Life Fitness names Craig Cocking as UK Country Manager

Monday 07 December 2020 – Life Fitness has today announced the appointment of Craig Cocking as Country Manager for the UK, with immediate effect.

Cocking, who had previously held the position of UK Sales Director since 2017, has been with Life Fitness for over 13 years, joining as Territory Manager in 2007. In that time, he has been promoted through various senior roles and, as part of the UK Management Team, has been instrumental in leading the UK business.

Prior to joining Life Fitness, Cocking worked in education and was formerly Head of Sport at Doncaster College.

He succeeds Danny Oliver, who left the business last month following four years in the role.

“The UK is a hugely important market for Life Fitness and it is an honour to become Country Manager.

“In my time at Life Fitness, I’ve seen the industry change a great deal - none more so than this year. We’ve all felt the impact, but we’re as committed as ever to supporting our customers, and the team has been working incredibly hard to do so.

“Looking ahead into 2021, this commitment remains; we have a strong pipeline of new innovations coupled with an incredible team to further enhance the experience for our customers and their members, and I’m proud to be leading the UK business forwards.”

Florian Koestner, Managing Director – Europe Direct, said: “The UK remains a key territory for Life Fitness globally, and it’s important that we have the right people in place to build on the performance of the UK team.

“The coming months will not be without their challenges for the fitness sector, but with Craig’s knowledge of the business and the industry, combined with the strength of his relationships built up over more than a decade with Life Fitness, he is a fantastic appointment for the role.”