HireBOB is built by people who understand the real pressures of gyms, leisure centres and community operators. Our team brings deep experience from across the fitness sector, combining operator insight with technology expertise, always with the goal of strengthening human connection and making it easier for people to stay active.
Meet the key people behind the mission.
FOUNDER
Alister Rollins is a serial entrepreneur and technology visionary who has spent his career building companies that reshape industries. Driven by a belief that technology should unlock human potential, Alister has repeatedly identified where markets are heading and built the platforms that get there first.
He is the founder behind multiple pioneering ventures including Fitronics, MoveGB, and SalesAPE.ai, businesses that challenged conventional thinking and introduced new models for growth, automation, and customer engagement. From transforming how fitness operators manage and scale, to redefining how businesses use agentic AI, Alister’s work has consistently focused on practical innovation with real-world impact.
Alister is known for seeing the bigger picture early, spotting structural shifts in technology and behaviour, then building companies designed for the future, not the present. His entrepreneurial journey reflects a simple philosophy: meaningful change happens when bold ideas are paired with execution, resilience, and long-term vision.
CO-FOUNDER & COMMERCIAL DIRECTOR
Justin brings 30 years of experience in fitness technology, member engagement and digital transformation. He has helped multiple SaaS and fitness-tech companies scale across the UK and Europe, with a focus on improving operational efficiency and member experience.
At HireBOB, Justin leads commercial strategy and works directly with operators to ensure every AI employee delivers measurable value across sales, service and retention. Outside of work, he’s happiest outdoors, usually being outpaced by the family labradoodle.
HEAD OF CUSTOMER SUCCESS
Tamara has a long track record of delivering member-focused results in the fitness industry, with customer success and engagement roles at The Retention People, Myzone and TA6. She understands the realities of day-to-day leisure operations, frontline challenges, multi-site consistency, and the importance of a seamless member journey.
At HireBOB, she leads optimisation and long-term success for all operators. Her approach is practical, collaborative and rooted in deep sector knowledge, ensuring every AI employee becomes a trusted part of the team.
VP OF SALES, NORTH AMERICA
Jason has a strong background in the health and fitness industry, combined with years of experience helping operators use technology to improve member engagement, sales, and service delivery. He has worked closely with gyms and wellness businesses across North America, giving him a practical, on-the-ground understanding of how fitness businesses actually run.
At HireBOB, Jason leads growth across North America, working with operators and partners to scale the adoption of HireBOB’s AI Employees. He focuses on driving revenue, building strategic relationships, and ensuring HireBOB’s agentic AI delivers measurable impact for fitness businesses in the region.
HEAD OF GROWTH
Lucian brings strong operator-side experience, having served as Business Development and Digital Director at PureGym, Europe’s largest fitness operator. There, he led digital engagement initiatives, member experience strategies and large-scale commercial development.
At HireBOB, Lucian drives growth strategy and market expansion, helping operators understand how AI employees can improve sales, service, retention and member engagement. He works closely with product and customer success teams to ensure HireBOB always evolves with real operator needs.
ADVISORY, NORTH AMERICA
Terry has more than 30 years of experience in the fitness industry, including senior leadership roles across commercial fitness, technology and product development. He previously served as VP of Sales at Myzone and held key leadership roles at Core Fitness, giving him a unique perspective on operator needs, member behaviour and technology adoption.
Terry supports HireBOB’s North American expansion in an advisory role, helping ensure operators across diverse markets benefit from AI employees that are reliable, relevant, and grounded in real operational insight.
