James W.

Owned full responsibility for distributor and direct business across the Middle East. Key achievements: ⚫Drove 100% sales growth from 2023 to 2025 ⚫Built the UAE into the region’s top-performing market, with 2025 UAE sales exceeding total Middle East sales achieved in 2023

Managed Eleiko’s business operations in the UAE and Saudi Arabia with a focus on key account development, regional brand positioning, and strategic distribution. Key Achievements: ⚫Secured and developed key accounts across premium fitness, government, and education sectors ⚫Supported multi-million dirham project delivery through strong commercial execution and stakeholder coordination ⚫Strengthened distributor relationships and led territory-level strategy alignment ⚫Represented Eleiko at major industry events, enhancing brand awareness and regional credibility

Focused on developing Eleiko’s commercial presence in Saudi Arabia and supporting early-stage market growth initiatives across the region. Key Achievements: ⚫Identified and engaged key prospects in KSA’s commercial, CrossFit, and government fitness sectors ⚫Built foundational market intelligence and lead pipelines in support of regional growth strategy ⚫Initiated relationships with major fitness operators and decision-makers across the GCC ⚫Supported tender responses and client onboarding for several first-time Eleiko projects in the Kingdom ⚫Collaborated cross-functionally with HQ to align product delivery, pricing, and commercial priorities

Oversaw all aspects of business operations, brand positioning, and team development for one of the UAE’s most recognized CrossFit and functional fitness facilities. Key Achievements: ⚫Grew the gym from 30 to 200 Active Members ⚫Grew annual gym revenue from AED480k to AED3.5Mil ⚫Successfully managed a project for an entire gym refurbishment  Recruited high quality full-time new staff team and implemented a staff development plan ⚫Built important strategic partnerships with key brands such as Eleiko and CrossFit HQ to cement ourselves as the leading Crossfit and Functional Fitness destination in Dubai and UAE ⚫Created strong client engagement & retention strategy through building unique community and loyalty programs ⚫Built strong marketing plan through digital presence on social media

Led WIT’s entry and commercial expansion across the Middle East, overseeing physical retail, digital strategy, and regional alignment with global operations. Key Achievements: ⚫Directed WIT’s launch and growth across the MENA region, including flagship Dubai presence ⚫Managed brick-and-mortar operations and e-commerce growth strategy for the region ⚫Developed and implemented a global buying tiering system across USA, EU, and MENA to ensure consistent product assortment ⚫Drove both physical and digital retail growth by localizing campaigns and building partnerships in key GCC markets

Built the brand and product consistency framework for WIT’s multinational expansion, supporting digital and physical retail across Europe, the Middle East, and North America. Key Achievements: ⚫Created and managed WIT’s global buying framework to unify customer experience across digital and retail platforms ⚫Coordinated regional marketing, buying, and finance teams to align key brand buys with target audience strategy ⚫Secured exclusive brand partnerships (e.g. NOBULL) generating over $1.5M in annual revenue ⚫Maintained brand integrity by aligning product imagery, storytelling, and content across global markets ⚫Ensured Nike and Reebok distributor buys in MENA stayed consistent with European and North American assortments

Joined the founding team of a 9,100 sq. ft. strength, conditioning, and CrossFit facility located in a flagship retail development in Kuwait. Key Achievements: ⚫Scaled the member base from 35 to 120+ within six months, despite limited marketing resources ⚫Oversaw day-to-day operations of the male training facility, working closely with the female counterpart and front desk teams ⚫Designed and implemented all CrossFit, Bootcamp, Gymnastics, and S&C programming, driving improved member retention and engagement ⚫Created a structured on-ramp system that effectively transitioned members from bootcamp to CrossFit ⚫Established coaching standards and programming systems to ensure consistency across class formats ⚫Delivered group coaching and personal training sessions across functional fitness, Olympic lifting, and gymnastics ⚫Secured strategic partnerships and sponsorships that supported gym operations and added value for members and staff ⚫Played a key role in building and sustaining a strong community-focused culture

Managed Saucony’s field marketing and retail training strategy across Northern UK, covering over 100 retail accounts spanning nearly 500 miles. Key Achievements: ⚫Developed and delivered in-store training programs aligned with global brand strategy, improving staff knowledge and product sell-through ⚫Collaborated with account managers to design tailored education and engagement plans for priority accounts ⚫Measured training impact through retail KPIs, leading to significant increases in future orders and reorder business ⚫Represented Saucony at major events including the London and Brighton Marathon Expos, as well as grassroots regional competitions ⚫Strengthened retailer relationships and brand perception through consistent field presence and follow-up ⚫Maximized in-store brand visibility through strategic deployment of marketing assets and visual merchandising ⚫Provided actionable feedback to the UK Marketing Manager for continuous improvement of field marketing efforts

Managed full operations of the Headingley, Leeds location, overseeing sales, HR, inventory, marketing, and staff development in a competitive retail environment. Key Achievements: ⚫Doubled weekly sales through operational improvements and customer-focused sales strategy ⚫Competed successfully with larger competitors by optimizing stock, service, and team performance ⚫Joined the company’s troubleshooting and store setup team, supporting underperforming stores and new location launches ⚫Contributed to central buying efforts by joining the seasonal buying team for national product assortment ⚫Featured as a model for the men’s range in brand-wide marketing campaigns across the UK

Supported the Mail Order Manager with daily sales operations, order fulfilment, and administrative tasks. Key Achievements: ⚫Assisted with picking, processing, and packaging customer orders, ensuring timely and accurate dispatch ⚫Stepped in to manage department operations during manager absence, maintaining workflow and service standards