Meet Our Team

Meet the team behind your national governing body for group exercise. Hover on the pictures to find out more.

Our heads of department/SMT

Alex’s background is in sales and marketing enabling him to lead marketing and communications teams both commercially and in the charitable/not for profit sector. He has worked across a variety of sectors, most recently within education, but is new to the health and fitness sector. With a passion for sports and fitness Alex is looking forward to learning more about group exercise and helping to support those who keep our communities healthy. Outside of work Alex keeps active playing for a local American football team, playing golf and walking his labradoodle, Rey.

Alex Martin

Head of Marketing and Comms

Shelley has over 15 years’ experience in the sports sector, graduated from Brighton University with a BA Hons in Leisure and Sports Studies and in 2014 was one of the first graduates of the Women’s Sports Leadership Academy. She was COO for a social enterprise supporting young people into work through sport and fitness programmes. Shelley is responsible for key projects/developments such as classfinder and This Girl Can. A qualified ETM instructor and running coach, she established a running club and ran the London and Loch Ness Marathons. She is passionate about animal welfare and volunteers for a dog rescue.

Shelley Meyern

Head of Operations and Projects

In this newly-created post, Ajay brings over 30 years’ experience in the sport and physical activity sector at local, regional, national and international level. As director of an equality, diversity and inclusion consultancy, Ajay has a life-long passion and commitment to addressing and challenging inequalities to support some of the most marginalised people in society to have better life-chances. Ajay is also a Neuro-linguistic Programme practitioner, stress management counsellor, massage therapist, and a Master Reiki healer and uses these skills to support friends, family and colleagues to promote good health and wellbeing.

Ajay Sharma

Head of Inclusion

Sue has over 30 years’ experience in the fitness industry as a group ex Instructor, PT and International Fitness presenter, developing programming and education in the UK and for American brands including TRX, TriggerPoint, BOSU, Stroop’s and Total Gym. She worked for Physical Company as Education Co-ordinator which led to her working on her own consultancy business developing programming for LA Fitness, with their launch of LA Primal Nationwide and latterly with Everyone Actives EA Series. Sue is a triathlete and runner spurred on by raising funds for Alzheimer and Dementia Research.

Sue Wilkie

Head of Instructor Support

Instructor Support

Sarah’s love of movement began at a young age with ballet and dance classes, eventually leading to vocational training at Bird College. Although she left professional performing, her interest in physical health stayed and, following some sales and marketing roles, Sarah decided to move into a career as a fitness instructor specialising in Barre and ballet-based fitness styles. Wanting to change mindsets for the better, she opened her own studio and Barre fitness programme – Pose Barre. The community of Pose Barre continues while Sarah takes the time to support more teachers in her role with EMD UK.

Sarah Partington

Head of Training and Development

Danica has worked in sales for the last 6 years, and was previously at university and travelling the east coast of Australia. On her return from Australia, she started at executive level and moved into a sales account management role before moving onto account management with a field marketing agency. Danica is now utilising these skills from a sales and marketing perspective, in her role at EMD UK. Danica graduated in Film and TV Studies, so out of work she enjoys all things related to her degree and will often be talking about some kind of TV series or, failing that, about cats. She also enjoys baking, so fits in well with the team.

Danica Armstrong

Instructor Support Officer

and Office Manager

Lucy has been dancing since she was 3 years old and graduated with a Dance Degree from the University of Chichester in 2009. She then toured with a contemporary dance company and ran her own successful dance school. Lucy got into the fitness industry in 2014, teaching mainly barre or dance fitness classes and is also an assessor for fitness qualifications as well as having her own fitness brand, Buggy Bounce. In her spare time, Lucy likes fashion, attending dance classes, hiking, walking the dog or spending time with family.

Lucy Carpenter

Account Manager (Member Organisations)

Chloe attended ballet classes from the age of three and quickly developed a love of dance. She studied for a BA (Hons) in Dance Performance at Falmouth University, graduating in 2015. During that time, she pursued many opportunities, particularly in teaching, as she wanted to share her passion for dance. In 2014, Chloe qualified with EMD UK as both a Just Jhoom! and Exercise to Music Instructor. She has continued her work as a dance teacher and fitness instructor but is also enjoying her role as Instructor Support Officer. Outside of work Chloe loves to bake and regularly brings new recipes into the office for her colleagues to try.

Chloe Greer

Instructor Support Officer

Carrie studied Film & Media in Sheffield, worked in event management before becoming a freelance fitness instructor. She was appointed Group Exercise Manager at Northampton’s Virgin Active health clubs, scheduling the group exercise programmes, recruiting and training new instructors and generally sharing her love of group exercise. A Level 3 Pilates teacher, Carrie was also Barre Master Trainer for Virgin Active, delivering training courses to instructors. She still teaches Pilates and barre and loves it when attendees are surprised at how hard barre it is, but then come back for more! Carrie’s spare time is usually spent attending other group exercise classes, running, or watching her sons play football.

