Edward Elliott

Experience

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  HUM2N

  Head of Expansion (International)

  Jun 2025 - Present

  Leading international expansion strategy for HUM2N's longevity, performance and precision medicine clinic model, building on operational systems already deployed during my COO tenure. Focus on market entry sequencing, franchise vs JV vs flagship model selection, and operating partner due diligence. Accomplishments -Built international expansion framework covering market prioritisation, capital structure options, operating partner profiles and unit economics benchmarks across three priority regions. -Reduced operating cost base materially during prior COO mandate, allowing the international phase to launch from a stable cashflow foundation. -Maintained operational coverage of the flagship London clinic in parallel with strategic expansion work, ensuring continuity through transition. -Advising founder on partnership structures, target geographies and operating model adaptations for international markets.

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  Lucky Punch

  Chief Operating Officer

  Feb 2025 - Dec 2025

  As COO, took operational ownership of Lucky Punch — a multi-site boutique boxing concept across Zurich, Copenhagen and Dubai — supporting founder Chris Velkovski through scale phase, partnership conversations (Ennismore, 25hours, Red Bull) and international rollout. Accomplishments -Translated founder vision into operating discipline across studio operations, P&L control, KPI framework and cross-site governance, building on the consulting work from the previous six months. -Supported partnership pipeline including Ennismore (HMA, JV and direct investment scenarios), 25hours Dubai HMA, and Red Bull festival-format activations. -Built unit economics view across Zurich (FY24 EBITDA margin +5pp YoY), Copenhagen Pop-Up (breakeven in three months) and Dubai studio (1.8-year payback projection). -Embedded operational playbooks and pre-opening systems used across new market launches. -Stepped back from full operational scope by end of year, retaining advisory access as the business transitions toward direct investment / JV pathways with global hospitality partners.

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  HUM2N

  Chief Operating Officer

  Jul 2024 - Jun 2025

  As COO of HUM2N — a longevity, performance and precision medicine clinic in central London — partnered with founder Dr Dimitris Tsoukalas to take the business from founder-led delivery to a structured operating model capable of scale. Accomplishments -Reduced monthly operating cost base materially, restoring cashflow viability without compromising clinical standards or member experience. -Built end-to-end operating system covering clinical operations, member journey, programme delivery, retail and B2B revenue, with KPI dashboards and reporting cadence introduced at board level. -Restructured commercial model across membership tiers, B2B programmes and corporate longevity offers, generating diversified revenue streams beyond consumer clinic income. -Hired and developed senior layer beneath the founder — clinical lead, operations lead, commercial lead — enabling the founder to step out of day-to-day operations. -Positioned business for international expansion phase, which I transitioned into as Head of Expansion in July 2025.

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  Lucky Punch

  Business Strategy Consultant

  Jul 2024 - Feb 2025

  Engaged by founder Chris Velkovski to advise on operating model, partnership structures and expansion strategy across Zurich, Copenhagen and Dubai sites. Consulting mandate transitioned into formal COO appointment in February 2025. Accomplishments -Diagnostic phase across all three sites — Zurich (flagship), Copenhagen (pop-up) and Dubai (LP x 25hours) — building the unit economics, operational gap analysis and partnership scenario modelling. -Built partnership framework for hospitality conversations including HMA structure for 25hours Dubai, JV scenarios for flagship properties, and direct investment options for global rollout. -Designed pre-opening playbook subsequently deployed across new market launches. -Outcome: scope expanded into full COO role from February 2025

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  AURUM Training

  Interim Chief Executive Officer

  Jan 2024 - Jun 2024

  Stepped up from COO into interim CEO role for AURUM Training — a strength and longevity-focused training concept founded by Julian Cardoner — covering the executive seat during a transition phase of the business. Accomplishments -Held P&L accountability and senior stakeholder engagement during transition, ensuring continuity across operations, commercial, member experience and team leadership. -Maintained operational standards and member retention through the period of executive transition. -Worked alongside founder on strategic direction, future model and ownership structure. -Concluded engagement in July 2024 on agreed terms following completion of the interim mandate.

