We help talented sports and fitness professionals and inspirational gyms focus on fitness.
We’ve worked for big fitness chains. We’ve established – and run – independent studios.
We were up close to the problem. Now we’ve built a solution.
Modernising fitness behind the scenes.
Helping gyms recruit, manage and reward inspirational fitness professionals.
We feel – and love – the energy of great fitness experiences.

Together, we make it happen.

Rosanna Tucker LinkedIn

CEO – Founder

"My passion for fitness has been ingrained in me since the age of seven. With 25 years of industry experience, my mission is clear: to leave it in a better state than I found it. I believe in harnessing technology to enhance both the experience and operation of fitness. Recognising that the fitness industry is underpinned by the talented professionals within it, I am committed to nurturing them by providing the tool, CoverMe, to effectively manage, recruit, reward and recognise their contributions. This holistic approach ensures the growth and success we all aspire to achieve. Let's redefine what's possible together."

Beverlee Brinkworth LinkedIn

COO – Founder

"As the COO, my enthusiasm is rooted in fostering positive shifts within the health and fitness landscape through cutting-edge technological breakthroughs. Recognising the indispensable role of skilled professionals in this arena, I'm devoted to empowering them with tools like CoverMe, simplifying management, recruitment and rewards. This inclusive approach lays the foundation for the industry's advancement and prosperity, reflecting our shared dedication."

Ali Atcha

Ali Atcha LinkedIn

Chief Sales Officer

"Ali Atcha is a seasoned professional in global revenue and operations, specialising in brand growth and sales across Health and Wellness. His experience includes roles as CEO of an Australian stock-listed CBD brand, where he led IPO strategy and fundraising for Elixinol, as well as senior positions as Head of International Partnerships and Regional Sales Lead at David Lloyd across Europe. With a strong background spanning technology, real estate, and wellness, Ali brings deep insights into diverse markets across Europe, APAC, the US, and Africa. Actively engaged in the tech start-up ecosystem, he has a proven ability to drive digital transformation and leverage technology for business growth."

Louise Crossland

Louise Crossland LinkedIn

Chief Commercial Officer, CoverMe

"A highly experienced senior leisure manager with a background in both the private and public sectors, Louise has held roles in sales, business development, fitness operations, and group exercise management. With a degree in Sport, Health, and Physical Education, she has been dedicated to the fitness industry from the start—beginning as a fitness instructor and advancing through roles such as General and Regional Manager to national positions. After her recent post as a National Fitness Manager, Louise joined the CoverMe team in August, bringing over 20 years of experience, including 15 years at the national level, to drive the commercial aspects of the business and leverage her extensive operator network to propel the company forward."

chelsea-clifford

Chelsea Clifford LinkedIn

VP of Sales, Australia & New Zealand

"Chelsea’s career has been rooted in health, fitness, and business. Starting as a Registered Nurse specializing in Coronary and Intensive Care, she transitioned into corporate healthcare as a Pharmaceutical Sales Rep, combining her passion for health with business. For 10 years, she founded and led an all-women’s strength and conditioning gym on the NSW Central Coast. Now, as VP of Sales for CoverMe in Australia and New Zealand, Chelsea is excited to bring innovative technology to the Australian fitness industry, supporting fitness professionals and enhancing their impact on clients and employees alike."

Edith Meredith

Edith Meredith LinkedIn

Administrative Manager, UK

"Edith is a seasoned Leisure Operations Manager with over 20 years of experience in the public and private sectors. She joined CoverMe in July 2022 as UK Admin Manager, playing a crucial role in the company's early growth. Edith provides essential behind-the-scenes support, ensuring compliance and operational efficiency for the CoverMe team and its community of freelance instructors and venues worldwide."

Doris Thews

Doris Thews LinkedIn

VP of Sales, United States

"Doris Thews is a 40-year fitness industry veteran and an internationally award-winning fitness educator. She began her career at the front desk and advanced to the C-suite for multiple fitness brands. Currently, Doris is the CEO of Team Thews Fitness, where she consults, leads, and presents for leading brands on business, program development, technology platforms, executive strategy, and business development. Known for her motivational coaching style, she educates and lectures internationally as a keynote speaker. Doris now works with CoverMe on U.S. business development, strategically expanding the brand's reach in the U.S. market."

Danica Nicolau

Danica Nicolau LinkedIn

Business Development Manager

"As an experienced Sales and Marketing executive in the SaaS and fitness sectors, Danica leads business development for CoverMe across the UK and US, collaborating closely with the C-suite to drive growth. Her role encompasses product demos, strategic meetings, and the development of sales materials and strategies. Through event promotion and content creation, she enhances brand visibility and builds lasting customer relationships that support CoverMe’s mission in the fitness industry."

Tony Zimmerling

Tony Zimmerling LinkedIn

Operations Manager, UK

"Tony is a dedicated operations professional with a strong focus on managing Group Exercise (GEX) products. With over a decade of experience in the fitness industry, he has worked as both a GEX instructor and personal trainer, as well as a General Manager for six years. Now, as Operations Manager at CoverMe, Tony applies his expertise to support and optimize GEX products, ensuring smooth class covers and compliance for clients."

Jenny Burgess

Jenny Burgess LinkedIn

Business Administrator

"I’m Jenny Burgess, a dedicated Business Administrator at Cover Me. I thrive on problem-solving, ensuring accuracy, and optimizing processes to drive operational success. I have a strong passion for helping people, and I’m committed to supporting both internal teams and colleagues to achieve our business goals.

In my career, I’ve worked my way up from an entry-level position to Project Manager at Telent Communications, which has given me a solid foundation in leadership and continuous learning. I enjoy tackling challenges and making meaningful contributions to business growth along the way.

Outside of work, I love walking my dogs, spending quality time on holiday, and embracing life’s adventures. I’m always looking for opportunities to learn and grow, and I believe in creating a balance between professional success and personal well-being."

Our ambassadors

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Emma Barry

Global Fitness Authority LinkedIn
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John Treharne

Chair – The Gym Group LinkedIn
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Shey Shehovich

Master Trainer LinkedIn

Press releases

IDEA® Health & Fitness Association partners with CoverMe

Read online