Carrie Hill

Account Manager (Member Organisations)

Before joining EMD UK, Sarah previously spent 15 years with American Express Membership Travel, working in a sales and customer service-based role before joining their project team. Following that, she set up an online childrenswear store, which she ran for 4 years before moving into a new retail role. Sarah has a real passion for fitness, loves a HIIT workout and has now run a few 10Ks! She enjoys cooking and creating new recipes, and loves spending time with her two boys, family and friends.

Sarah Smith

Instructor Support Officer (Memberships)

Operations and Projects

Lianne has worked for EMD UK for the past 10 years, she started as a temp for 3 months and has stayed here ever since. In her role, Lianne supports EMD UK’s Founder Partners – Keep Fit Association, Medau Movement and FLexercise – administering all teachers’ and members’ memberships, resolving queries and generally doing a great job of looking after them all! Outside of work Lianne works for Princess Pony Parties and loves spending time with her family. At weekends through the winter months Lianne supports the Guildford Flames ice hockey team. She is also a huge Disney fan and has travelled to many places as she loves going on holiday, especially when it is Disney-related!

Lianne Barlow

Instructor Support Officer (Founders)

Emily re-joins the EMD team as a Project Manager following completion of her MSc Public Health. She has a wide range of experience in the social care, education and health sector and loves nothing more than spending time outdoors, running, walking her dog and travelling around the UK with her family in their camper van! Emily has 12 years of experience as a group exercise instructor, with a particular interest in Pilates and Reformer Pilates. She has developed her own virtual Pilates studio and is passionate about getting more people active, to support their improved health and wellbeing.

Emily Cox

Project Manager

After graduating as a mature student in Nutritional Therapy, Gail spent 14 years working in the charity sector, firstly in cancer health promotion, then as a team and volunteer manager, developing an outreach programme for volunteers and cancer awareness training for health professionals. Her passion for improving health led to qualifying as a PT and exercise class instructor, and she delivers several classes a week, focusing on strength, coordination and core stability. She has also managed operations at a large foodbank, and still volunteers for her local foodbank’s hot meal service. She is a keen walker, runner and baker and loves trying out new recipes.

Gail Curry

Project Support Officer

Kat graduated with a First BA (Hons) in Sports Management and Coaching Studies and is a qualified PRINCE2 project manager. Work placements include a local authority sports development team and the Football Foundation, plus volunteering for the FA’s Respect Programme and London 2012. She has worked in the fitness industry for over 10 years – from Freedom Leisure as a Community Sports Development Officer to Area Sports Development Manager and sat on the local Active Partnerships project board. Kat is a qualified athletics, tennis and handball coach and runner, completing the London Marathon twice. Her passion is supporting people to become more active.

Kat Mummery

Research and Insight Manager

Marketing and Communications

Sarah joined EMD UK in May 2015 as a marketing executive. She has worked in the health and fitness sector for over 13 years, starting her career in junior activities and sports development at Places Leisure and implemented a variety of projects to get local schools active through sport, exercise and dance. Sarah graduated Brikbeck,University of London in 2015 with a first-class honours degree in Film and Media Studies. She has written for both national and trade magazines. Sarah has a passion for sports and outside of work is training in strongwoman.

Sarah Leeves

Marketing and Communications Manager

Jo studied PR & Comms in Southampton and has worked in the fashion PR industry, aviation sector developing partnerships with luxury lifestyle brands and entertainment PR and Communications. Clients included Peter Andre and Millie Mackintosh. Jo has always loved swimming and dancing and tries to do both each week. She runs a street dance school six days a week, with her partner, for children/teens, helping to build a brand that is cool and current with the London dance scene. They have supported Flawless, Diversity and Kele Le Roc among other. In her minimal spare time Jo likes watching TV, being outdoors or playing with her little boy.

Joanne Ramachandran

Marketing Executive


Yvonne has over 25 years’ experience in finance and is a MAAT qualified accountant. She has worked in various industries including fitness, engineering and interior design (which she’s also qualified in!). Yvonne loves variety in her work which is great because EMD UK provides plenty of that – she also deals with HR, is the Board and Finance and Audit Committee meeting secretary and is very much involved with our founder members. Yvonne loves nothing better than finding new holiday destinations and getting together with friends and family. Her photo comes from dressing up ready for the 80’s Rewind festival!

Yvonne Eastoe

Finance Manager

Let’s Get Started…

Group exercise is an exciting and diverse mix of styles and activities that caters to ‘someone like me’ and everyone should have the opportunity to take part. EMD UK is committed to driving positive change within the industry and we believe that through cooperation and collaboration with industry bodies, understanding and removing the barriers that prevent people from taking part and by supporting instructors to deliver excellence, we can achieve a healthier nation through exercise. See how you can get involved below…