CoverMe Fitness, the innovative technology platform that revolutionises team management and cover solutions, has made three key appointments to accelerate its expansion, both in the UK and internationally.
Fitness industry veteran Christine DiBugnara joins as Head of Business Development for the US. DiBugnara has more than 25 years of experience in the industry, specialising in programming operations, technology integration and digital fitness solutions. She has successfully led sales and account management for SaaS models in the fitness space, helping businesses improve onboarding, customer experience and engagement. DiBugnara joins Doris Thews, who has been serving as Vice President of Business Development for the last six months, to drive CoverMe’s expansion in the US.
“I’m passionate about finding creative solutions that enhance processes and systems and utilise a fresh perspective. CoverMe’s innovative approach to streamlining operations while addressing current industry challenges drew me in,” says DiBugnara. “The US market is ready to embrace CoverMe as an all-in-one solution for fitness operators. I look forward to engaging with operators to demonstrate how this technology tackles operational inefficiencies, enabling businesses to thrive.”
Kate Davison has been appointed as Vice President of Sales for the EMEA region. With more than 15 years of experience in the UAE fitness and wellness industry, Kate started her career as a PT, progressing to management roles for leading brands including Fitness First ME, Orangetheory Fitness and most recently GymNation. In her new role, Davison will oversee multiple regions, each with its own unique needs.
“As a former instructor and operator, I understand the challenges of managing class cover, recruitment and compliance for fitness teams. CoverMe streamlines these processes, making fitness management seamless,” she says. “The industry is shifting towards digital solutions, including fitness technology, SaaS platforms and AI-driven advancements and I’m excited to contribute to the future of fitness with CoverMe.”
In the UK, Stephanie Wiltshire joins the team as the new Commercial Support Manager to implement key commercial initiatives, manage partnerships and help drive global business growth.
Wiltshire’s health and fitness career spans 16 years. She joins CoverMe from Serco Leisure where she was spent eight years, most recently as Commercial Programming Manager overseeing group exercise nationwide and driving strategic partnerships with leading fitness brands, including CoverMe.
“Having experienced CoverMe firsthand as a customer, I understand the impact of the app on fitness operations. I’ve spent years in a role where finding cover meant constant problem-solving, often at inconvenient hours, seven days a week. What sets CoverMe apart is its intuitive functionality and the thoughtfulness behind its design,” she says.
CoverMe has been adopted by more than 3,600 health clubs and leisure centres globally, including major brands like Virgin Active, Nuffield Health, Fitness First and Lift Brands. It boasts a 100% retention rate from testing to adoption and a 95% referral rate.
With more than 10,500 fitness professionals actively engaged on the platform, CoverMe is poised to facilitate 3,420 gig opportunities every single day in group exercise alone this year. By 2026, the app will manage 10,000 opportunities daily, amounting to a staggering 3.6 million per year – revolutionising the way the fitness industry operates.
Founder and CEO, Rosanna Tucker, says: “We are thrilled to announce this latest wave of appointments to accelerate our growth. CoverMe is the future of work. It’s the infrastructure that welcomes the next generation of fitness professionals. As demand for flexibility in the gig economy continues to rise, today’s fitness professionals prioritise choice and freedom in their careers. CoverMe is designed to meet them where they are, transforming the way talent connects with opportunity.”