Podcast | CPO, UP Fitness: How We Rebuilt Our EVP to Prepare for Global Growth

Why It Matters

A modernized EVP equips UP Fitness to attract and retain talent across diverse markets, accelerating its global growth trajectory and enhancing competitive advantage in the premium fitness sector.

Key Takeaways

• UP Fitness expanded from UK to North America, Middle East, Australia
• CPO Keniro Miller joined after 2024 acquisition
• Revamped EVP aligned culture, compensation, and growth strategy
• New EVP drove operational efficiency and commercial expansion
• EVP foundation positions company for accelerated global market entry

Pulse Analysis

The premium‑fitness market has entered a phase of rapid consolidation, with boutique studios seeking scale while preserving a differentiated client experience. Ultimate Performance Fitness (UP Fitness) exemplifies this trend, evolving from a single‑studio concept in the United Kingdom to a multi‑continent brand operating in North America, the Middle East and Australia. Such geographic diversification brings heterogeneous labor markets, regulatory environments and cultural expectations, making a unified employee value proposition (EVP) essential for consistent service quality and brand integrity.

Upon joining the firm after its 2024 acquisition, Chief People Officer Keniro Miller launched a comprehensive EVP redesign that went beyond a superficial benefits package. The new framework redefined core values around performance, personalization and community, linked compensation to measurable client outcomes, and introduced flexible career pathways for trainers and support staff. By embedding these principles into onboarding, performance reviews and internal communications, UP Fitness aligned employee incentives with its commercial objectives, resulting in measurable gains in operational efficiency and a noticeable uplift in trainer retention rates.

The refreshed EVP now serves as a strategic lever for UP Fitness’s next wave of expansion. With a clear, globally applicable talent narrative, the company can more quickly staff new locations, mitigate the risk of cultural misfit, and project a consistent brand promise to investors and members alike. Analysts view the EVP overhaul as a signal that the firm is building the organizational infrastructure needed to compete with larger chains such as Equinox and Anytime Fitness. As the brand continues to open clubs in high‑growth markets, its ability to attract top‑tier trainers will be a decisive factor in sustaining revenue momentum.