Peter Croft

Chief Strategy Officer
Perfect Gym

Peter Croft is known for digital transformation coaching, creating and delivering commercial growth through insight and trend analysis, business strategy development and digital innovation.  

An experienced C suite senior leader in the fitness, wellness and healthcare markets, Peter is a regular speaker at global industry events having spoken in Europe, South Africa, the US and the UK and was most recently seen speaking at the “IHRSA Convention 2019” in San Diego and at the UK Active “Active Up Rising” Event 2019.  

During his career, Peter has spent almost a decade operating health clubs for chains now owned by the likes of Nuffield, Virgin and David Lloyd Leisure, ten years running the global account division for Life Fitness and a similar length of time in the digital health sector with his current role as Chief Strategy Officer for Perfect Gym.

Peter is well travelled and has worked in the US, UK and Europe for extended periods, he specialises in identifying strategic growth opportunities, creating win/win partnerships and championing organisational excellence.


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