Country:
Ireland
General Manager of ProFi Fitness School Ltd.
Michael Doocey is the General Manager of ProFi Fitness School Ltd. and has been a key member of the organisation since joining ProFi in 2020. With more than 20 years of experience in the fitness and leisure industry, he brings together extensive coaching knowledge, commercial leadership, business development experience and a strong understanding of the standards required within professional fitness education.
Michael’s primary focus at ProFi is the continued growth and development of the business throughout Ireland. He works closely with gym owners, leisure centres, tutors, students and industry partners to expand ProFi’s national network, establish new training locations and create further opportunities for people to enter and progress within the fitness industry.
A central part of his role involves building lasting professional relationships with gym owners and fitness professionals across the country. By understanding the needs of both employers and students, Michael helps ensure that ProFi’s courses remain practical, relevant and closely connected to the demands of the modern fitness industry.
He also plays an important role in maintaining professional standards and supporting ProFi’s relationship with REPs Ireland. Michael works to ensure that the school’s programmes, assessment processes and student experience reflect the high standards expected of a respected fitness education provider.
Alongside his business development responsibilities, Michael remains closely connected to ProFi students throughout their learning journey. He regularly communicates with students, supports them as they progress through their qualifications and helps connect graduates with gyms, employers and further professional development opportunities.
Michael also works as an exam assessor, assessing future gym instructors and personal trainers as they prepare to begin their careers. His approach extends beyond technical assessment; he places a strong emphasis on practical coaching ability, communication, professionalism and the confidence required to work successfully with clients.
Michael began his career in the fitness industry in 2004 after qualifying as a gym instructor and personal trainer. His early work focused on coaching individuals and competitive teams in strength and conditioning, athletic development and performance. He is also a qualified swimming teacher and swimming coach and became the first qualified Swimsanity Instructor in the Republic of Ireland.
Sport has remained an important part of Michael’s professional life. He has coached Gaelic football at both club and inter-county level in his native County Mayo, gaining valuable experience in leadership, team development and performance coaching.
While managing a gym and leisure centre, Michael completed a Master’s degree in Business Strategy and Innovation Management. This qualification strengthened his expertise in leadership, organisational development, innovation and sustainable business growth all of which now contribute significantly to his role at ProFi Fitness School.
In 2015, Michael co-founded MFitness, an independent gym and coaching facility in County Mayo. As an owner, manager and coach, he has been responsible for developing the business, leading its team, creating successful training programmes and building a strong fitness community.
Since becoming an official HYROX affiliate in 2024, MFitness has hosted numerous HYROX and hybrid-training workshops in collaboration with some of the industry’s leading coaches. Michael and the MFitness coaching team have also helped clients achieve outstanding results in both HYROX and TRYKA events, reflecting his continued involvement in current training methods, endurance development and performance coaching.
This direct involvement in operating a successful gym gives Michael an important perspective in his role at ProFi. He understands what gym owners look for when recruiting fitness professionals, the challenges new instructors face when entering the industry and the practical skills graduates need to build successful careers.
Michael’s Vision for ProFi Fitness School
Michael’s vision is to help establish ProFi Fitness School as one of Ireland’s leading and most respected fitness education providers.
He believes professional fitness education should combine high academic and assessment standards with practical, real-world preparation. Students should leave ProFi not only with a recognised qualification, but also with the knowledge, confidence, communication skills and professional attitude required to succeed in the industry.
His goal is to continue growing ProFi’s presence across Ireland by developing strong partnerships with gyms and leisure facilities, supporting the school’s tutors and students, maintaining recognised industry standards and creating clear pathways from education into employment.
Through his work with ProFi, Michael is committed to strengthening the connection between fitness education and the wider industry—helping students build meaningful careers while providing gyms and communities across Ireland with knowledgeable, capable and professional fitness instructors.
