The Partners
Amber Leisure Partners brings together experienced commercial, operational and sector specialists with backgrounds across leisure, wellness, fitness, sales & marketing , architecture, development and business growth.
Gary Marshall
Gary Marshall has over 38 years of experience creating, developing and delivering luxury lifestyle, hospitality, leisure and wellness brands across the UK and internationally. Following graduation from the University of Nottingham, he worked with leading London creative agencies before establishing his own consultancy businesses.
Gary's career spans luxury retail, hospitality, hotels, residential development and branded real estate. At the age of 33, he joined the board of Harrods, where he led the design and implementation of over 100,000 sq ft of retail space and oversaw relationships with some of the world's most recognised luxury brands, including Gucci, Dior, Prada and Tom Ford.
His experience includes projects for Hilton, Marriott, Mandarin Oriental, Barclays, Aramark, Compass and Sodexo, alongside the development of luxury hotels, high-end residential properties and international hospitality concepts. More recently, Gary has worked extensively within branded real estate and luxury wellness, delivering award-winning fitness and spa environments for operators including Third Space.
At Amber Leisure Partners, Gary brings a unique combination of brand development, customer experience, commercial thinking and project delivery expertise, helping clients create destinations that are both distinctive and commercially successful.
Alicja Radwanska
Alicja Radwanska is a senior business strategist and marketing executive with more than 25 years of international experience spanning strategic marketing, brand development, business transformation and commercial growth.
Throughout her career, she has worked across more than 20 industries, advising CEOs, leadership teams and organisations at various stages of development. Her experience includes building and repositioning brands, developing market-entry and growth strategies, strengthening customer propositions and aligning marketing investment with wider commercial objectives.
Alicja brings an independent, customer-led perspective to leisure, wellness and fitness projects. She works alongside investors, operators and project teams to assess market demand, define target audiences and propositions, and ensure that customer experience, brand positioning and commercial strategy are fully aligned.
Her role is to challenge assumptions before they become costly decisions. She evaluates whether a concept is genuinely differentiated, whether it addresses real customer needs, how it will compete within its market and whether growth expectations are commercially realistic.
Drawing on extensive experience across international markets and complex organisations, Alicja combines strategic insight with practical execution, helping clients turn research, ambition and ideas into clear positioning, informed decisions and commercially sustainable growth.
Gary Knill
Gary Knill is a highly respected fitness and leisure industry professional with more than 45 years of international experience spanning Europe, the Middle East, and Asia. Throughout his career, he has successfully led club operations, equipment sales, and large-scale fitness business developments across multiple global markets.
Recognised for his expertise in strategic planning, business start-ups, and the implementation of operational systems and procedures, Gary has played a pivotal role in shaping successful fitness ventures from concept to execution. His hands-on leadership style and commercial insight have enabled businesses to achieve sustainable growth and operational excellence.
Among his most notable achievements was establishing the Middle East’s first franchise operation with Fitness First. Under his leadership, more than 20 fitness clubs were developed across five countries within just five years a landmark accomplishment in the region’s fitness industry.
Now based in the U.K. Gary continues to provide consultancy services to fitness and leisure projects worldwide, offering decades of practical expertise, strategic guidance, and industry knowledge to operators, investors, and emerging businesses.
Austen Moore
Austen Moore has spent more than 20 years helping businesses achieve sustainable commercial growth across the wellness, fitness and leisure sectors.
His experience spans business ownership, commercial leadership, sales, marketing, SaaS and operational delivery, giving him a broad understanding of what drives long term commercial success. Throughout his career he has built and scaled businesses, developed multi million pound sales pipelines, created recurring revenue models and led commercial projects from initial concept through to delivery.
Working alongside investors, developers, operators and local authorities, Austen helps organisations challenge assumptions, strengthen commercial thinking and make informed investment decisions. His ability to combine strategic insight with practical experience enables him to identify opportunities and risks before they become costly problems.
Austen believes every successful project begins by asking the right commercial questions. Is there genuine customer demand? Is the proposition commercially viable? Will the business generate sustainable revenue? Have the key assumptions been rigorously challenged? Most importantly, what will drive long term commercial success?
His approach ensures that commercial viability sits at the heart of every decision, helping clients build businesses that are commercially resilient, financially sustainable and positioned for lasting success.
Graham Baker
Graham is an experienced leisure and hospitality operator with over 20 years of leadership experience across hotels, family entertainment centres, immersive gaming attractions, and experiential leisure businesses.
Having progressed from frontline management to Director-level leadership, Graham has built a reputation for driving operational excellence, developing high-performing teams, and creating customer experiences that deliver measurable commercial results.
Most recently, Graham served as Director of Operations for Activate Games, overseeing operations across 21 locations throughout Canada,UK and the United States. His responsibilities included operations, customer care, facilities, health and safety, training, performance management, and new store openings. During this period, he led major operational improvement initiatives, developed company-wide operating procedures, implemented KPI frameworks, and supported rapid multi-site expansion.
Graham specialises in operational strategy, guest experience, venue mobilisation, team development, and scaling leisure businesses for sustainable growth. His practical, hands-on approach enables operators to bridge the gap between strategic ambition and operational execution, helping businesses improve performance while enhancing the customer experience.
Varinder Singh
Varinder Singh is a technology strategist, entrepreneur, and senior advisor with over 30 years of experience helping organisations leverage technology to drive growth, improve operational performance, and enhance customer experiences. He specialises in aligning business objectives with practical technology strategies that deliver measurable commercial outcomes.
As the Founder and CEO of Sentinel Fitness, Varinder has led the development and deployment of technology solutions supporting fitness and service-based organisations across multiple international markets. His experience spans digital transformation, customer engagement platforms, CRM strategy, business process optimisation, cloud technologies, data analytics, and organisational scalability.
Throughout his career, he has worked closely with business owners, executive teams, and operational leaders to modernise systems, streamline processes, and implement technology initiatives that improve efficiency, increase revenue opportunities, and support long-term growth. His ability to bridge the gap between business strategy and technology execution has made him a trusted advisor for organisations navigating change and pursuing innovation.
Varinder brings a commercially focused perspective, helping organisations translate technology investments into sustainable business value and competitive advantage.
