About
Where it all began
With 25 years experience training professional exercise instructors, Amac, now known as AllActive remain one of the UK’s most reputable fitness education experts.
We have helped thousands of students achieve industry recognised fitness qualifications. Graduates have gone on to gain employment in a whole range of settings or used their skills to further their job role. However, we have become increasingly aware over the last decade that many people encounter barriers in accessing these typical fitness environments. Too often it was people whose health and wellbeing would greatly benefit from exercise.
“Amacsports are very professional and highly regarded training provider. The affiliation with CIMPSA is a great match as they continue to uphold and develop the standards expected of a CIMSPA TPP. They achieved enhancing outcome in the previous review, and it is my recommendation that this maintenance review is deserving of another enhancing award.”
– CIMSPA Quality Assurance Report, December 2024
Amac’s Directors Dave Lee and Liz Lee back in 2003 when then first started offering professional fitness qualfications.
Amac’s Director Dave Lee and Liz Lee outside our Head Office in Canterbury, 2015
Meet the team
Dave Lee
Education & Training Director
For over 30 years Dave has had an active interest in all aspects of sports coaching and personal training. Dave began working with special populations early in his career through his involvement with GP Referral schemes in London. He has also continually studied, be it for professional, vocational or academic qualifications. Dave holds a BSc in Psychology from Goldsmiths, a PGCE from Greenwich University, an MSc in Sports Coaching from Brunel University, an MA (Ed) from the Open University, to name just a few.
In 2000, Dave started lecturing in sports and fitness for various FE colleges and Universities from entry level vocational qualifications to degree programmes. Whilst teaching in central London, he worked extensively with disabled groups delivering sessions in exercise and physical activity.
Dave co-founded the company, Amacsports Ltd, which continues to develop professional fitness qualifications. As well as his role as Education and Training Director at the company, Dave has worked in numerous capacities with leading awarding bodies. As an external verifier and moderator he was responsible for ensuring centres’ assessment and internal verification met the National Standards. He was also commissioned by an awarding body to produce tutor packs for their qualifications, written material for a module the Open University’s sports and fitness degree, focusing on special populations such as those with cardio-pulmonary diseases. He also reviewed course material on older adults, diabetes, and anatomy and physiology.
Dave continues to develop courses for AllActive course range ensuring that they meet the high standards set by sector skills councils and awarding bodies. He is involved with every aspect of course provision from implementing, monitoring and reviewing strategy to producing learning resources and internal quality assurance. He is a fellow of the Society for Education and Training and the Institute for Health Promotion and Education.
Liz Lee
Managing Director
Liz graduated as a teacher from Goldsmiths College, University of London and over the years has taught primary children and adults in English and mathematics. Since, she has gained many qualifications from quality assurance to a post-grad in business enterprise. Liz is now based at the office and is involved in much of the day-to-day activities for the AllActive provision.
Sarah Bolitho
Tutor / Quality Assurance
Sarah Bolitho has had a long career in the fitness industry starting as a fitness coach over 30 years ago. She has since been a Course Director for a national fitness training provider and holds an MSc Postgraduate Diploma in Exercise and Health Behaviour. Sarah continues to develop resources and training programmes for specialist fitness instructors alongside writing books for the fitness industry. She regularly trains medical professionals, midwives and fitness instructors. Sarah specialisms include exercise referral, mental health, obesity, ante post-natal, older adults and activity, disability fitness, and behaviour change. She has developed and delivered training and cascade training for peer-led activity for older adults (LIFT programme) for Welsh Assembly Government/Age Concern Cymru.
Nicola Bowen-Jones
Internal Verifier & Assessor
Nicola has worked within the Active Leisure industry for many years, working in a range of roles. She has a wealth of experience in quality assurance across a range of qualifications in the fitness industry.
Andrea Olver
Tutor / Assessor
Andrea Olver has worked for Amac for over 15 years as an assessor, programme manager and more recently as their operations manager. Prior to that, Andrea worked as a physiotherapy technician for the NHS and has also run her own fitness and sports massage business, running after school activity sessions for primary school children and at a local football club providing injury rehabilitation advice. Alongside her work at Amac, she works for the NHS as an obesity and weight management specialist.
Trevor Clarke
Tutor / Assessor
Trevor has considerable teaching experience of 35 years as a Tutor and Assessor delivering fitness professional qualifications. He has taught wide range of subjects including personal training, older adult instructor, disability instructor and circuit training. Trevor also been involved in the delivery of the Instructability program which teaches disabled students to obtain a gym instructor qualifications.
James McKeown
Tutor / Assessor
James has over 15 years teaching experience and an additional 6 years experience working in the fitness sector. He has worked at all levels, from gym instructor, personal trainer and exercise referral instructor through to cardiac rehab and managing a facility. James teaches the on the level 2 and 3 personal training courses.
Francesca Hickey
Tutor / Assessor
Francesca has taught at Amac for over 15 years on wide-ranging courses and programmes with both young people and adults. Her background is in coaching sports and fitness instructing children in primary schools. Francesca is very experienced in group exercise classes and along with other courses, she teaches the Profusion range.
Lucy Wilby
Tutor / Assessor
Lucy has over 15 years experience in teaching and assessing and has much industry experience. She also has a wealth of experience in the business-side of fitness with sales and marketing. Lucy has a degree and masters in sports and exercise science along with a host of other industry specific training. She teaches a variety of programmes including PT and Ante/Post Natal courses.
Roger Mallett
Tutor / Assessor
Roger has over 15 years of teaching experience and a further 17 years of industry experience. Over the years, he has delivered at a number of fitness conventions, taught group exercise classes and worked as a studio manager. Roger has taught a wide range of level 2 and 3 courses along with many CPD courses.
