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Cheryl Hersey


Dawn Tuckwell

(New Business and Events)

Rach Moule

Head of Consumer &
Creative Director

Miranda Markham

Head of Industry

Annabel Glasby-Dixon

Junior Account

Sophie Wishart

Head of
Design & Web

Katherine Selby


Ellen Rowles


Annette Neto

Senior Account

Harry Aitken

Marketing Manager /
Action Models
Ollie x LM Takeover

Ollie Camp


Marcel Grabowski

Photographer &

Cheryl Hersey, Director (Consultancy)

Cheryl is passionate about delivering projects that positively impact businesses, from growing sales and creating new revenue streams to elevating brand profiles.

She has two decades of experience working in the fitness industry doing everything from club operations and sales roles to marketing, advertising and comms. Cheryl has worked with more than100 fitness companies, and a portfolio of more than 500 leisure facilities, affording her a huge breadth of experience.

Within Action, Cheryl focuses the day to day on delivering consultancy services for a range of businesses from funded start ups to £100m+ turnover companies. She is often appointed to solve a particular problem, assist a scale up or create new revenue streams. A lot of her work is based around implementation of trends and innovation, helping companies to modernise and future-proof their business models.

Most recently, Cheryl spearheaded an innovation project with Everyone Active to bring boutique fitness into the ‘big box.’ She has been instrumental in creating successful deals between the 190-strong site operator and F45, MoreYoga and Speedflex.

Dawn Tuckwell, Director (New Business and Events)

Having worked in its industry for over 20 years, both within clubs and in communications, Dawn has developed very strong contacts both in the industry and the media. 

Dawn believes firmly in the power of partnerships and collaboration. Her passion lies in connecting the industry ensuring clients, contacts, industry figureheads and brands align to form lasting partnerships and positive change. Dawn manages Action’s events portfolio including their industry-leading networking events. Designed exclusively for operators in partnership with Leisure DB, the carefully curated Supper Series brings together CEOs and founders of big boxes and boutique studios to enjoy an evening of ‘social’ fine dining – combining great food and wine with great conversation in unexpected and quirky locations. 

Dawn also leads the new business development for Action. Ensuring she attends every industry event to continue to grow Action’s extensive network affords her the opportunity to connect the agency with further brands and organisations in the sector.  This network also ensures that Action’s clients are at the forefront for consideration for any speaking and thought-leadership opportunities within the sector.

Dawn sits on the ukactive Suppliers’ board providing advice and support to the sector and is one of the founding members of RISE, the UK’s women in fitness organisation campaigning to ensure equality within the industry.

Rach Moule, Head of Consumer & Creative Director

Rach has 18 years of consumer brand PR and marketing experience – covering everything from fashion, music, entertainment and sport to destinations, nutrition and beauty. She has been the creative and strategic lead across big brand campaigns for Adidas, Selfridges, Gosh! food, Vodafone and Sony amongst others, and is most at home creating aspirational PR programmes that pack serious punch both commercially and creatively.

Rach also delivers cutting-edge content for all of our consumer brands, ensuring they have ownable, unique assets that hang together as part of wider brand campaigns, broadening our scope from beyond traditional PR and marketing. She conceptualises and directs end-to-end shoots for our clients that deliver bespoke imagery and videography that elevate the aesthetic and DNA of the brand; from model and location booking, running order, creative direction to a finalised suite of assets that are dynamic and beautiful for digital and above the line purposes.

Miranda Markham, Head of Industry

As Head of Industry, Miranda oversees strategy on the agency’s portfolio of B2B-focused accounts. To ensure maximum media exposure and ROI for her clients, Miranda develops strategic PR campaigns and plans, all while ensuring the team’s industry knowledge and relationships are the best in the business.

Originally from Canada, Miranda has more than 10 years’ PR experience in communications, social media strategy and PR working with some of the world’s preeminent brands across tech, FMCG, beauty and food. Formerly a PR and Social Media Director at a Toronto-based firm, Miranda was responsible for building and executing social strategies across the agency’s client roster. She also writes an award-winning fitness and running blog.

Annabel Glasby-Dixon, Junior Account Manager

Annabel is a PR and communications expert with previous experience in travel, hospitality and events.

Annabel has a BSc in Psychology and is a keen runner and gym goer with plans to complete the London Marathon in the next few years.

