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Management Team

linkedIn Jenny Patrickson, Managing Director

Jenny PactricksonJenny has over 25 years of experience within the active leisure sector, leading the development of specialist health and fitness related awarding organisations to achieve year-on-year growth and excellence in service provision. Whilst developing an in-depth understanding of regulatory frameworks and their requirements, Jenny has been responsible for strategic planning, business development and business process improvement. With a BA (Hons) in Adult Education, and having also worked within the training provider environment, Jenny has a clear understanding of the need for creative and flexible awarding organisation provision, in line with Active IQ’s values.

On an international level, Jenny was involved in the development and implementation of accreditation and quality assurance activity for the European Health and Fitness Association (now Europe Active), the Register of Professionals (REPs) Ireland and the International Confederation of Registers of Exercise Professionals (ICREPs).

linkedIn James McPherson, Commercial Director

James-McPherson4James began his career working in commercial media, working for The Times and Sunday Times. After completing his MBA, he went freelance and worked on strategic projects in diverse industries including travel and tourism, security and the public sector. He is thrilled to join a growing business providing a positive and customer-focused product.

He is a pub quizmaster in his spare time and lives in West London with his wife.

linkedInGavin Baxter, Head of Business Development 

Gavin BaxterGavin is Active IQ's Head of Business Development helping to maintain their position as a sector leading Awarding Organisation and End-point Assessment Organisation. He manages the UK Business Development team and oversees international growth. Gavin has more than 15 years' experience in the Health and Fitness sector working as a sports coach, outdoor activity instructor, group training instructor, personal trainer, consultant, manager and senior manager. Before joining Active IQ, Gavin developed a diverse portfolio of companies he has worked for, including; The British Army, Saudi Aramco (Saudi Arabia), British Military Fitness, Rathbone, PGL and was a company director for Operation Fitness.

Gavin is passionate about using education to strengthen health and fitness opportunities for all. He studied BA(h) Sports Development with coaching at Northumbria University and is now back in education currently studying a post graduate Level 7 senior leadership programme with Sheffield Hallam University. He is a fully qualified Tutor, Assessor and Internal Verifier who is on a mission to help improve the sector's applied standards on a global scale.

Lee Buck, Head of Product Development

Lee Buck,Lee starting working in the sector in the early 90’s, running after-school activity sessions, clubs and activity camps. After completing a degree in Sport Science, Lee moved into Leisure Operations where she was successfully involved in running a number of health clubs. During 2004, Lee moved from an operational role to a sector role where she was responsible for shaping national occupational standards and the Register of Exercise Professionals. In 2008, Lee joined Active IQ and has been responsible for qualification development for almost the last 10 years. During this time, Lee has helped to grow Active IQ’s offering from a handful of qualifications to over 100. Lee is able to take her knowledge of the industry, and her understanding of the educational and awarding sectors, to develop high quality, fit-for-purpose qualifications which meet the needs of the sector.

linkedIn Mandie Percival, Head of Quality Assurance

Mandie PercivalMandie started her career in the active leisure sector in 1995 as a group exercise instructor and then as a gym instructor and gym supervisor, before moving into education as a tutor, assessor and IV of vocational and work-based learning qualifications. Mandie joined Active IQ in 2007 as an external verifier and has remained within the quality assurance team since that time progressing to Lead External Verifier in 2012, and then again to Head of Quality Assurance in 2014. Mandie is passionate about the provision of fit-for-purpose and valuable education and training opportunities to ensure that learners completing Active IQ qualifications meet the needs of the industry. Mandie is committed to driving a robust, collaborative and dynamic approach to Active IQ’s quality assurance activities and is supported by a very experienced team of external verifiers.

linkedIn Ali Gower, Head of Customer Experience & Operations

Ali GowerAli began her career in the active leisure industry in 2002, working in a variety of roles within the gym environment as well working for training providers in tutor and assessor roles alongside a successful personal training career. Following this, she performed the role of Competitions Manager for Essex County Council, managing a programme of inclusive inter-schools competitions and delivering strategic planning and development across School Sports Partnerships in conjunction with National Governing Bodies, Partnership Development Managers and Heads of Faculties. More recently, Ali has performed senior leadership roles in both the Awarding and Healthcare sectors, being responsible for the strategic direction of customer experience, operations and related services, leveraging her skills and experience to help optimise business processes and maximise customer satisfaction.

linkedIn Kerry Fearnley, Head of Marketing

Kerry FearnleyKerry has over 17 years marketing experience and began her career within the label industry, followed by 12 years within the healthcare industry and was delighted to join the Active IQ team in 2017. During her career she has proven ability to develop and implement key marketing campaigns and has successfully completed a range of marketing qualifications with the Cambridge Marketing College including the completion of the Professional Postgraduate Diploma in Marketing - Level 7 in 2018. Kerry is a member with the Chartered Institute of Marketing and enjoys taking part in regular CPD training. Kerry is passionate about marketing and is looking forward to supporting the strategic growth and vision of the Active IQ brand, including collaborating with our approved centres.

Kerry enjoys spending time with her husband and both enjoy skiing and keeping an active and healthy lifestyle.


linkedInJames Clack, Head of Digital Learning

James started working in the fitness industry in the late 1990s as a Personal Trainer, Group Exercise Instructor and sports conditioning specialist. As his fitness career developed, his main areas of interest became behaviour modification and habit formation leading him to focus on exercise referral, before moving into fitness education. James has extensive experience as an educator having spent almost 15 years as a Senior Lecturer and Programme Manager for fitness qualifications at a large FE provider and a number of private training providers both in the UK and internationally. He was also a teaching mentor, supporting both newly qualified and experienced educators develop their teaching and learning delivery and practice.

James joined Active IQ in 2014 initially as an External Verifier before moving into Business Development. James’ experience and skillset mean he has a well-balanced understanding of programme delivery and commercial opportunities and challenges, which combined with his interest in teaching methods and learning technology, are helping Active IQ develop solutions in a rapidly evolving landscape of digital education.

linkedInTad Chapman, Head of End-point Assessment

Tad has worked within the sport and physical activity sector since 2007, with a particular focus on training and development through qualification and recognition. His experience within workforce development has seen him work with organisations and individuals to improve performance and productivity against ambitious targets, be that for financial growth or on the pitch. Tad joined Active IQ in 2016 within- and then to lead- the Commercial Team. A particular focus and growing interest on the evolving apprenticeships landscape saw him assume the role of Head of End-point Assessment in 2021. Tad loves to keep fit and active, particularly outdoors where he can often be found chasing his dog Bodi, attempting to get him back on the lead!