Lifetime Training has appointed Sean Cosgrove as its new head of commercial operations.

Cosgrove joins the UK-based training provider from Australian Institute of Fitness (AIS), where he was chief operating officer.

Relocating to the UK, Sydney-native Cosgrove will take up his post up with immediate effect.

In his new role, Cosgrove will be tasked with providing an operational plan to help Lifetime grow its business, as well as shape the curriculum team’s priorities to support the creation, development and launch of new training programmes.

During his time at AIS, he was credited with transforming the company’s sales and marketing strategy from a traditional media approach into one orientated on digital and social channels.

Under his watch, AIS became one of the first fitness brands to utilise photo-messaging app Snapchat in order to reach out to the Millennials market.

Cosgrove has also held operational and managerial roles in a variety of commercial businesses in the education, leisure and fitness sectors – including Fitness First Australia, BlueFit Leisure and South Pacific Health Clubs.

Mike Jones, commercial director at Lifetime Training, commented: “At Lifetime we are always seeking fresh thinking and new ideas to take our training programmes to the next level.

“By recruiting Sean we are bringing Australia’s top talent and forward thinking fitness education to the UK to further build on our award-winning programmes and learning experience.”

Commenting on his appointment, Cosgrove said: “Lifetime Training is renowned as a market leader for quality, innovative education. I am looking forward to applying my knowledge and past experiences to enhance and evolve Lifetime’s programmes and reputation to even greater heights.”