Body weight training supplier TRX has announced the appointment of Alan Holl – previously head of fitness at Virgin Active UK – to operate as senior director of Europe, Middle East, Africa and India.

Holl has held senior fitness roles with both Fitness First and Virgin Active in the health club sector, having previously had a 13-year career in the British military. In his most recent role with Virgin Active, Holl made a key contribution towards product development and innovation, and his arrival represents a major coup for TRX.

“I’m extremely passionate about credible and progressive fitness training and education, so this role at TRX provides huge synergy as their education, product and programming is central to core values,” said Holl.

As well as driving the delivery of education and programming in his new role, Holl will be charged with accelerating TRX’s expansion into the EMEAI region. His task includes ensuring the distribution strategies are led with a consistent approach, and that the TRX brand is ‘front and centre’ of the functional training sector.

Paul Zadoff, TRX president, added: “Alan brings with him a unique blend of experience from the military, sport and fitness industries, making him a significant new addition to our team.

“Alan has proved himself as an expert in fitness business management, education and health club programming. These are all elements that we hope will drive TRX further within the EMEAI and I look forward to working with Alan at such a key point in the development of TRX.”