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  AURUM Training

  Chief Operating Officer

  Jul 2023 - Jun 2024

  As COO of AURUM Training, partnered with founder Julian Cardoner to bring operational discipline to a fast-growing boutique strength and longevity concept positioned at the premium end of the European fitness market. Accomplishments -Built operating system covering coach standards, member journey, programme structure, P&L governance and reporting cadence. -Structured team layer beneath the founder — coaching lead, operations lead, member experience — reducing founder operational load. -Supported commercial model refinement across membership tiers, premium PT, and longevity-adjacent programming. -Transitioned into Interim CEO seat in January 2024 to cover executive layer during business transition.

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  SafeFit Studios

  Chief Executive Officer

  Jun 2022 - Sep 2023

  As CEO of SafeFit — a Dubai-based app-driven digital fitness and private studio concept built across 11 sites — led the business through scale phase, commercial repositioning and eventual exit. Accomplishments -Held full P&L accountability across 11 studio sites plus the underlying digital platform business, with end-to-end ownership of strategy, operations, commercial, finance and team leadership. -Built and led senior leadership team across studio operations, technology, marketing and finance. -Steered the business through repositioning and structural decisions ultimately resulting in business exit. -Maintained operational integrity and team continuity across the transition period.

• °CRYO.com

  Non Executive Director

  Nov 2021 - Dec 2022

  Appointed to the board of °CRYO.com — a global cryotherapy and recovery brand operating across corporate and franchise channels — bringing operational and commercial perspective at board level alongside the executive team. Accomplishments -Contributed to strategic direction, brand positioning and franchise model decisions at board level. -Supported executive team on operating challenges across corporate-owned and franchise sites, drawing on prior operating tenure with the brand. -Brought multi-region operating perspective from MENA, Europe and APAC operational experience to board discussions

• °CRYO

  Director of Operations - Corporate & Franchise

  Mar 2021 - Jun 2022

  Held operational accountability across °CRYO's corporate-owned sites and global franchise network, building the operating standards, KPI framework and franchisee support structure that the brand needed to scale internationally. Accomplishments -Built operating playbook covering site standards, member experience, P&L management and reporting cadence across corporate and franchise channels. -Standardised franchisee onboarding, operational support and performance review structures across multiple markets. -Supported new market entry and franchisee selection decisions, drawing on cross-regional operating experience. -Transitioned into NED seat at end of operational tenure, retaining board-level relationship

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  SafeFit Studios

  Board Chair / Non Executive Director

  Aug 2020 - Jul 2022

  Founding board chair / NED at SafeFit Studios from inception through scale phase, supporting the founding team across strategy, operating model and growth decisions before transitioning into the CEO seat in July 2022. Accomplishments -Contributed to founding strategy, brand positioning and operating model design from inception. -Supported founders across critical scale decisions covering capital structure, site selection, technology platform and team build-out. -Provided ongoing board-level governance during the brand's expansion to multi-site operation. -Transitioned into executive CEO seat in July 2022 to lead the next phase of the business

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  ALMED RETAIL

  Director of Leisure & Hospitality Brands (Reebok CrossFit)

  Apr 2019 - Jan 2021

  As Director of Leisure & Hospitality Brands within ALMED Retail, led the operational and commercial direction of Reebok CrossFit GoldBox in Dubai, alongside broader hospitality brand operations within the group. Accomplishments -Owned the operational and commercial performance of Reebok CrossFit GoldBox — one of the largest CrossFit facilities in the region — through a period of significant brand growth and event activation. -Built and ran the CrossFit competition activation programme including Dubai Active 2019 and the Dubai CrossFit Championship, positioning the brand at the centre of regional CrossFit culture. -Held P&L accountability across the leisure and hospitality brand portfolio within the wider ALMED Retail group. -Built and developed the senior team across coaching, operations, events and commercial functions

