← Avant Grey
About
About Avant Grey // Founder-led
About
Us.
Avant Grey is a founder-led talent, consultancy and sales partner shaped by Simon Rice’s award-winning experience across leadership, operations, talent acquisition, sales and retention.
Experience-backed leadership
From the club floor to the boardroom.
Simon has worked across the UK, Netherlands, Europe and Middle East, leading teams, growing businesses and improving commercial performance in complex, customer-led environments.
His experience spans fitness operations, launches, sales strategy, retention, customer journeys, team structures, leadership, KPIs and talent. That breadth shaped Avant Grey: one specialist brand connecting the people, plans and commercial performance behind ambitious businesses.
At The Thames Club, Simon led the business to both Club of the Year and Business of the Year. His wider record also includes raising more than £50,000 in a single year.
Selected achievements
Performance measured in outcomes.
Fitness // Leisure // CorporateInternational perspective. Practical judgement.
Experience includes
Brands, operators and environments.
Simon’s career includes work with leading fitness operators and major international organisations, bringing a perspective that stretches beyond one market or operating model.
TrainMore NetherlandsClub Sportive NetherlandsGymbox UKThe Thames ClubDubai GolfHolmes PlaceMatrix FitnessVodafoneBPMaersk Oil
Where experience adds value
Commercial thinking that moves into action.
Simon’s perspective informs Avant Grey’s work across three connected disciplines. Each assignment is shaped around the challenge, then supported by the right capability from across the team and network.
Business & operations
Growth strategy, launches, market positioning, operating structures, priorities and measurable performance.
Sales & retention
Sales structures, KPIs, customer journeys, conversion, retention, manager coaching and team capability.
People & leadership
Team design, leadership support, executive search, specialist talent acquisition and accountability.
Founder-led // Team-delivered
One clear standard. The right expertise around it.
Simon sets the industry perspective and commercial standard behind Avant Grey. Delivery is brought together through the wider Avant Grey team, trusted specialists and an international network—giving clients focused senior attention without limiting the work to one person’s capacity.
Work with Avant Grey →