Fernanda Baisch
Dubai,UAE
Summary
With over 20 years of extensive fitness, sport, health and management experience, I am seeking a high management position within the health and fitness industry in the Middle East. This will allow me to utilize my experience, business acumen, teaching and leadership skills, to influence the industry, staff and organization to new heights.
My top 5 Signature Strengths (Clifton Strenghtsfinder): Deliberative – Leaner – Developer – Analytical –Individualization
Overview
18
18
years of professional experience
Work history
Senior Club General Manager
Fitness First Middle East
Dubai, United Arab Emirates
2023.11 - Current
- Currently responsible for two main branches of Fitness First Middle East, Uptown Mirdif Ladies Only and Dubai Festival City Branches, having delivered net gain growth and reduced attrition Year on Year.
- Overseeing the full refurbishment and redesign of the Ladies Only Facility, introducing new programs such as boxing cycling and Pilates Reformer to the classes portfolio, while ensuring the members continue to have an amazing experience.
- Fully Accountable for P&L profitability, club growth and team development.
- Overseeing over 40 staff and four thousand members, making the role very strategic and dynamic,
Club General Manager
FitnGlam
Dubai, UAE
2022.11 - 2023.11
- Deliver budgeted closing member count for the club and drive retention strategy for the business, having achieved 72% membership growth.
- Full accountability and management of club Profit and Loss;
- Create and implement monthly marketing strategies to increase member acquisition and lead generation numbers;
- Overseeing facility maintenance, facility handover and DLP management, contract procurement for the 4 businesses within FitnGlam Dubai Hills Mall units (FitnGlam, Cryo, Platform and Protein House);
- Implementing SOP's to ensure strong and consistent operations for team and customers.
- Implementing H&S procedures across the 4 business.
- Oversee daily operations of whole facility including CRM team, personal training, group exercise, retail (sales / offering / profitability), opening / closing duties, staff and members relations and documents record keeping.
- Deliver and excellent member journey through fitness, personal training and group exercise strategies.
External Independent Evaluator
Dubai Sports Council / Mefitpro
Dubai, UAE
2022.06 - 2022.12
- Independent evaluator in the implementation of pioneering project "Dubai Fitness and Sports Centre Ranking System", responsible for assessing, scoring, providing expert feedback and solutions to Commercial Fitness Facilities and Specialty Fitness Concepts in Dubai - UAE.
Director / Company Owner
Rossi Team Academy
Dubai, UAE
2021.12 - 2022.11
- Company brand creation, development and implementation in the market;
- Increased clients number by 420% YTD through aggressive new market strategies.
- Growth from 1 to 10 sites within 9 months of operation with client retention of 98%.
- Implementation of successful client journey, from prospecting to renewal. Conversion ratio of 96% YTD.
- Managed partnerships and strategic business relationships that aligns with the company vision and Core Values.
- Recruitment process and training of staff, with succession journey in place and aligned.
- Cultivated forward-thinking, inclusive and performance-driven company culture to lead industry innovations.
Club General Manager
Fitness First Middle East
Dubai, UAE
2019.03 - 2021.11
- Deliver budgeted closing member count for the club and drive retention strategy for the business;
- Deliver member journey through fitness, personal training and group exercise strategies;
- Full accountability and management of club Profit and Loss;
- Full ownership in meeting the required business KPI's;
- Oversee daily operations of whole facility including front of House, personal training, group exercise & aqua/ swimming activities, tennis & squash courts, opening / closing duties, staff relations, facility maintenance, health and safety, member relations and legal record keeping;
Regional Fitness Manager
Fitness First Middle East
Dubai, UAE
2015.03 - 2019.02
- Overseeing up to 34 facilities within UAE, Kuwait, Qatar & Bahrain - key responsibilities included:
- Running and supporting a highly successful fitness business in driving an annual revenue of approximately USD13m;
- Financial accountability (including pricing structure, yield management and overall profitability of the region);
- Development and implementation of Fitness Strategy within the clubs and territories;
- Support Club General Managers in developing strong knowledge about PT business;
- Drive a positive Personal Training business Revenue, ensuring all KPI's related to performance and customer service are met without fail;
- Overall Fitness P&L Management;
- Layout planning, ensuring safety for members, employees and a fantastic member experience;
- Ensure effectiveness of Signature programs delivery and its success across the region;
- Responsible for the facility pre-opening checks;
- Recruitment and selection of highly qualified and experienced staff;
- Training and Development of Fitness Managers and Assistant Fitness Managers;
- Creator of development plan "Future Leaders Program", to be attended by Personal Trainers aspiring to become future leaders / managers within the organization.
Fitness Training Manager
Gold's Gym UAE
Dubai, UAE
2012.11 - 2015.02
- Responsible for developing training and selling skills for all fitness staff within the organization;
- Conduct Company Induction Training for all Fitness Managers, Personal Trainers and Gym Instructors;
- Implementation of Operations, Policies, Procedures, and high level of Customer Service within Fitness Department;
- Creation, training and delivery of the First 'All Clubs / members' competition - covering all UAE clubs;
- Perform monthly audit on Fitness Managers and Fitness Department in clubs;
- Responsible for the designing and implementing the personal trainers first assessment within the new member's journey;
- Monitors the method in which the personal training staff follows up with potential prospects by using Fitness Diary;
- Monitors the process of maintaining a personal PT session sheets, PAR-Q, Health and Lifestyle questionnaire, and Doctor recommendations (where applicable);
Cluster Club General Manager
Gold's Gym UAE
Dubai, UAE
2011.11 - 2012.10
Fitness Manager
Fitness First Middle East
Dubai, UAE
2010.01 - 2011.12
Personal Trainer
Fitness First Middle East
Dubai
2008.04 - 2009.12
Education
Executive MBA - Project Management
Getulio Vargas Foundation
Sao Paolo 2023.08 -
Master in Exercise Physiology -
Getulio Vargas
Sao Paolo - BrazilBachelor of Physical Education -
ESEFJ
Sao Paolo - BrazilSkills
- Team Leadership
- Operations Management
- Staff Development
- Process Implementation
- Education and Training
- Budgeting and Forecasting
Timeline
Senior Club General Manager
Fitness First Middle East
2023.11 - Current
Executive MBA - Project Management
Getulio Vargas Foundation
2023.08 -
Club General Manager
FitnGlam
2022.11 - 2023.11
External Independent Evaluator
Dubai Sports Council / Mefitpro
2022.06 - 2022.12
Director / Company Owner
Rossi Team Academy
2021.12 - 2022.11
Club General Manager
Fitness First Middle East
2019.03 - 2021.11
Regional Fitness Manager
Fitness First Middle East
2015.03 - 2019.02
Fitness Training Manager
Gold's Gym UAE
2012.11 - 2015.02
Cluster Club General Manager
Gold's Gym UAE
2011.11 - 2012.10
Fitness Manager
Fitness First Middle East
2010.01 - 2011.12
Personal Trainer
Fitness First Middle East
2008.04 - 2009.12
Bachelor of Physical Education -
ESEFJ
Master in Exercise Physiology -
Getulio Vargas