Fitweb
The fitness industry's digital infrastructure. AI-assisted websites and tooling with built-in lead capture and analytics — plus, bespoke custom builds for trainers, gyms, educators, suppliers, and consultants.
fitweb.ioAvailable for new engagements · NZ ↔ global
I don't just advise. I build it, and run it
I help founders and CEOs turn strategy into shipped work — building the AI agents, marketing systems, and products that compound advantage over time. Deep specialism in fitness, health, wellness, and member-based organisations.
- Founded Fitweb
- Co-founded Affinity Supply Alliance
- Client ExerciseNZ
- Client REPs · NZ Register of Exercise Professionals
01 Capabilities
Five disciplines. One operator. Shipped end-to-end.
Hire me for any one of these — or for the bit you can't quite name yet. Every engagement is scoped around the outcome you need, not the hours I bill.
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Marketing
Demand systems that pay back.
Strategy through to running ads, automation, and analytics — built around the metrics that move: pipeline, members, revenue. Reporting you can act on, not just admire.
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Product
New revenue lines — validated to launched.
Digital products, member academies, education platforms. Validated against real demand, shipped to a deadline, then tuned in production once the real numbers come in.
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Web
Sites that convert. Portals that retain.
High-performing marketing sites and the member-facing platforms behind them. Fast, accessible, and instrumented from day one so you can see what's working.
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Brand
Positioning that puts you in a category of one.
Identity, voice, and messaging. Substance first; the visual system gets built to carry it, not to cover for it.
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AI Agents
— where I'm spending the most time right nowReplace the busywork. Free your team for the work only humans should do.
I find the workflows where agents earn their keep, build and integrate them into your existing stack, train your people to use them well, and keep them sharp as the tooling moves underneath. Practical, measurable, grounded in the work you already do — not a science project.
02 Sector depth
Built inside fitness, health, wellness, and member organisations.
For more than a decade I've operated inside this sector — building services into it, and now serving as Chief Innovation Officer for ExerciseNZ, the country's industry body for the exercise sector.
I know the unit economics of a member, the seasonality of a studio, the difference between earned and preventable churn, and how to talk to a board, a studio owner, and a regulator inside the same week. If your business lives in this space, you're not paying me to learn it.
Outside the sector? I take that on too. Most of what I do transfers cleanly — the depth above is the unfair advantage when it lines up.
03 Selected work
Built. Run. Still standing.
Two companies I started, and two of the New Zealand institutions I've operated inside.
— Founded & co-founded
Affinity Supply Alliance
A curated global marketplace connecting fitness, health, and wellness businesses with pre-vetted suppliers — a buying network with quality control built into the front door.
affinitysupplyalliance.com— Clients & institutional roles
ExerciseNZ
New Zealand's industry body for the exercise sector. Led day-to-day operations as COO; now contracted as Chief Innovation Officer to drive new programmes, products, and tooling for the sector.
exercise.org.nz
REPs — NZ Register of Exercise Professionals
As COO I absorbed the role of Registrar, supporting the CEO in the development of the exercise profession in New Zealand through a period of significant change — qualifications, standards, and the systems behind them.
reps.org.nz
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Ben Mann · New Zealand
04 About Ben
I run what I build. I build what I recommend.
I'm Ben Mann. I founded Fitweb, co-founded Affinity Supply Alliance, and have spent more than a decade inside the New Zealand exercise sector — most recently as Chief Innovation Officer at ExerciseNZ, the country's industry body.
Before that, as ExerciseNZ's COO, I absorbed the role of REPs Registrar — supporting the CEO in the development of New Zealand's Register of Exercise Professionals and the wider exercise profession through a period of real change in qualifications, standards, and the systems behind them.
That mix matters. Most consultants advise. I can make the calls, ship the work, and live with the result. When you bring me in, you get the operator — not a strategy doc and a junior team to execute it.
I'm spending an increasing amount of time at the intersection of operating experience and AI — finding where modern agents can quietly compound advantage for businesses that already work, and where they can transform ones that need to.
— Client
Fitweb is the first of its kind, offering specialised brand and marketing services tailored exclusively to the New Zealand fitness industry. Their deep understanding of the industry's unique challenges makes them the ideal partner for gym owners, fitness professionals, educators, consultants, industry bodies, and suppliers — which is exactly why we rely on their expertise ourselves.
05 Start the conversation
Tell me what you're working on.
A problem, a project, or a half-formed idea — a few lines is plenty, and there's no pitch deck at the other end. If there's a fit, I'll send you a link to grab a 15-minute call. If I'm not the right person, I'll tell you that too — and point you to someone who is.
- Straight talk, not a sales process
- A reply within one working day
- New Zealand–based · happy across timezones