Lonnie Perryman
Digital Business Consultant, Project Manager, Certified Personal Trainer.
Phone: (224) 286 1212
Email:
Results Driven Professional
Lonnie Perryman is an experienced fitness professional, digital business consultant,
and certified project manager serving the health and wellness industry.
EXPERIENCE
2019- Present
Chief Operator
CCF Personal Training - Lake Zurich, Illinois
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Founded and Built BBB Accredited Personal Training Company
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Responsible for leading digital projects of various sizes
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Responsible for planning, executing, monitoring, and controlling all aspects of projects.
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Met customer demands by tracking market changes and adapting strategies to match.
Nov 2015-June 2019
District Vice President
LA Fitness - Chicago, Illinois
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Responsible for 14 locations including all of downtown Chicago, 30 managers, 40 indirect employees.
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Responsible for recruiting, training, developing, and managing all employees.
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Successfully led marketing, sales, and service-related projects to completion.
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Managed cross-functional teams and increased interdepartmental employee production
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Leveraged business intelligence data through the proactive implementation of tracking and reporting findings
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senior management and stakeholders.
Nov 2011-Oct 2015
LA Fitness - South Elgin, Illinois
PT General Manager
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Responsible for leading teams of various sizes
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Grew and Managed Customer Accounts
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Led various organizational-related projects and met project milestones and deliverables at all stages.
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Grew results month over month by continuously refining approaches based on tracking data and consumer insights.
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Received National Recognition for Sales and Marketing achievements
Nov 2005-Oct 2011
PT General Manager
Bally Total Fitness - Sterling Hts, Michigan
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Responsible for managing PT department, customer accounts, and sales
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Successfully led a team of 7
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Recruited, trained, and developed all staff
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Increased club revenue thru effective use of proactive and creative sales techniques
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Leveraged CRM to manage customer accounts
Education
Masters of Science
University of Illinois - Urbana Champaign
Strategic Brand Communication
Champaign, Illinois
Masters Business Administration (MBA)
Saint Xavier University
Project Management
Chicago, Illinois
Project Management Professional (PMP)
PMP® Number: 2807326
Certified Personal Trainer, Corrective Exercise Specialist, Certified Nutrition Coach
Project Management Institute
Philadelphia, PA
National Academy of Sports Medicine
Certified Digital Marketing Professional
Digital Marketing Institute/American Marketing Association
Graduate No. IE-DMI78192
Chicago, Illinois
Projects
September 2019-Present
Clear Coach LLC - Lake Zurich, Illinois
Project Clear Coach Business Startup
Zroom Web Development Project
Covid Cope Marketing Campaign
Multi-Channel Integrated Marketing Campaign initiated in response to Covid-19. Campaign objective: grow digital presence and target new customers. Campaign strategy centered on complementary services and phrased as COVID Cope. I was responsible for the project initiation which involved defining the project and conducting a risk analysis and environmental scan of competitor and industry marketing strategies to determine project feasibility and potential constraints. I also lead the project planning to establish the flow of project tasks and created a WBS to use as a framework for project tasks. I was also responsible for determining appropriate marketing channels, setting the project budget, and determining the best external marketing tools to leverage to ensure project success. The project was monitored and controlled daily, and necessary adjustments were made to ensure cost and time constraints were met. The project was successfully closed and lessons learned archived for future projects.
January 2018 - June 2019
LA Fitness - Chicago, Illinois
The Mini Marketing Campaign
Led a team of 25 workers across 13 locations on a targeted marketing campaign centered on executing 8 "Mini" workout sessions per employee per day. The campaign objectives were to increase lead generation and sales conversions. I was responsible for the planning of the sequence of events in the campaign and also created employee schedules and assigned required "stations" for employees to work in. As a part of the planning, I trained the workers in the "best practices" to use to achieve project objectives and favorable outcomes. I monitored and controlled the campaign thru consistent
PT on 1 Marketing Campaign
A multi-department marketing campaign in which I directly lead over 40 employees. The campaign objective was to increase employee engagement with front end member traffic thru high-level member interaction timed at member check-in. In addition to planning, executing, monitoring, and controlling, one of my primary roles during this project was Integration Management due to the high level of departmental integration required. I acted as a liaison between the three departments of operations, PT, and membership sales to synchronize the flow of tasks required to successfully execute the project. This required the use of effective interpersonal skills due to the prevailing silo that existed between departments. In addition to this, I was directly responsible for schedules and assigning front in work stations to employees. Additionally, I reported the project results to key stakeholders and upper/management and implemented the suggested modifications to the program when required.
IVP (Interactive Virtual Presentation)
This was an interactive virtual presentation (IVP) created by the company to replace the existing paper-based presentation. As a VP, I had direct involvement in the initiating of the product district-wide and created the verbiage to be used by staff. I was also responsible for training all staff on its proper use and ensuring it was launched correctly. This was achieved by motivating staff to use the new product by educating them on its benefits. I was also directly responsible for monitoring the results achieved as a result of the training, launch, and use of the module and reporting them back to key stakeholders on a regular basis.
20/10 Marketing Campaign
This marketing project was a broad attempt of the company to improve staff image and perception held by the member base. The project required high-level interfacing between gym-goers and staff at designated times of the day - 20 minutes after the hour and 10 minutes before each hour. As a VP, I was directly involved in the initiating of the project and helped to establish its need and feasibility. This was achieved thru meeting with stakeholders and providing feedback obtained thru member questionnaires and phone calls. I was also in charge of planning such as scheduling and proper staffing during project work hours. Staff was directly trained by me in the proper execution of the project and the project was monitored and controlled daily thru visual inspection, member feedback, and employee appraisal. The project was successfully closed by soliciting member feedback on employee and staff image and lessons learned used as inputs for future projects.
SKILLS
Digital Marketing
Digital Transformation
Nutrition Coaching
Fitness Training
Marketing Project Management
Fitness Marketing