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  Max & Aegle

  Executive General Manager

  May 2018 - Apr 2019

  Executive General Manager for the ground-up build of Max & Aegle — a premium boutique fitness and wellness concept in Dubai later operated under the Wellfit Meyden brand. Full operational accountability from concept through to launch and steady-state operation. Accomplishments -Owned the build-out phase end-to-end — facility design input, equipment specification, brand build, operating system design, team hire and pre-launch programming. -Recruited and developed the operating team from coaching leadership through to admin and member-facing functions. -Held full P&L accountability post-launch, delivering against revenue, membership and EBITDA targets in year one. -Established the operating model that later underpinned the brand's transition into the Wellfit Meyden operation

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  Fitness First Middle East

  Senior Cluster / Area General Manager

  Feb 2011 - May 2018

  Senior leadership role at Fitness First Middle East (Landmark Group) covering up to 30 sites across the UAE and wider region. Progressed through General Manager to Senior Cluster / Area General Manager during a seven-year tenure, with full operational accountability for site performance, team development and regional standards. Accomplishments -Progressed from General Manager to Senior Area General Manager across seven years, with continuous expansion of regional scope and accountability. -Held operational responsibility for up to 30 sites across the UAE and region, including direct oversight of flagship clubs at Fitness First Mirdif City Centre, Vision Tower, Media City and Ibn Battuta — each of which delivered material revenue growth, membership growth and KPI improvement during my tenure. -Delivered record-breaking club launch performance, surpassing new client sales, total revenue and EBITDA targets within the first year of opening. -Held the internal record for fastest transition of a club from zero to EBT. -Recruited, developed and supported multiple successful General Managers across the region, building bench strength that backfilled my own progression and supported regional expansion. -Appointed FFME Internal Assessor for the company's induction process, and conducted business audits across the cluster to ensure adherence to brand and operating standards. -Authored and contributed to multiple Standard Operating Procedures and operational innovations rolled out across the cluster, alongside successful oversight of club openings, transitions and closures. -Established and managed key corporate accounts for Fitness First Middle East, building the B2B revenue layer that supported membership growth at multiple sites. -Led the regional roll-out of new technologies, member-facing innovations and operational initiatives across the cluster. -Presented at quarterly business summits, training General Managers and Department Heads on operational strategy, commercial best practice and brand standards. -Consistently recognised as a high-performing senior team member with a track record of operational delivery, team development and regional impact

• SPRINGHEALTH LEISURE LIMITED

  Regional General Manager

  Mar 2008 - Dec 2010

  As Regional General Manager at Springhealth Leisure, held operational accountability across multiple UK leisure sites, leading site teams, driving member experience and managing regional P&L performance. Accomplishments -Multi-site operational responsibility across regional cluster, with full accountability for revenue, membership and operating standards. -Recruited, developed and led site-level General Managers across the region. -Implemented operational standards and reporting frameworks that drove consistent performance across sites. -Stepped from this regional role into Fitness First Middle East senior leadership in 2011.

• Leisure Connection

  Duty Manager

  Jan 2005 - Feb 2008

  Duty Manager at Leisure Connection — early operational leadership role covering day-to-day site management, member experience and team supervision in a UK multi-purpose leisure facility. Accomplishments -Built foundational multi-site leisure operations experience covering rota management, member service standards, and incident response. -Progressed through operational seniority, leading to regional GM appointment at Springhealth Leisure in 2008

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  Fitness First UK

  Personal Trainer

  Jan 2004 - Dec 2004

  First role in the fitness industry — Personal Trainer at Fitness First UK, delivering 1:1 client sessions and group programming across the membership base. Accomplishments -Built personal coaching practice and member development experience that grounded the operational career that followed. -First exposure to multi-site fitness operations within the Fitness First UK business, which later led to senior leadership at Fitness First Middle East from 2011