In 2007, at the tender age of 26, Jonathan Fisher joined Holmes Place as CEO. Founded by his father, Allan Fisher, it was the third time Jonathan was approached to take on the position. The decision was probably right, as Holmes Place now boasts a $250m turnover. Jonathan Fisher brought to the table a large array of skills and an enthusiasm for sports retailing that he developed while working for an offshoot of Holmes Place. In his work at the company, Fisher definitely has shown some slightly less conventionalism in how he runs things, which he probably gained while deeply immersed in yoga and his search for spiritual practices throughout the world. He summed up his philosophy for Holmes Place as follows: “the majority of the population still doesn’t exercise on a regular basis and the industry needs to be more open-minded about what it provides. I feel things will move in a more holistic direction, and I’m proud to be at the forefront of that. We don’t want to be prescriptive; the Holmes Place culture is a way of searching out a variety of solutions. We want our clubs to be supportive, to be a springboard on people’s journeys to getting the best out of life.”