James Cotton

Leading Xtreme Fitness Franchise as CEO, I'm dedicated to transforming lives through fitness. My role involves steering our franchise's growth, guiding our team, and ensuring we're at the forefront of the fitness industry. I'm passionate about creating a welcoming fitness community where everyone feels empowered. At Xtreme Fitness, we're not just about workouts; we're about well-being.

I am providing a strategic supporting role in developing company-wide growth in franchising across Poland and into international markets.

As the CEO of Xtreme KiDS and Xtreme Fitness, I am committed to fostering environments that promote health, activity, and connection for all ages. At Xtreme KiDS, we’ve created a modern, engaging space for children aged 0 to 14 and their parents to build healthy habits, develop motor and social skills, and share joyful, active moments together. Our centres are designed to inspire creativity, encourage movement, and enhance social integration. With a focus on innovation and community, I am excited to lead Xtreme KiDS as we expand through franchising, bringing our mission of family-centred wellness and fun to even more communities.

🚀 Co-founder turned Non-Executive Director 🤝 Offering strategic guidance & industry insights to drive growth | Passionate about steering companies toward success beyond operational involvement | Leveraging entrepreneurial experience to shape vision & governance | Collaborative leader fostering innovation & sustainable strategies |

• Managed the effective delivery of the company enterprise process and to ensure the company maintains club openings. • Developed banking and lease funding relationships, introduced 3 new banking partners that support new franchisees based on debt servicing approach to each project. • Improved company processes by delivering a management software system (Fran Connect) that supports each area of the business. The introduction of this system has created efficiencies in time and staff head count. • To be the commercial face of the company and manage all external professional relationships. Developing plans for the maturing estate with the aim of moving franchisees to multi-units via buyout and consolidation.

Provide Management, Business Development, Operational Management and Consultancy Services. Clients included Kare Plus International, Anytime Fitness, Vibe & Independent businesses Provided services for business opening support, performance optimisation and critical business recovery. Improved organisation’s client-base by delivering customer-centric services which focused on balance score card approach to business. • Establish a franchise pilot business in Norway & Ireland to test the country specific markets. • Created the sales strategy and financial disclosure documents to ensure the correct information is ready for franchising. • Managed the sales process for the developing countries and adding new franchisees. • Negotiated new master franchise enquiries for respective target countries. • Developed new master franchise training and introduced a companywide approach to management. • Localised all operations specific to that country. • Developed and executed strategic plans regarding business development, resulting in 300k revenue within a year. • Managed significant challenges associated with emerging business, identified area of weaknesses, and designed effective strategies for process improvement. • Led training workshops for staff members to improve individual’s performance and implemented management training for General Managers.

Involved in a start up business and grew Anytime Fitness UK & Ireland to over 140 Health and Fitness clubs. Managed all franchising aspects from sales through to franchise on boarding to opening. I created and evaluated budgets to achieve organisational strategic objectives and operational excellence. Evaluated business performance, setup operational objectives and produced franchise training within a multitude of areas. I managed a team of 30 employees with 7 direct lines. Directed activities related to national events. Increased revenue, profitability and market share by designing and executing sales programmes while managing an annual turnover of £6M. Headed up overall challenges regarding business start-up and expanded business to over 250 franchise territories within the UK. Recognised as second largest leisure company in the UK and number one franchise health club brand. Directly involved in over 100 sites by completing several tasks such as negotiating HOT’s, legal, planning, feasibility studies and site selection. Built brand‘s image in the market and achieved over 100,000 memberships sales. Managed all customer facing marketing based on membership sales and campaigns.