About Us

ACTIVE ENTITIES CONSULTING

AEC is a full service fitness and wellness facility consulting firm on our way to becoming a global leader in the industry with locations in the United States, Australia and Belgium. Drawing upon the skills and expertise of our fitness and business experts, we seek to help our clients grow as both trainers and business owners. Our many years of experience have taught us that fitness facility development is a complex process, and we are dedicated to developing the best possible environment, individualized to meet our clients’ needs rapidly, efficiently, and cost-effectively.

Our Mission Statement:

Active Entities Consulting is an award-winning group of experienced professionals committed to supporting active living entities as they strive to be the epicenter of activity in their respective communities.

Our Core Values:

We are committed to creating exceptional member experiences.

We embrace opportunities to inspire

We build compelling and welcoming pathways for future members to on-board

We connect with communities and bring active living to the forefront.

The Active Entities Difference

We work with both profit and non- profit clubs and have had unmatched success with each sector
We primarily focus on Independent owned clubs and municipal programs
We have unmatched success operating and designing medical fitness entities

All of our senior management team has SUCCESSFULLY owned and operated clubs (many consultants have not owned or done so with success)

We are hands on with all our clients ( you have access to our team and always get 2 of us compared to paying hourly for 1 consultant)

We offer our “RESULTS ASSURED PROGRAM” whereby we put 50% of our income at risk in performance bonuses (NOBODY does this but us)

We focus on net membership growth, not just sales

Our experience with special entities (Tennis Clubs, Boutique Fitness, Medical Fitness, Therapeutic Recreation Centers, CrossFit, and Ninja) and success rate with each offering is exceptional
We’ve worked directly or indirectly with over 100 clubs thru the pandemic – ALL OF THEM survived
We have specialists for each segment of operations
We have research teams that perform extensive studies on inactive markets
We are connected politically throughout the country

MEET OUR TEAM

Bobby Verdun founder of active entities

Bobby Verdun

President & Founder

Whether it is leading privately owned clubs to national prominence, lifting not-for-profit entities to success, or coaching college basketball and tennis teams to championships, Bobby Verdun has created “wins” wherever he has been. After a successful College and Professional basketball and tennis coaching career, the three time Coach of the Year took the reigns at Canton Club and later became Associate Executive Director at Weymouth Club which was voted “Best of Boston” twice in his tenure as well as recognized as a top 50 club in the country. As a YMCA Executive Director, Bobby led an historic $10 million renovation in Pawtucket RI as he spearheaded a membership renaissance producing thousands of family participants and energized the surrounding community setting usage records for the facility. Bobby was also the General Manager at the Award – Winning College Park Tennis Center where his grassroots program initiatives resulted in a flowing feeder system for the training center’s academy while driving revenues to new heights.

A dynamic motivational speaker, Bobby has worked with hundreds of clubs around the world and has been a featured speaker at Universities, fortune 500 companies, and industry conferences. Known throughout the industry for his diverse experience and passion for developing leaders, Bobby has mentored hundreds of owners and operators to success and profitability. From multi purpose entities to tennis clubs, CrossFit boxes to Municipal Recreation facilities, or hybrid clubs to boutique fitness offerings, Bobby’s guidance and mentoring have resulted in success in virtually every aspect of the industry.

Bobby is the proud father of Hannah, a Sophomore at Muhlenberg University and Zach, a Junior at St. John’s Prep, and married to well – known artist Stephanie Krauss-Verdun. In his spare time he is still very competitive on basketball and tennis courts and enjoys playing the acoustic guitar and performing at Open Mic events around Boston. Over the last year Bobby was a Basketball Advisor for the movie Hustle coming out in the spring of 2022 on Netflix.

Rich Synott

Richard Synnott

Vice President

Simply stated, Rich Synnott is one of the most successful and experienced leaders the industry has ever seen. With over 40 years of experience successfully operating entities throughout New England, Rich has led industry giants such as Weymouth Club, The Works, Cederdale, Healthpoint, and Upper Valley Aquatic Center to nationally recognized prominence. His achievements in navigating both for-profit and non-profit facilities have been recognized as he’s been a featured speaker at industry conferences, written numerous articles for business and trade publications, and served as President of New England Health and Racquet Sports Association overseeing 400 facilities throughout the region. Rich’s reputation for generating revenue, containing expenses, and attaining profit is unmatched as evident by his impeccable track record for success.

