ABC Fitness makes EMEA Commercial Director appointment

Fitness business technology leader ABC Fitness has today announced the appointment of Dave Alstead as Commercial Director for Europe, Middle East, and Africa (EMEA).

In this newly created role, Alstead will accelerate commercial growth, deepen customer engagements, and drive the expansion of ABC Fitness’s platform solutions across the region.

Alstead brings a wealth of experience in the health, wellness, and fitness industry, spanning small businesses to large, global enterprises.  With a strong track record in regional and national sales, team development, and coaching, Alstead is poised to support ABC Fitness renewed focus on regional growth at both the studio, gym and enterprise level.

Announcing the appointment, ABC Fitness Chief Revenue Officer, Conor O’Loughlin stated "Dave’s passion for empowering fitness professionals and his proven leadership make him the perfect partner for our EMEA expansion.

“His ability to align customer-centered solutions with commercial strategy will be instrumental in bringing more operators into the ABC Fitness ecosystem.”

Reflecting on his new role, Alstead noted “I’ve always believed in the power of fitness to change lives, whether in communities, studios, or global brands. I’m thrilled to join ABC Fitness and help deliver the tools and experiences that enable operators across EMEA to succeed.”

ABC Fitness currently has over 12,500 fitness business operators and coaches in the EMEA region with a view to growing both in the coming years. 

Alstead holds a Bachelor of Technology in Sports Applied Science, with a focus on Sports Studies. He brings strong operational know-how, sales expertise, and a deep commitment to enhancing customer experience. With skills across fitness training, coaching, and team leadership, he is well-positioned to support and scale ABC Fitness’s growth initiatives in the region.