John Foy

John Foy is a global fitness industry leader with over 24 years of experience launching, scaling, and optimizing premium health clubs across the UK, Middle East, and Asia. Throughout his career, John has transformed underperforming sales processes into high-conversion systems, building strong teams and sustainable growth in highly competitive markets.

John’s expertise spans multi-site operations, sales leadership, and digital strategy, having held senior roles from General Manager to COO across fast-growth fitness businesses. His deep understanding of human behavior, paired with a practical, structured approach to selling, has helped thousands of fitness professionals increase membership conversions while delivering exceptional member experiences.

John holds professional qualifications in Digital Marketing Strategy from Harvard Business School, Meta, and Google, as well as a Master’s in Sales Management and Marketing and an MBA. He is passionate about helping fitness leaders and sales teams master the art and science of conversion to build thriving health clubs that change lives.

ICM Sales Mastery is John’s practical guide to transforming the sales process in premium fitness clubs, helping fitness professionals turn more tours into paying members without outdated, pushy tactics.

Outside of work, John is dedicated to lifelong learning, fitness, and exploring the evolving landscape of health and wellness around the world.