States Active Entities Founder Bobby Verdun: “If our industry had a Hall of Fame Rich would clearly be in it. His ability to inspire, educate, and communicate is the best I’ve ever worked with”.

Mel Tempest

Mel Tempest

Senior Partner

Mel Tempest is a mover, a shaker, and international treasure who has spearheaded results wherever she has gone. Founder of the Gym Owners’ Fitness Business Network and Podcast, and owner of the Ignite Fitness Business events throughout Australia and Asia, Mel is considered one of the most innovative and successful leaders that the industry has ever seen. A consultant for business owners and operators of all levels, Mel has a unique talent for transforming business challenges into innovative solutions that deliver profitable results. A passionate key-note speaker, Mel is known for her hard-hitting, brutally honest, and game-changing delivery that inspires participants and ignites results.

Mel’s journey began in 2003 as she created and opened Body and Soul then in 2005 opened Australia’s first men’s only gym WizeGuys. Her passion for innovation was recognized in 2017 as she became the first Australian to win an IHRSA scholarship as Mel’s club, the Ballarat, was recognized for its excellence being a finalist for the prestigious Smart Company Award. Later that year Mel founded two dynamic podcsts: The Gym Owners’ Fitness Business Podcast and the Women’s Leaders Fitness Business Podcast, which quickly garnered over one million hits.

States Active Entities Founder Bobby Verdun:
“Mel stirs the heart and inspires imagination. She defines all that our industry should represent as her energy, passion for supporting others, and ability to provoke change is unmatched. She brings it, expects it, and finds it in everybody who is lucky to work with her.”

Tom Johnston

Tom Johnston

Senior Partner

Tom Johnston is an executive consultant with over 20 years of proven success delivering high impact leadership and organizational coaching. Tom brings his unique blend of “high touch and high tech” methodology that utilizes data-backed tools and software to align business strategy with people strategy. This unique combination creates opportunities for organizations to cultivate talent, inspire and motivate teams, and build strong and productive organizational culture resulting in extensive change management success and proven human-centered competitive advantages for organizations.

Success has followed Tom throughout his career as his ability to inspire, coach, and deliver has been felt wherever he has gone. As COO of American Leisure/LIVun LTD, Tom was responsible for a number of highly successful global initiatives that resulted in one of the largest growth spurts in the company’s history. He’s been a proven visionary as the VP of North America Distributor and Global Vertical Sales (verticals included hospitality, education and multi-housing; grew YOY revenue by 15%; total sales of $35M). As Vice President of operations for Saw Mill Sports Management and General Manager of the Weymouth Club, the results were some of the greatest growth trends each entity had ever seen.

Tom holds a B.S. in Business Administration and is a Predictive Index (PI) Certified Partner, Certified Professional Coach, Energy Leadership Index Master Practitioner, and Certified Positive Psychology Practitioner. He’s a dad, lives in Denver, an avid cyclist, enjoys skiing, backpacking and practicing yoga.

States Founder Bobby Verdun: “TJ possesses all the ingredients that make up an exceptional coach: He’s an inspiring motivator, brilliant communicator, has unmatched commitment and passion, and is one of the most inspiring people I know. His record of success speaks for itself as he’s always made wherever he has gone better than it was before he got there. I’ve seen first- hand the results he gets utilizing his methodology to bring out great… from good. Simply stated, Tom is as close to a guarantee as you will find with regards to bringing out the best in any team he works with.”

