Last Updated on May 3, 2023 by Sarah Leeves
Having spent a significant amount of her early career in the health and wellness industry, as Director of Operations for YMCAfit, Operations Director for FitPro, Chair of the Women’s Sports Foundation and as a part of the core team that set up Les Mills UK, Samantha has a solid understanding of the fitness sector.
In the last ten years she has worked with a diverse set of organisations from design, spa and fitness to architecture and PPE; advising Board and Senior Teams; helping them to take their next leap forward and increasingly to support them to develop and deliver a digital strategy, taking products and service online and in-app.
Samantha is CEO and Co-Founder of Upstartr. In that role she has led business set up, integration, expansion and the operational roll out of product and service in the UK, Europe and the US. Most recently to support Carifit with the development of a baby carrier and complimentary parenting wellness app – launched in John Lewis Partners earlier this year and internationally in the Autumn.
We are delighted that she is joining us as Chair to support Gill Cummings-Bell as Interim CEO and lead the Board.
Julie Evans
Independent Director of EMD UK
