. CoverMe addresses these issues by offering a structured, impartial system for managing cover. By keeping assignments anonymous, it removes the potential for competition, resentment or exclusion. Instructors gain fair access to opportunities, managers avoid the administrative burden and members benefit from reliable class continuity.
“CoverMe also provides access to gyms that might not frequently advertise or offer permanent positions. This gives freelancer instructors a chance to showcase their skills, build relationships with new venues and potentially secure more permanent roles in the future. It’s a valuable tool for increasing both visibility and opportunity in a competitive industry.”
Justin has since moved to a Sales Executive role with equipment supplier A50 Fitness, whilst still continuing with his freelance classes, making the CoverMe app more valuable to him than ever.
He says: “I typically start my day by checking the app for any available cover opportunities, monitoring it periodically to see if new classes have been posted that I can cover. Before CoverMe, I often missed calls or accidentally overlooked messages in busy group chats. On occasion I’ve even forgotten to record classes in my diary too, which sometimes led to double bookings.
“CoverMe helps me to manage my schedule more effectively. I can see what’s available in real time, making the most of my time and boosting my income by around 5 - 10%. It’s also significantly reduced my admin, from around one to two hours a month on invoices alone to just 20 minutes, as well as removing the frustrating back-and-forth communication, which in turn has lowered my stress levels.
“The QR code for check-in is so quick and efficient, minimising wait times at reception, and the calendar integration, which automatically stores my scheduled classes, means it’s easy to keep track of upcoming bookings and refer back to past sessions. No more double booking! Another key benefit is that it keeps all your important documentation, such as certificates, insurance and qualifications, in one central place.”
Justin says being a freelance instructor is an exciting but challenging career path, with the admin often being the toughest part. He believes tools like CoverMe make the job more sustainable by cutting through the clutter and giving instructors the freedom to focus on teaching.
“CoverMe has the potential to play a significant role in shaping the future of freelance instructing,” he explains. “It not only benefits instructors by streamlining administrative tasks and providing greater access to opportunities, it also supports clubs by enabling fitness managers and class coordinators to manage cover more efficiently at their end, centralising communication and automating key processes.”
In the last 12 months we have expanded to the US and Australia and have recruited roles in EMEA.
CoverMe helps Snap Fitness find new pool of instructors in hours
Snap Fitness Elephant & Castle has dramatically improved the way it manages instructor cover after adopting CoverMe, the specialist fitness team management platform. Within just three hours of CoverMe issuing a recruitment post, the club had interest from 31 qualified instructors.
The club, which offers 20 group exercise classes a week, had previously relied on WhatsApp to organise cover, a system that frequently proved difficult, according to Luana Souza, the club’s general manager.
“Our head trainer used a WhatsApp cover group, but the problem was that messages didn’t always reach me. That gap in communication made the process unreliable,” she says.
The facility has a core team of 12 instructors delivering its main timetable. Luana wanted to supplement this with a pool of vetted and qualified instructors to cover group exercise classes, especially for its seven signature classes. The results exceeded expectations.
“CoverMe attracted instructors completely new to us as well as some from our sister sites. We now have a strong pool of instructors on our cover list. It’s been lovely to reconnect with those who have worked with us in the past. They already know the club setup and have great rapport with our members.”
The club is still actively recruiting through CoverMe. Plans include expanding its morning timetable to better serve parents after the school run and increasing its Friday offerings. The team are also using the platform to source new personal trainers.
“We’ve had a great experience with CoverMe. It’s made the whole process far more efficient and gives us real peace of mind knowing we now have a reliable pool of instructors we can call on whenever we need support,” she concludes.
CoverMe to power the International Fitness Showcase 2026
Workforce operating system CoverMe has partnered with the much-loved International Fitness Showcase (IFS) 2026, one of the most popular events in the fitness calendar. Celebrating its 22nd year, IFS will offer three days of high-energy education, networking and innovation at the iconic Blackpool Winter Gardens from 20 - 22 March.
The CoverMe International Fitness Showcase continues to set the global stage for fitness talent and brands, attracting almost 8,000 leading instructors, presenters and innovators from around the world. Attendees can experience live masterclasses, immersive workshops and first-look product launches.
Perfectly aligned with the IFS audience, CoverMe acts as a digital wallet for fitness professionals, storing their certificates, qualifications and insurance information, and showcasing their CV to relevant clubs and studios for targeted job notifications, including auditions and cover work. The platform streamlines administrative tasks like invoicing and also offers valuable professional perks. At the same time, CoverMe helps clubs and studios find, manage and retain fully qualified fitness professionals by simplifying cover, recruitment, compliance and scheduling in one simple platform.
