Board of Directors

Rebecca Passmore joined PureGym in October 2017 as Chief Operating Officer and is now Group Managing Director leading PureGym’s UK and Swiss Business’s along with our Group Property Development Function. Rebecca is an experienced general manager with over 20 years in the retail and leisure sector across food, general merchandise, DIY and now fitness. She joined PureGym directly from Wickes where she held the role of Store Operations Director, and prior to Wickes, Ms. Passmore held various senior roles in Asda, TKMaxx and Aldi. She holds a BA Honors Degree in Business Management at University of Nottingham and completed the Programme for Leadership Development at Harvard Business School.

Morten Bentzen is the Managing Director of PureGym’s Danish business and joined the PureGym Group in January 2021. Morten comes with more than 15 years of management experience from the Nordic Telco Industry, last serving for 4 years as CEO & Country Manager for Telia Denmark, part of the Nordic telco‑operator Telia Company. Prior to that he has worked in various Vice President and management roles within Telia Company and Orange. Before joining Telia he was part of a start‑up, which was sold to Orange. He holds a Master of Business Administration from Copenhagen Business School.

Francine Davis joined PureGym in 2015 as the Group Chief Strategy Officer. Prior to joining PureGym, Francine was Commercial Director at the Snow & Rock Group with responsibility for the Cycle Surgery and Runners Need businesses. Prior to this, she held several senior management roles in private equity backed businesses. Ms. Davis started her career with Bunzl plc, where she spent 13 years working in a variety of business development functions with leading brands such as Marks & Spencer, Asda and Starbucks. During this time, she worked alongside the Starbucks team to implement the supply chain strategy for the entry and growth into the UK, Europe and Australian markets. Francine has an MBA from Henley, is a British Age Group Triathlete and continues to compete regularly.

Joe Garrood is PureGym’s Group Chief Commercial Officer and has almost 20 years’ experience in management, private equity, and consulting. He joined PureGym in January 2019, initially as Commercial Director of the UK business. Joe is responsible for all aspects of commercial management, marketing, insight and analytics for the Group. Before PureGym, he was a member of the management team of Tusker, a low-emission car subscription business. Prior to that he worked as an operating partner in a private equity firm. He began his career in management consulting with OC&C and the Javelin Group. Joe holds MA and MPhil degrees in History from the University of Cambridge.

Andy joined PureGym as Group Chief Information Officer in June 2022 taking on responsibility for Digital Strategy, Digital Product and Technology across the group. Andy has spent time in technology leadership positions at a number of companies including Group CTO at Whitbread (Premier Inn and Costa Coffee), Group CIO for Virgin Active and various roles at easyJet including CTO where he delivered their award winning mobile app and one of the busiest eCommerce sites in Europe. Previous companies include Cable & Wireless, NatWest Group and Argos. Andy has also been a non-executive director, investor and regular speaker on the changing role of the CIO and inspiring a modern technology workforce.

Shrina joined PureGym in 2022 as Group General Counsel and Company Secretary. She has over 16 years’ legal experience across a range of industries both in-house and in private practice. Prior to joining PureGym, Shrina worked in the WPP plc network where she was the first lawyer at GroupM, WPP’s media investment arm, and subsequently built and led global legal functions across GroupM agencies. Shrina read Politics, Philosophy, and Economics at the University of Oxford before undertaking a Graduate Diploma in Law and Legal Practice Course. She trained and qualified at leading global law firm, Hogan Lovells LLP where she spent time in their London and Dubai offices. Shrina is also an experienced board advisor and currently serves as Vice Chair of the board at the Kiln Theatre in London.

Fraser Inglis is PureGym’s UK Finance Director, leads the Property Acquisition, Estates & Development functions as well as the Finance team. Fraser joined PureGym in 2015 initially to manage the integration of the LA Fitness business into PureGym before setting up a commercial finance capability for the enlarged business. A qualified accountant with BA Honors degree in Business Studies, Fraser has more than 20 years’ post qualified experience in consumer sectors, specialising in multi‑site growth businesses and incorporating significant corporate transaction experience. Fraser has 15 years’ experience in the fitness industry including internationally, having spent 9 years at Virgin Active prior to joining PureGym, where he held senior finance positions in both the UK and Group teams. He previously worked at Costa Coffee, Whitbread PLC, KP Foods and Carlsberg UK.

Eve Sukhnandan is the Group Chief People Officer and joined PureGym in 2015 following the acquisition of LA Fitness. Eve is an experienced People & Human Resources professional, with over 20 years’ experience in retail, the pub trade and predominantly the fitness industry. Eve joined PureGym directly from her role as HR Director for LA Fitness, prior to which she held management roles in Punch Taverns and the Home Retail Group. Eve is a Chartered Fellow with the CIPD and most recently completed a Strategic Human Resources Programme with Hult Ashridge Business School.