Pam Wetherbee-Metcalf

Pam Wetherbee-Metcalf

Senior Partner

Pam joins Active Entities as a proven leader and innovator, bringing with her a tremendous wealth of sport/fitness facility and recreation program management experience. Throughout her career, Pam has managed and directed multiple sports/recreation/fitness facilities on behalf of four different universities since 1996. This has resulted in her honing her expertise in the areas of facility daily operations, customer care, policy formation, personnel management, budget management, risk
management, student-development theory, programs design, renovation, capital project management, maintenance and new construction. She has also had the unique opportunity to oversee the day to day operations and management of 3 multi-use air structure facilities (permanent and seasonal) and more recently was selected to be on the project team for a fourth air structure as part of a large multi-purpose field complex.

Additionally, Pam has managed 4 competition aquatics throughout the east coast. Pam initiated chloramine mitigation initiatives on two of them – systems that were proven to be essential in creating exceptional member experiences. Her attention to detail resulted in being chosen to lead several external reviews of Athletics/Recreation departments throughout the East Coast.

Pam earned her bachelor’s degree in Sports, Fitness and Leisure Studies at Salem State University and her master’s degree in Sport Management from the United States Sports Academy in Daphne, Alabama. She also has a storied athletic career resulting in being inducted into four Halls of Fame as a member of the 1986 Women’s Basketball National Championship Team at Salem State University:

States Founder Bobby Verdun: “P-Dubs’ ability to identify pathways for College and University centers to overcome challenges has proven to profoundly impact every facility she’s worked with. Her attention to detail, insightfulness, and versatile experience, particularly with developing new facilities or rehabbing tired facilities, has resulted in millions of dollars of cost savings for clients. Without question, Pam is an expert in this very specific space and a valuable resource for any Director looking to improve their current program.”

brian goodman

Brian Goodman

Partner

Brian Goodman has spent over 20 years at the intersection of innovation and entrepreneurial thinking; data analytics and modeling; and “triple helix” partnership development between government industry and academia.In addition to this consultant work, Brian has acted as the Innovation and Systems Manager for the City of Boston as well as the Director of Corporate Relations at Boston University.

Brian has extensive knowledge in market and consumer research, consumer profiling, business modeling and analytics, often in R, ranging from large-scale object-based modeling; statistical analysis; financial modeling and complex system modeling using system dynamics platforms such as Stella or Vensim. Brian also has extensive experience assessing opportunities and developing go-to-market strategies for new initiatives and has worked with over 50 new start-ups or corporate initiatives in building business cases and executing early-stage market strategies.

Brian earned his MBA in entrepreneurship from Babson College in Wellesley, MA, and holds a degree in Business Administration from UMASS Amherst. Additional studies on business, innovation and systems dynamics have been completed at MIT, Harvard, and the University Of Manchester in England.

States Active Entities Founder Bobby Verdun: “There is nobody in the industry who possesses the background and knowledge Brian has with regards to statistical analysis and financial modeling. His ability to translate a vision to numbers is incredible and his feel for the industry is significant. Most importantly, Brian’s ability to communicate his findings to our clients, no matter how complicated they may be, in a way they understand them is amazing. He’s one-of-a-kind and someone I’m so happy is part of our team.”

Mike Connors

Mike Connors

Partner

Mike has over thirty extremely successful years in the fitness industry working with a wide variety of clubs in many different manners. As the President of a consulting firm specializing in club start-up, his expertise in all aspects of the club business, finance, management and sales have given him the background necessary to help others in the industry get their clubs started successfully as well as learn and understand total health club operations. His experience includes work in a number of countries as well as more than half the states across the country.

Mike has also owned and operated The New England Athletic Club, a 33,000 square foot multi-purpose health club. After selling his club he moved to NC to manage a large multipurpose club along with a Crossfit box. Most recently, Mike was the Chief Operating Officer for a medical/wellness company on the south shore of Boston.

Mike has been a speaker for Club Industry, International Health and Racquet Sports Association (IHRSA), IHRSA Institute and Gold’s Gym Enterprises, Inc. and has contributed articles to Club Industry, Club Business International, Club Insider and Fitness Business Canada publications.

States Active Entities Founder Bobby Verdun: “Mike is a dynamic and experienced industry professional who has been successful everywhere he’s gone and with everything he has done in the industry. His experience with start-ups as well as his ability to develop and assess financial information is uncanny.”

