Keynote Speaker

Joe McEwan, Head of UK Brand, Innocent Smoothies

Joe began working for innocent in 2007. He has dedicated all of his time there to building a thriving two-way relationship with the brand’s community of drinkers. His leadership as Head of Digital & Communities, and now UK Head of Brand, has helped cement innocent’s reputation as a brand that truly understands how to best engage with its consumers. He is one of the 50 most influential people in social media, according to Drum Magazine (and his mum).


Sweat 2017 Agenda

Topic Speaker
Registration and networking (Teas and coffees will be served)
9.30 – 10.00

10.00 – 10.10

Steven Ward
Executive Director, ukactive
Keynote: Little Touches, Big Difference –
Marketing the Innocent Way10.10 – 10.50
Joe McEwan, Head of UK Brand, Innocent Smoothies
The event begins with a keynote from Joe McEwan, Head of UK Brand at Innocent Smoothies, who will share the secret of how to construct a mega-brand from scratch. Joe leads Innocent’s innovative mission of unconventional branding and will impart his wisdom on how to build a meaningful dialogue with your customer base and create content with a memorable impact.
Panel Session: Create and generate the best of your space.


10.50 – 11.30

This panel session brings together the unique cocktail of architects and creatives involved in the boutique design process; from architect, to designer, to operator. The top-class panel will reveal how boutique studios can maximise their use of space to deliver a quality experience to customers within the constraints of a limited city space. Leading architect Mark Goldstein will share his expertise on how to build a fitness-friendly space, while Kyriakos Katsaros will draw on past projects such as 1Rebel Broadgate to shed light on how to arrange your studio to meet customers’ needs. Meanwhile Olga Allon will share her unique insight from a trained architect to founder and operator of the Hot Yoga Society. Finally, Justin Rogers will discuss his experience as Creative Director of Ten Health and Fitness, and how he  is responsible for building a successful brand.

 ·       Kyriakos Katsaros, Principal, Studio C102
·       Olga Allon –Director and Founder, Hot Yoga Society 
·       Mark Goldstein, Co-founder, Goldstein Ween Architects  
·       Justin Rogers, Creative Director, Ten Pilates  

Networking Break & Partner Demos    
Panel Session: Sweating your assets

12.00 – 12.45

This session sheds light on making the most out of your business financially by ensuring it is well-run and nimble enough to capitalise on new opportunities in the sector. Jeff McGeachie takes on the role of expert investor, sharing lessons learned and offering tips to making your business an attractive proposition for investment. Meanwhile, Bivek Sharma from KPMG Small Business will discuss some of the key areas of business that operators often overlook, including financial streamlining, asset management and remaining ready to capitalise on funding opportunities.

·       Bivek Sharma, Head of KPMG Small Business, KPMG
·       Jeff McGeachie, Co-founder, Innovation Warehouse
·       Penny Arnold, Commercial Director, Fusion Lifestyle 
·       Leah Walland, Finance Director, ukactive (Chair)

Lunch prepared and provided by Fresh Fitness Food
Panel Session: Training Innovation

13.45 – 14.30

Panelists will centre their discussion on training; perhaps the most crucial part of any boutique fitness enterprise. Particularly, how can you build a team and training regimes that are ahead of the curve and inspire loyalty in your customers? Fitness guru Natalie Summers – who has tailored workouts for Bear Grylls among others – unveils her secrets to truly excellent personal training, while Technogym’s Henk Jan Thoes will also espouse the benefits of personalisation; this time in boutique training products. Fellow panelist Richard Scrivener is a renowned PT coach whose personalised, evidence-based training for PT’s ensuring they are on the cutting-edge of any fitness trend.  Rounding off the group is Hilary Rowland, who takes an alternative approach to recruitment, with a focus (perhaps gleaned from her American background) on staff connecting with their clients.
·       Richard Scrivener, Product Development Manager, Train fitness international
·       Henk Jan Thoes, Product Manager Functional Training, Technogym
·       Hilary Rowland, Co-Founder, Boom Cycle
·       Natalie Summers, Co-Founder, Bear Grylls Epic Training
·   Dr Steven Mann, Research Director, ukactive (Chair)
Boutique’s: A view from the Baroness 

14.30 – 14.35

Baroness Tanni Grey-Thompson
Chair, ukactive

Panel Session: Building consumer love money can’t buy

14.35 – 15.20

“Building consumer love that money can’t buy” is a panel session exploring how to build that most desired of traits in a studio: brand loyalty. So how do you build a loyal ‘tribe’ of fitness enthusiasts for your studio? Muireann Carey-Campbell, also known as Bangs, is head fitness instructor at Boom Cycle and an Elle Fitness columnist, with insights into the fitness journey, having been a self-confessed ‘couch-potato’ who now inspires other women into fitness.

·       Bangs, Elle Fitness columnist
·       James Poole, Business Development manager, Running Heroes
·       Sandy Macaskill, Co-Owner & Instructor, Barry’s Bootcamp, London
·       Sarah Kendall,  Head of PR and Communications at Fuse Sport, (Chair)

Networking Break & Partner Demos  
Panel: The rise of boutique fitness; a look to trends and the future



This final session will explore the revival of ‘boutique’ both inside and outside of fitness, while Shara Tochia the co-founder of DOSE, an online publication that fuses the world of fitness, eating well and better drinking with features designed to entertain and capture the attention of urban, time poor Londoners. Jared Williams will relay tips and lessons from his success in the boutique food industry, while Boom Cycle’s Robert Rowland will discuss how to capitalise on the rapid expansion in the boutique sector in recent years and ride the wave.

·       Jared Williams, Co-Founder, Fresh Fitness Food
·       Shara Tochia, Co-Founder, DOSE
·       Rob Rowland, Co-Founder, Boom Cycle
·       Mark Holland, CEO &Co-Founder , Bodystreet UK
·       Steven Ward, Executive Director, ukactive (Chair)

Close Steven Ward

Executive Director, ukactive