Sophie Wishart, Head of Design and Web

In-house designer Sophie leads the design and web projects at Action. Her beautiful aesthetic and progressive eye for design ensures all her work is in step with current trends. Sophie works with Action’s portfolio of clients to deliver the full suite of design services from creating brochures to above-the-line advertising artwork. She also works with Action’s funded start-up clients to develop brand identity, initial assets and websites.  Sophie understands the customer journey when it comes to purchasing for fitness so she is able to build highly effective websites. She is also experienced at integrating booking systems such as MINDBODY. Most recently Sophie created the brand for FORTIS, Powered by Speedflex, the new boutique fitness studio launched by Everyone Active.

Katherine Selby, Account Director

Katherine has over 30 years’ experience in trade and consumer PR, primarily with health, fitness and wellness brands.  Adept at creating broadcast media opportunities, Katherine is skilled at securing national and regional BBC and ITV radio and TV coverage.

Katherine has strong event-management skills including large-scale public launch events and open days. These usually involve celebrity guests, world-class athletes, broadcast and print media, photographers and videographers whose varied requirements are wrapped up in a killer schedule.  Katherine carefully balances the needs of clients, ambassadors, guests and media to ensure the best commercial outcomes while simultaneously protecting people’s profiles and reputations.

Katherine is personally engaged in health and fitness.  A run leader, with three marathons to her credit, she is soon to qualify as a personal trainer in order to share her enthusiasm for mid-life fitness and wellness with others.

Ellen Rowles, Account Manager

Ellen’s industry knowledge is second to none, and with seven years’ experience in the fitness industry across marketing and PR, her contacts book is equally impressive. Ellen leads on media relations on Action’s industry team. Her skills extend well beyond traditional media and regularly see her securing podcast and live speaking opportunities for her clients. Ellen works internationally with a focus on USA, Australia and Europe, as well as the UK. She is an expert at writing comprehensive technical client case studies and has also had a myriad of her own articles published in leading B2B titles. Prior to joining Action, Ellen was a marketeer for the Register of Exercise Professionals as well as the editor of REPs Magazine. She holds a Level 4 Chartered Institute of Marketing Certificate.

Annette Neto, Account Manager

Annette works on the Consumer PR team at Action driving reams of media coverage for the agency’s portfolio of health, fitness, food and lifestyle clients. With an MA in journalism, Annette spent 12 months working as a journalist before moving into PR, affording her an invaluable understanding of how the PR/ Journalist relationship works.

Annette is a true master of media relations and creating successful news hooks. Previous cross-sector experience in health, hospitality and events afforded the opportunity for Annette to hone her skills before finding her true passion of fitness PR with Action. Having competed nationally in gymnastics and diving and also having trained with the South African swimming team, Annette has a deep-seated love for fitness.

Annette firmly believes that understanding the media landscape and what press and their audiences want, is something a good PR should be able to do. Her accounts come with unrivalled levels of client satisfaction and she is a highly sought-after account manager.

Harry Aitken, Senior Account Executive / Action Models

Harry combines fitness with the communications discipline in equal measure. As a qualified sport scientist, Harry brings a technical understanding to any brief, translating science into marketable concepts. He also writes and delivers dozens of fitness expert comments for national press every week on behalf of Action’s roster of clients.

A master of wordplay, Harry also works on the agency’s content and advertising projects to help create campaigns that truly resonate with the modern-day fitness consumer. Harry is also signed with Action Models where he brings his skills in rock climbing, Muay Thai and watersports to life.

Harry is also the master trainer for Auster, a premium brand of suspension and functional training equipment found in Third Space, Bannatyne and David Lloyd.

Ollie Camp, Marketing Executive

Ollie joined Action after an incredibly successful start as a regional digital marketer at one of the largest leisure centres in the UK. Ollie works across our client’s digital campaigns, ensuring optimisation across platforms. He has a passion for tech and utilises his Oculus VR headset for the most immersive, futuristic, and fun workouts.

Marcel Grabowski, Photographer and Videographer

Renowned fitness photographer Marcel is the go-to name for images and video in the fitness industry. Marcel has shot for hundreds of fitness brands including Virgin Active, David Lloyd, Bannatyne, Gympass and Everyone Active. His imagination knows no limits as he strives to achieve some of the most exciting and inspiring work in the fitness sector. His work can often be seen on TFL stations, billboards across London and in the press. Marcel’s passion and creativity see him constantly pushing boundaries to produce arresting images and videos which fulfil every client brief to the highest expectations. Marcel is the lead photographer with Action Models. He was awarded Professional Photographer of the Year award by Professional Photographer Magazine in 2014.