Dave Cross Joins fibodo

fibodo, the operating system for the experience economy, has appointed Dave Cross as its new Head Coach. The appointment is part of a bold strategy to grow from the bottom up, leveraging coaches’ credibility and networks, to bring fibodo’s booking and payment technology to every corner of the fitness and wellness sector.

Why now? Independent coaches and operators are juggling fragmented systems for bookings, payments and client management. Costs are rising. Admin is eating into earnings. fibodo believes the solution isn’t another software sale, it’s empowering the people who deliver the experience.

Dave Cross is one of the most respected operators in the industry. He is a former Master Trainer at Les Mills and National Group Exercise Manager at PureGym, an established content creator and consultant, and a trusted voice among coaches nationwide. fibodo isn’t hiring a figurehead, it’s putting a leader at the centre of its platform and asking him to prove it works in the real world.

What Cross will do

• Lead the education strategy and adoption of fibodo across the industry, from workshops and webinars to live events and podcasts.
• Build and support a founding cohort of trainers who actively use fibodo for bookings and payments, turning them into authentic advocates rather than scripted spokespeople.
• Drive organic growth by showing what happens when coaches stop spinning plates and start running their businesses from one platform.
• Turn real feedback into product evolution, so fibodo continues to solve the pain points that coaches and operators face every day.

“This isn’t about selling software,” says Jake Shand, Executive Director at fibodo. “Dave knows what coaches need because he’s been there. He’s credible, respected and genuinely cares about the people in our industry. He’ll help great coaches build proper businesses, and he’ll hold us accountable to deliver technology that makes that possible.”

A different growth model

Most platforms grow through top‑down sales. fibodo is betting on something else: coach‑led adoption. By leading with credibility, education and real‑world usage, not ads or empty promises, the company believes it can build trust, accelerate uptake and create sustainable momentum. Cross’s role is to make fibodo real in the hands of coaches and let the results speak for themselves.

Over the next few months he’ll roll out fibodo’s coaching ecosystem, getting trainers earning quickly, driving real usage through bookings and payments, and building a blueprint that can scale regionally and nationally.