Michael Horsch Fizz

Michael Horsch Fizz

Partner

Over his 30 year career Michael has successfully delivered over three thousand consultations to organizations regarding technology investment, market trends, market demands, and the latest technology products and services. A highly recognized senior executive, Michael co-developed the “Cyber Security Enabling methodology”- empowering businesses to execute comprehensive security and compliance solutions. Additionally, Michael developed the MEDFIT, Inc. PostMedCare system to streamline medical care delivery, increase health and rehabilitation center income, and decrease post rehabilitative program expenses by up to 75%. Founder of FITCEO, inc. Michael co-authored the post-rehabilitative-care outcome report demonstrating significant increases in functional assessment scores and return-to-work ratios as a result of use of PostMedCare.

States Vice President Rich Synnott: “I have worked with Michael several times in the past two decades for his expertise in sales management, insight into market trends, and providing an RFP to secure a new software provider. He lead our team through the implementation and training for the software while continuing to manage our sales department for success. I can honestly say that if there were a business Hat Trick, Michael would qualify. Unlike many technology advisors, Michael not only understands the latest technology products and services, but also has a strong range of business acumen and extensive sales experience. This combination makes him a very sought-after consultant.”

Tinashe Musakanye

Tinashe Musakanye

Partner/ Business Development for Australia and New Zealand

Tinashe Musakanye is a seasoned operations and management expert who leads our business development efforts in Australia and New Zealand. For over ten years, Tinashe has had proven success developing and leading organizations throughout China, New Zealand, and Australia. Known for his dynamic energy and business savvy, Tinashe graduated from the Queensland University of Technology and earned his MBA/concentration in Management from the prestigious Brisbane University.

States Founder Bobby Verdun: “We are incredibly lucky to have connected with Tinashe Musakanye!! His dynamic leadership style combined with his passion for the industry makes him a remarkable collaborator. We look forward to seeing him bring Active Entities’ methodology to Australia! ”

Nicole

Nicole Freddo

Events and Speaking Coordinator/Consultant

Nicole comes to Active Entities with a background in hospitality and special event planning as well as has served as an intern at Active Entities for several months working with boutique studios and specialty clubs. Nicole played a key role in the success of the sold out live symposiums Active Entities put forth in 2020 and will look to expand on that role moving forward. Nicole is a standout athlete having played multiple sports throughout High School and is a standout basketball player for Salem State University.

States Founder Bobby Verdun: “Nicole is exactly what our industry needs right now as she has such tremendous feel for people, a creative program and marketing mind, and an unmatched work ethic that produces wins and results for our clients. Nicole’s energy, competitive spirit, and problem solving skills make her a terrific asset to anyone who is lucky to work with her.”

Marketing Team

Jenn Nickerson Jenn's Web

Jenn Nickerson

Website Designer

Jenn has lived on the North Shore of Massachusetts for 15 years and has spent 12 of those years developing websites for everyone from local non-profits to national brands. Her passion is to give each client the tools they need to maximize their web presence to its fullest potential.

States Active Entities Founder Bobby Verdun
“Jenn is a true artist who combines her ability to make things look amazing with being one of the most knowledgeable web designers in the industry. She’s the perfect collaborator as she can take a vision and bring it to life! Most importantly, she is an absolute joy to work with!!”

Genevieve Myers

Genevieve Myers

Social Media Director

Genevieve grew up in Cape Elizabeth, Maine and has spent every summer in Sandy Cove, Nova Scotia. She lived in New York for 11 years working as an actress and singer, and recently moved to Atlanta, Georgia to continue her creative work. While living in New York, Genevieve also ran her own small holistic wellness business as a Certified Medical Reiki Practitioner and Certified Life Coach. She is certified to give Reiki in OR during surgery, as well as pre-op, post-op, and hospice. She has worked with many cancer patients, survivors, and their caretakers while working as a Medical Reiki Practitioner and continues to support the movement.

