From Lifeguard to CEO: The Woman Powering Ireland’s Busiest Leisure Centre

"I’d rather be the oldest person in the gym than the youngest in the nursing home."
That’s Lorna Brady’s motto — and she lives by it.

She started out as a lifeguard. Now she’s the CEO of Sportsco, a Dublin fitness centre with:

✔️ 5,500 members
✔️ 27,000 visits a month
✔️ A full wellness offering — from babies to 90-year-olds

In this episode of AIBF Business Talk, Lorna shares:

🛠️ How she led a €13M upgrade without closing a single day
🧠 Why emotional intelligence is her #1 leadership tool
👨‍👩‍👧‍👦 Her dream: a space where families can be well — together
🚀 And why “getting things done” is her superpower

Lorna has just been named AIBF Health & Fitness Executive of the Year 2025 — and once you hear her story, you’ll understand why.

💚 Real leadership. Real vision. Real Lorna.