Throughout the weekend, CoverMe’s chief commercial officer, Lou Crossland will deliver a series of educational seminars for instructors. The Instructor Edge - how to earn more income and understand what operators are looking for, is a 45-minute workshop worth four CPD points, that will guide fitness professionals on how to raise their profile and capitalise on work opportunities. The session will focus on how to optimise supporting tools, build a standout digital CV, effectively project yourself on social media, master the audition process, and, importantly, understand what operators are looking for in their instructors.
A series of competitions will also take place at the event. Attendees who download the CoverMe app and create their profile will be entered into a prized draw to win the cost of their 2026 ticket back, as well as a free ticket for 2027, worth around £500, or scoop other giveaways including spa days and yoga bags. Delegates can simply scan QR codes around the venue to download the app. Once their profile is complete, the more they scan the more chances they have to win.
Ceri Hannan, director of Chrysalis Promotions, which organises the IFS event says: “For more than two decades we’ve partnered with industry-leading brands to deliver cutting-edge products, inspiring experiences and unforgettable moments for fitness professionals and enthusiasts alike, and we are thrilled to welcome CoverMe as our headline sponsor, powering the IFS this year. As a leading workforce operating platform, CoverMe brings innovation, efficiency and creative energy that perfectly complements the high-energy, educational atmosphere of our event.”
Lou Crossland, CoverMe’s chief commercial officer says: “The IFS has been a firm fixture in my diary for 18 years due to its sheer energy and excitement. It’s hard to put into words the buzz of being able to spend time with thousands of like-minded individuals, so I couldn’t be prouder that CoverMe is supporting the event for 2026! With a predominantly instructor-led audience, CoverMe is the ideal fit given its suite of tools designed to help fitness professionals work smarter and grow their career.”
CoverMe and FitIQ partner to deliver career-ready fitness professionals
Village Hotel Club works with CoverMe Fitness to improve operational efficiency
Village Hotel Club is rolling CoverMe Fitness out across its health and wellness clubs to reduce unnecessary admin, improve compliance and free up managers to spend more time in member-facing roles.
The partnership follows a successful five-month pilot of the all-in-one team management platform at six Village Health and Wellness clubs. The trial highlighted the significant administrative burden faced by fitness and group exercise managers, who can spend at least eight hours a week (and up to 20) finding last-minute cover for classes.
Village is one of the UK’s leading hotel and leisure club brands with 34 sites. Offering modern fitness equipment, exercise classes and swimming pools, its health and wellness clubs serve more than 130,000 members.
Diana Wright, National Group Fitness Manager at Village, says: “CoverMe provides us with a single, centralised system to manage instructor cover and compliance across our leisure operation. It strengthens governance, improves visibility at club and national level, and ensures consistent standards are maintained while reducing operational risk.”
By introducing CoverMe across its estate, Village aims to streamline all aspects of operations, from improving team communication and making it quicker and easier to find cover to simplifying external audits by providing instant, on-screen access to compliance evidence. Going forwards, Village aims to use the platform to recruit more personal trainers into the business.
Lou Crossland, Chief Commercial Officer, CoverMe Fitness, says: “This partnership with Village Hotels will improve operational efficiency for managers and fitness teams. By replacing manual processes, we can reduce the hours spent on administration, allowing managers to focus on revenue-driving activities such as classes, sales and member engagement instead. This not only gives teams a better work-life balance, but improves the experience for members and ensures a more productive and sustainable way of working as the business grows.”
CoverMe Fitness supports operators with compliance, cover, recruitment, communication and rewards and recognition. The all-in-one team management solution is already trusted by more than 50 leading brands representing over 1,000 clubs and studios, including Virgin Active, GoodLife, Village Health Clubs and Spas, Lift Brands, PureGym, Arch Amenities, Serco and Total Fitness.
Noel Agyei returns to fitness industry as chief operating officer of CoverMe Fitness
CoverMe Fitness has appointed Noel Agyei as chief operating officer, marking his return to the fitness industry where his career first began.
With almost 20 years of hands-on fitness experience as well as extensive expertise in sales, operations and technology leadership, Agyei has been brought in to scale the CoverMe Fitness business globally.
Agyei says: “I’m incredibly excited to return to the industry where it all started for me, working closely with CoverMe’s visionary founders Rosanna Tucker and Beverlee Browne to grow the business. After years in tech, product development and leadership roles, I’m excited to use my experience to help fitness professionals and clubs thrive and make CoverMe the go-to platform for the global fitness community.”
