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City Venue Management (CVM) has announced the strengthening of its leadership team with the appointment of Glen Heidke as Chief Commercial Officer.

Part of CVM’s ongoing expansion and commitment to delivering world-class aquatic and recreation experiences, Heidke brings a wealth of expertise in commercial strategy, customer experience and business growth.

His career spans leadership roles across the fitness and wellness industries, including serving as Group Chief Product Officer at Virgin Active, where he led digital and physical product innovations to drive business performance and enhance customer retention. Most recently, as Chief Experience Officer at United Fitness Brands, he focused on elevating fitness experiences, developing high-performing teams, and driving new business opportunities.

Returning to Australia to work alongside Chief Executive Jay Clarke in leading CVM’s commercial strategy, revenue growth, and strategic partnerships. His leadership will be instrumental in strengthening CVM’s market position and ensuring the organisation continues to deliver exceptional services to customers and communities.

Announcing Heidke’s appointment, Clarke stated "Glen’s expertise in customer engagement, business development, and commercial strategy is exactly what we need as we scale. His leadership will be pivotal in shaping CVM’s future across our aquatic and health club service lines, driving innovation, and ensuring we remain at the forefront of the industry."

This appointment marks another milestone in CVM’s ongoing transformation.

In late 2024, Reece Rackley stepped away from the helm of the business after 20 years leading the growth to more than 35 venues, with long-time business partner Clarke appointed Chief Executive to lead the next phase of growth.

Under Clarke’s leadership, CVM has already secured key operational wins, including the recent appointment as operators of Northern Beaches in Townsville, reinforcing its commitment to sustainable expansion and excellence in aquatic facility management.

Image: Glen Heidke. Credit: City Venue Management.

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