Callan Sexton
Product Director
Cape town
Summary
Seasoned business leader and Product Director with over 25 years of progressive experience in the Health & Fitness Industry, specialising in business strategy, multi-site management, and operations. Expertise in leading commercial projects and managing strategic partnerships with multinational brands has consistently driven growth and innovation. A strong commitment to people development and corporate initiatives has formed high-performing teams dedicated to delivering exceptional customer experiences. Proven ability to leverage market research and data analytics to align product offerings with customer needs, ensuring successful product launches that meet projected market demand.
Overview
33
33
years of professional experience
Work History
Product Director
VIRGIN ACTIVE SOUTH AFRICA
01.2008 - Current
- Successfully transitioned from Regional Director to Executive Team Member, leading operational excellence and digital innovation initiatives.
- Spearheaded the launch of a digital member onboarding platform, generating an additional R6m in revenue and enhancing member engagement.
- Redesigned gym floor spaces, group exercise studios, and recovery areas to accommodate the latest fitness trends and drive new member acquisitions.
- Achieved a 13% increase in online member engagement and built a comprehensive library of exercise content, improving member retention rates.
- Key Achievements:
- Redesigned the Personal Trainer model, resulting in a 12% year-over-year growth in total revenue of R110.4m and setting new benchmarks in headcount numbers.
- Developed and executed a strategy to grow all health professionals, delivering more comprehensive wellness programs and solutions to members.
- Created a development plan to expand our footprint of new group exercise studios, including reformer Pilates, boxing, and strength and conditioning studios. Achieved global benchmarks in group exercise classes, with over one million monthly visits and 75% class occupancy.
- Introduced the Virgin Active Learn to Swim program, transforming learn-to-swim initiatives and growing swim revenue by 10% annually while enhancing the junior membership base.
Regional Director - Gauteng North
VIRGIN ACTIVE SOUTH AFRICA
01.2012 - 01.2018
- Managed the region as an independent business entity, overseeing operations across 27 clubs and ensuring compliance with health and safety standards.
- Facilitated growth from 17 to 27 clubs, consistently achieving profit margins through effective sales results and customer retention initiatives.
- Key Achievements:
- Successfully led transformation plans for mandatory South African government BEE objectives while maintaining high customer satisfaction scores.
- Prepared annual Capex budgets and led refurbishment projects, ensuring alignment with operational standards and financial goals.
Club General Manager
Collection Club, Melrose Arch
01.2008 - 01.2012
- Managed day-to-day operations at a premium health club, driving membership growth and achieving record customer satisfaction scores.
- Key Achievements:
- Grew the membership base to 5,300, resulting in membership capping and limiting new sign-ups.
- Developed a quality customer roadmap with unique touchpoints, enhancing the overall member experience.
Operations Manager
MODERN WALLS
01.2004 - 01.2007
- Managed sales appointments, implemented marketing plans, and ensured quality standards were met on-site.
Club Manager
VIRGIN ACTIVE (FORMERLY HEALTH & RACQUET CLUB)
01.1997 - 01.2004
- Promoted to Club Manager after demonstrating management potential and successfully operating multiple clubs.
Personal Trainer & Fitness Manager
VIRGIN ACTIVE (FORMERLY HEALTH & RACQUET CLUB)
01.1993 - 01.1995
- Created individualized training programs and led a team of personal trainers to achieve revenue goals.
Education
Executive Leadership Development Programme -
YSA
01.2016
Leading Leaders Programme - undefined
Harvard Business School
01.2014
Management Development Programme - undefined
Harvard Business School
01.2001
Diploma - Business Management
Varsity College
01.1998
Certification - Fitness Instruction and Fitness Coaching
University of the Witwatersrand
01.1993
Skills
Coordinating operations across African sites
SPORTING HIGHLIGHTS
- Sani2C 3-day stage race mountain biking - 3rd overall in mixed category (2019)
- 3x Winner - Kalahari Mountain Bike Challenge (2006-2008)
- 1st Overall - Berg n Bush (2010)
- Absa Cape Epic finisher (2005-2010)
- 11th Overall - Argus Pick n Pay Cycle Tour (1991)
Timeline
Regional Director - Gauteng North
VIRGIN ACTIVE SOUTH AFRICA
01.2012 - 01.2018
Product Director
VIRGIN ACTIVE SOUTH AFRICA
01.2008 - Current
Club General Manager
Collection Club, Melrose Arch
01.2008 - 01.2012
Operations Manager
MODERN WALLS
01.2004 - 01.2007
Club Manager
VIRGIN ACTIVE (FORMERLY HEALTH & RACQUET CLUB)
01.1997 - 01.2004
Personal Trainer & Fitness Manager
VIRGIN ACTIVE (FORMERLY HEALTH & RACQUET CLUB)
01.1993 - 01.1995
Leading Leaders Programme - undefined
Harvard Business School
Management Development Programme - undefined
Harvard Business School
Diploma - Business Management
Varsity College
Certification - Fitness Instruction and Fitness Coaching
University of the Witwatersrand
Executive Leadership Development Programme -
YSA
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