Agyei’s career in fitness began in the mid-1990s and saw him progress from a gym floor instructor to personal trainer, group exercise instructor, sales manager, general and regional manager, eventually opening a new club in Amsterdam. Leaving the fitness industry to pursue new challenges, he went on to hold senior roles across the hospitality, entertainment and healthcare sectors, including co-founding a MarTech SaaS platform which revolutionised social media content management. Agyei helped scale the company from a start-up to a 30-person team, securing £15 million in investment and ultimately achieving a successful acquisition by Adobe.
Rosanna Tucker, co-founder of CoverMe, says: “Noel brings proven SaaS leadership, exceptional commercial judgement and a track record of scaling technology businesses through disciplined execution. He operates across the organisation to drive sales performance, streamline activity and build repeatable systems that protect our market leadership while accelerating growth. Having done this before, he understands how to turn strategy into execution at scale. His focus is on keeping CoverMe at the front of the market and driving the next phase of expansion.”
CoverMe Fitness supports operators with compliance, cover, recruitment, communication and rewards and recognition. The all-in-one team management solution is already trusted by more than 50 leading brands representing over 1,000 clubs and studios, including Virgin Active, GoodLife, Village Health Clubs and Spas, Lift Brands, PureGym, Arch Amenities, Serco and Total Fitness. With Agyei joining the leadership team, the company aims to accelerate its growth while continuing to innovate to provide solutions that meet the evolving needs of operators and fitness professionals.
CoverMe makes key appointments to drive next phase of expansion
Richie Allan has been appointed Director of Global Sales. With more than 20 years’ experience in the sector, Allan has worked for some of the UK’s leading fitness brands, including Total Fitness, David Lloyd. Gym Group and Fitness First, where he completed the company’s Future Leaders Programme. At Xercise4less, Allan oversaw the opening of 20 clubs in two years and was named Regional Business Manager of the Year. He was Business Development Director for Europe at Les Mills before working on several digital fitness projects, including OliveX, W3:Ride and Endurance Zone, and his most recent role was Partnership Manager at Active Insight.
Allan says: “I enjoy helping businesses solve their problems. As soon as I understood how the CoverMe platform could help operators manage their workforce, save time and money, I knew I had to be involved. You can always tell how strong a brand or product is by people’s first reactions. The response to CoverMe has been incredible – people ask me where the platform was 10 years ago. You can just feel the momentum building from the quality and impact of the meetings we’re having with operators. It’s hugely exciting.”
CoverMe’s new National Business Manager, Caroline Ayling, has spent more than 20 years in the industry, starting out as a personal trainer before moving through club management, regional operations and commercial leadership roles across the private, public and boutique sectors, including Ultimate Performance, Lampton Leisure, Orangetheory, Total Fitness, Virgin Active and Fitness First.
“I wish I’d had this solution when I was running clubs. The platform not only streamlines processes and cuts admin time, but it empowers operators to reinvest in their people, enhance member experience and drive commercial growth. It’s inspiring to be part of a team that shares such passion for innovation, and I’m particularly excited about the months ahead as we expand our offering, including new solutions for the personal training sector,” says Ayling.
Jemma Wright joins CoverMe as Business Development Consultant after seven and a half years at Myzone where she discovered a passion for driving change through technology. Prior to this, she worked in a wide variety of operational roles from lifeguard, swim teacher and fitness instructor to duty manager.
“Having worked in both the operator side of the business and in wearable tech, I realised that the industry still has a long way to go to catch up with the rest of the world. There are so many areas where digitalising processes can free up our talented fitness professionals to focus on delivering excellent services to members. CoverMe does just that. I’m also hugely inspired by the females that have started and continue to fuel this growing company,” she says.
Rosanna Tucker, CEO and Co-Founder of CoverMe, says: “We’ve evolved from being the fastest cover engine in the leisure and fitness industry to becoming a comprehensive, all-in-one team management solution supporting operators with compliance, cover, recruitment, communication and rewards and recognition. This evolution and our continued growth is only possible because of the talented people behind the platform, which is why we are thrilled to have Richie, Caroline and Jemma in the business. These three highly experienced individuals share our vision and passion for innovation and will play a key role in our expansion as we introduce new features to help operators manage the people they have and find the people they need.”
Beverlee Browne, co-founder and COO
Louise Crossland, chief commercial officer
• Virgin Active,
• Nuffield Health,
• Total Fitness,
• Goodlife, and
• Lift Brands.
