Life Fitness has promoted UK managing director Jason Worthy to the newly-created role of managing director, Direct Business, Europe, Middle East and Africa (EMEA).

According to Life Fitness, Worthy’s “excellent track record in delivering growth in both saturated and new markets” have led to his quick progression within the company’s leadership ranks.

The new role sees Worthy return to the patch he first covered when he joined Life Fitness in April 2012 as the general manager for distributor business in EMEA. He is now tasked with leading all Life Fitness direct business within Europe and will help support company growth plans within the International Sales Business Unit (ISBU).

Worthy, who has been UK MD of Life Fitness for the last two years, will continue to be based in the UK and will report to Frank van de Ven, vice president – ISBU, Life Fitness. Eckbert Ganns, GM of Germany, Austria, Switzerland; Herman Bakker, GM of Benelux; and Florian Koestner GM of Iberia, will all report to Worthy under the new structure.

“Having spent nearly 17 years within the sector, working with some of the world’s largest fitness brands, I’m looking forward to meeting the challenges ahead through our diverse equipment portfolio and commitment to exceptional client support,” said Worthy, who has previously held roles at Technogym, LA fitness and Fitness First.

“At this notable time of company growth, I’m committed to continuing and building on Life Fitness’ expertise within the EMEA region and ensuring we drive direct business to the next level.”