Genevieve received a Digital Marketing Certificate from Columbia Business School, and helps support wellness businesses, and small theater companies through managing their social media platforms. She works with businesses to build social media platforms that are tailored to their authentic brand or experience. Genevieve is excited to continue her work as a creative and is passionate about creating a healthier, happy environment for everyone!

States Active Entities Founder Bobby Verdun
“The essence of great social media comes from having the ability to tell a story people will want to see and hear about. Genevieve possesses the perfect blend of industry experience, performing arts background, and incredible passion to make a difference in the lives of others. Not only will you get results from what Genevieve does, you’ll absolutely LOVE working with her!… We certainly do!!”

Legal Team

ATTORNEY EDWARD A. SHAPIRO

Advisory Board Partner

Edward Shapiro was Of Counsel and Member of the Boston law firm Burns & Levinson LLP’s Corporate, Trusts and Estates, and Intellectual Property Groups. Prior to joining Burns & Levinson in 2001, Mr. Shapiro was a partner and founder of Shapiro, Israel & Weiner, P.C. He has practiced law for more than 40 years as a general practitioner. He concentrates his practice in strategic planning for and with corporations, emerging and existing, small and large. Mr. Shapiro also has expertise in family business law and contract negotiations. He counsels businesses from their initial start-up, through growth periods, and ultimately to a favorable exit; be it merger, sale, joint venture, or IPO.

Mr. Shapiro has extensive experience in negotiating, strategizing, and building a team of corporate advisors to efficiently represent companies in meeting their strategic goals.

States Founder and President Bobby Verdun: “Robert Estabrook once stated ‘He who has learned to disagree without being disagreeable has discovered the most valuable secret of a diplomat’. Of all the skill sets involved with regards to running a successful business, the art of negotiation is one of the most important. To that end you want to have Ed Shapiro on your side of the table to not only negotiate, but to protect your investment. He’s the best I’ve ever been around.

Mr. Shapiro is a member of the Massachusetts and American Bar Associations, and the Massachusetts Bar Foundation and is admitted to practice before the U.S. Supreme Court and U.S. District Court of Massachusetts.

In Memoriam: Geoff Hampton 1952-2021

Geoff Hampton
Geoff Hampton was an industry legend whose career exuded success wherever he went. Recognized by IHRSA as “one of the most creative and far-thinking individuals in our industry”, Geoff honed his coaching skills under the tutelage of Anthony Robbins. A prolific author of more than 100 columns in print, Geoff was published multiple times in Fitness Management, CBI Magazine, Club Business, Club Industry, World Gym Magazine, Skylands Magazine, and Peak Performance.

Throughout his career Geoff was known as one of the top speakers in the industry as he has presented to “full houses” at conferences for over 40 years. Additionally, he authored management and wellness columns for websites such as Fitness Management, Fitcommerce, and World Gym as well having his unique community wellness initiatives featured on television and newspapers around the country.

Geoff had a passion for supporting youth programs around the world and worked directly with the Boy’s and Girl’s Clubs in San Diego and Knoxville. His work with the Boy’s and Girl’s Clubs of Tennessee Valley led to the development and implementation of “Commit to be FIT” that was co-sponsored by the Tennessee Department of Health. His passion for supporting youth programs was evident in his published column “Childhood Obesity and Related Ills”.

In his time, Geoff’s consulting work impacted some of the most elite privately owned facilities in the country such as Cederdale, The Bel Air Athletic Club, Colorado Athletic Clubs, McClean Racquet and Health, Ricochet Health and Racquet, and PureFitness Clubs. While Executive Director at the exclusive St. Mary’s Health and Fitness Center, Geoff’s leadership resulted in net membership growth of over 400 memberships from the previous year, doubled personal training revenues, and tripled spa services.

States Active Entities Founder Bobby Verdun:
“There isn’t a successful leader in our industry who didn’t feel the impact of Geoff Hampton. His passion for the industry, support of independent owners, and his ability to communicate set a standard of excellence that hundreds of successful entities followed. He was the very best best of the best and we were so fortunate to have him in our lives. While he is no longer with us, the impact he had on others will live on forever.”

Read more about Geoff’s impact on our team here

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