Senior Leadership

Evolution Wellness is led by a senior leadership team with deep experience across operations, finance, property, marketing and technology.

Supported by strong country management teams, they provide strategic and functional leadership across the Group’s brands and markets, with a shared focus on performance, innovation and long-term growth.

Mark Buchanan

Chief Executive Officer

Mark Buchanan is Chief Executive Officer of Evolution Wellness Group, with responsibility for the Group’s strategy, operations and growth across its portfolio of brands, including Fitness First, Celebrity Fitness, GoFit, CHi Fitness and FireFit.

With more than 30 years of experience in the health and wellness industry, Mark has held senior leadership roles internationally including across Europe, Southeast Asia and the Middle East, leading multi-brand and property-intensive businesses across public, private and private equity-backed ownership structures.

Mark has spent more than 17 years with Evolution Wellness and Fitness First Thailand, including as Managing Director of Fitness First Thailand and Senior Managing Director of Evolution Wellness. Prior to his appointment as Chief Executive Officer, he was Chief Executive Officer of Fitness First Middle East, part of Landmark Group, where he led one of the region’s largest health and fitness businesses.

Mark brings extensive experience in operational leadership, business growth and building high-performing organisations, with a strong focus on performance, accountability and long-term value creation.

Alexia Chow is the Chief Financial Officer of Evolution Wellness Group, bringing more than 25 years of finance and commercial leadership experience across the fitness, retail, and consumer sectors. She has held senior regional and country leadership roles across Southeast Asia, leading finance teams and partnering closely with business leaders to drive growth, transformation, and operational excellence.

Her expertise spans financial strategy, business transformation, performance management, and corporate governance. Throughout her career, Alexia has built a strong track record of enhancing financial discipline, improving organisational performance, and helping businesses navigate periods of growth, change, and market expansion.

At Evolution Wellness Group, Alexia leads the Group’s financial strategy, planning, governance, and capital allocation. She works closely with the executive leadership team to align financial and business priorities, strengthen strategic decision-making, and ensure resources are deployed effectively to support sustainable growth and long-term value creation.

Alexia Chow

Chief Financial Officer

Matt Smith

Leasing and Portfolio Director, Asia

Matt is the Regional Leasing and Portfolio Director at Evolution Wellness, where he leads the Group’s real estate, leasing and business development strategy across the region.

Having joined Fitness First 14 years ago, Matt is a part of the Group’s senior leadership team and plays a key role in driving the Group’s expansion and portfolio strategy. He oversees leasing and growth initiatives across Evolution Wellness’ markets while managing key strategic partner relationships.

Matt brings more than 20 years of experience in leisure and commercial real estate. His career includes jointly founding a real estate advisory firm in London, before heading up Knight Frank’s retail business in Malaysia.

Ke Wei Chua is Regional Marketing Director at Evolution Wellness Group, leading marketing across the Group’s portfolio of fitness and wellness brands in Asia.

With more than 15 years of experience across fitness and wellness, hospitality, luxury retail, technology and consumer businesses, Ke Wei has held both regional and market leadership roles spanning brand, customer strategy and commercial growth.

At Evolution Wellness, she leads the Group’s regional marketing agenda across brand positioning, customer acquisition, engagement and retention, working across markets to connect customer insight with business performance.

Her focus is on building stronger customer journeys across the full lifecycle, improving how the Group attracts and retains customers, and ensuring regional strategies are commercially effective while remaining relevant to local markets.

Ke Wei works closely with country and functional leadership teams to translate customer behaviour, market dynamics and business priorities into growth opportunities across the portfolio.

Ke Wei Chua

Marketing Director, Asia

Elsie Tan

IT Director, Asia

Elsie Tan is IT Director, Asia at Evolution Wellness, responsible for technology strategy, enterprise systems and IT operations across the Group’s Asian markets.

With more than 25 years of experience in technology across fitness, consumer healthcare and financial services, Elsie brings extensive expertise in enterprise applications, infrastructure, service management and the delivery of complex regional technology programmes.

She joined Fitness First Asia in 2011, where she established the regional IT function and led technology services across six countries and more than 80 locations, before joining Evolution Wellness in 2017.

Elsie is focused on advancing the Group’s technology capabilities through practical, scalable solutions that improve efficiency, strengthen connectivity across the business and support continued innovation and growth.