George Flooks

Fitness First Middle East & North Africa

George Flooks is the Chief Executive Officer of Fitness First Middle East and North Africa, a franchise owned and operated by the Landmark Group.  His mandate is to grow the Brand to 100 clubs and develop the Fitness First strategy including the comprehensive management of all Fitness First clubs in the MENA region. Throughout his 30 year career, George has worked with four health chain operators across four continents. Prior to joining Fitness First Middle East, George was Operations and Sales Director (Board Member) for Fitness First UK, responsible for over 160 clubs across the country and Northern Ireland. George spent his initial years in South Africa with the Health and Racquet Club Group where he grew through the ranks to become Board Member holding the position of Sales Director, helping the chain grow from eight to 86 clubs, with one million members. George captained the South African Schools’ football team as a junior prior to receiving a sports bursary to study in the US. He holds a Bachelor of Science degree in Business Management and Administration from the University West Virginia Wesleyan.


Hema Prakash
Vice President & Managing Director, Asia Pacfic