Mike Longden

As a child of the 70s, I was born and raised in the small village of Dinas Powys, just outside the Welsh Capital of Cardiff.  From a young age, I have always had a keen interest in advertising.  Even on visits to the cinema, I use to enjoy the adverts almost as much as the feature.  Sad but true. However, it was during my Business degree at the University of Glamorgan, I knew it was the career I wanted. 

Mike LongdenUpon graduation in 1994 I joined car insurer, Admiral.  After a stint in the Sales team, I joined the Marketing team as a Marketing Assistant. Admiral gave me a strong grounding in a highly successful commercial environment and exposure to a wide range of marketing disciplines. Whilst here, I was fortunate to be mentored by some truly inspirational and entrepreneurial leaders. 

Working up to a senior member of the team, I was ready for new challenges. My big break came in 1999 when I was invited join the start-up team for a new brand called elephant.  Together with the 'head elephant' Tanzie Oliver and operations manager Kath Denton, we developed and launched elephant.co.uk in August 2000 - the UK's first complete online solution to car insurance.  It became destined to become the third most visited direct car insurer in the UK.

In late 2001, I was invited to join another new start-up, esure where I became Brand Marketing Manager, responsible for brand development. It was at esure where met the notorious film director, Michael Winner.  "Calm Down Dear... it's only a commercial" was born.  Calm Down Dear fever swept the nation and spawned a number of take-offs and parodies from Chris Moyles to Rory Bremner and even a remix, which you can watch here.  The campaign culminated in esure becoming Runner up at the National Business Awards 2003 in the 'Advertiser of the Year' category.

After three years and all the excitement of working with Mr Winner, I waved good bye to esure and took a year's life changing trip around-the-world, taking in China, South East Asia, Australia, New Zealand, the US and Canada. It was during this trip that inspired my vision to work for myself - but that dream was still a way off.

In late 2005 I arrived back in the UK and joined uSwitch as Head of Brand and Customer Experience.  I was bought in to harness the potential of the uSwitch brand which had grown steadily from its launch in 2000. uSwitch had aspiration to become a major player in the price comparison market, so I set out to develop a brand identity which at the end of 2006 resulted in a vision in blue spandex. The uSwitchers with their mantra of 'Uuuu gotta switch!' were introduced to an unsuspecting public.  You can watch the uSwitchers in action here. I am extremely proud that during my tenure, uSwitch was awarded 'Brand to Watch' by the Superbrands council and 'U gotta switch!' was voted one of the most irritating ad campaigns of 2007 by Marketing Week. My work to be the Ferrero Rocher of the marketing world was complete.

It was in my time at uSwitch that I met Oliver West. I soon discovered that in addition to being a talented web designer, Oliver was a fully qualified Personal Trainer who was developing an idea called iBodz.  What you see here today is the culmination of our vision to be the new force in online personal training.

With Oliver's talent for Personal Training and web design, along with my passion for e-commerce and providing the best customer experience, we hope to offer you a service that is fresh, exciting and above all, effective.  We are, and always will be, committed to help you - our members - to achieve your goal. This will always be OUR goal.

I hope you enjoy your iBodz membership.