CoverMe, the app for seamless, on-demand management and cover solutions for fitness professionals, has further expanded its team to support rapid growth across new territories, following the introduction of Tony Zonato as Managing Director of CoverMe Australia in April of this year.
Ali Atcha has been announced as Chief Sales Officer, whilst Head of Commercial, Lou Crossland, has been promoted to CoverMe’s Chief Commercial Officer, and award-winning industry expert, Doris Thews, will take on a role as the US Business Development and Implementation Lead.
Atcha brings more than 18 years of experience in the health, wellness and tech industries, with a strong focus on sales and business development across Europe, the Nordics, Africa, the US and APAC markets. He worked as a sales manager for brands including Next Generation and David Lloyd in the UK, before managing David Lloyd’s European sales and marketing, plus supporting the acquisition team for new clubs across the continent as European Sales Manager.
Atcha then moved into a global role at publicly listed CBD and hemp food company, Elixinol, where he was swiftly promoted to the CEO of Elixinol Europe, until more recently working with Framen, part of the Axel Springer Group, leading business development in digital SaaS solutions across European markets, with a primary focus on the Nordics.
Atcha says: “My passion for health and fitness started during my early roles in leisure clubs and health-related ventures, where I developed a deep appreciation for how the wellness industry can positively impact individuals and communities. I was then heavily involved in launching the first cannabis delivery SaaS platform, Cannabis Connect, which was pivotal in merging my interest in technology with business development. My focus has always been on leveraging digital solutions to optimise business operations and enhance customer experiences in the health and wellness sector.
“What excites me about CoverMe is the innovative technology at its core. The platform isn’t just a luxury; it’s a necessity for businesses looking to streamline operations, manage talent, and create a seamless member experience by improving fluidity in staffing. CoverMe has the potential to revolutionise how leisure and fitness businesses operate, and I’m excited to contribute to its continued growth.”
In his role as CSO, Atcha will focus on leading the sales strategy and driving expansion across key markets, such as the UK, US, Nordics, UAE, APAC and Africa, supporting CoverMe’s rapid growth, whilst maintaining the high standards of service that make it unique.
He explains: “I bring a combination of sales expertise, a deep understanding of the wellness industry and a passion for integrating technology to solve real business challenges. My experience in global markets and digital transformation will help CoverMe grow as a leading solution in the wellness sector, but I also aim to expand CoverMe into new verticals. For instance, the platform has the potential to be mirrored in the medical sector, where it could easily support a locum workforce.”
Lou Crossland was CoverMe’s Head of Commercial for just eight months before being promoted to Chief Commercial Officer, where she will oversee the company’s commercial operations and be responsible for driving revenue, growth and profitability.
She says: “It’s been such an exciting journey already, and this new role presents an incredible opportunity to lead and develop our commercial strategy to drive revenue growth and business development. This includes working alongside Ali on sales and marketing strategies, plans, forecasts and KPIs, whilst collaborating with our CEO, Rosanna Tucker and COO, Beverlee Brinkworth, to ensure the company’s commercial goals align with its overall strategic vision.
“A new part to my role will be overseeing the onboarding and service teams, assisting with marketing and product development, and helping build the business in new territories and countries. I will analyse data related to sales, clients and our processes to identify useful patterns or trends, and, most of all, will be future-proofing our business by maintaining a competitive edge in our marketplace.”