Phil Oliver

Owner & Head Coach


CrossFit Level 2 Trainer

CrossFit Football Trainer

CrossFit Kids Trainer

Premier Training diploma in fitness training and sports therapy

Pre and post-natal fitness programme design (fitpro)

Boxercise Instructor

Kick Boxercise Instrctor

Boxercise PersonalTrainer

Advanced Boxercsie Trainer

Personal Nutrition Coach

Juice Performance Olympic Lifting Instructor

Juice Performance Kettlebell Instructor

Emergency First Aid

HYROX coach


My Coaching career started nearly 30 years ago as a Kids Football Coach, running weekend and school holiday Football Camps. I have continued Coaching, running and helping run Kids teams up until last year. A couple of years of Swimming Teaching followed before I moved into Personal Training and Group Exercise in 1996. This led to working in a couple of major Gym Chains as a Personal Trainer and teaching loads of different classes to all levels and abilities, including High Impact Circuits to classes of 100+ people, Boxercise, Kids Fitness, Fitness for the over 60’s, Body Balance. I worked in Cardiac Rehabilitation at my local Hospital for 7 years training patients after Heart attack’s and surgery. 

I love our guys that do competitions and want every member to consider doing one of our inhouse comps to get a feel for that atmosphere. My passion is people that don’t train, used to train and need to get back into it, those with injuries or issues that require more care and attention, the kids, the over 40’s, 50’s, 60’s, 70’s! It’s so interesting doing extra reading and speaking to other experts to find solutions to clients problems. 

The Kids programme I run is great, Duck walk around the gym with a class of 3-4 year olds and try not to pee yourself laughing! At the same time the 70 year old that can’t get out of a chair and struggles to get up the stairs, that now does deadlifts, step-ups, press-ups , skipping and rowing, to me that’s Coaching.

My Quote:

“How Hard Can It Be?”

I discovered CrossFit in 2007 while researching Pull-up programs and saw a video of ‘FRAN’ on YouTube, I was hooked, after a couple of months trying as many CrossFit WOD’s as I could, I booked my level 1 course and flew to San Diego to see what this was all about, I opened CrossFit Wyre Forest in May 2008, when there were only 5 or 6 boxes in the UK, in a tiny 300sq ft unit, in
an old school in Bewdley. Ran classes for 3 or 4 people and built the box from there.

Emma Hollick

CrossFit Level 2 Trainer

HYROX coach

British Weightlifting Coach Level 2

Personal Training Level 3

Emergency First Aid


Emma joined us in July 2020. She has always had a passion for health and fitness which stemmed from starting dancing at the age of 6 and eventually going on to achieve a degree in professional dance. It was a few years later that Emma discovered CrossFit, which completely opened her eyes to a new way of exercising and she quickly fell in love with not only the style of training, but being part of such a great community. Emma started working at a local CrossFit affiliate in February 2019 and then decided to obtain her CrossFit level 1 certificate in early May 2019 which allowed her to start coaching full time. It didn’t take long for Emma to realise this was the right path for her. Emma spends much of her spare time researching, reading and learning to make sure she is constantly working towards bettering herself  as a coach. Emma also programmes and runs our Barbell Club and HYROX classes.


Emma’s Quote:

“Joining the team at CrossFit Wyre Forest was always a dream for me. It not only allows me to continue to learn as a coach but also keep doing what I love. There is no better feeling than watching  members progress and achieve what they once thought was impossible, this is exactly what drives me as a coach. Seeing someone get their first double under or muscle up – I think I get more excited than they do!”

Liz potter

CrossFit Level 1 Trainer

HYROX coach

British Weightlifting Coach Level 1

Personal Training Level 3

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Liz was late getting into fitness. At school she rarely went to P.E unless it was netball. 

In her twenties Liz joined a regular gym and got into the typical thing of steady a cardio and jogging thinking that was the best way to get fit, and that the weights section was for men only. Liz got into CrossFit a few years ago and enjoyed the challenge of the classes and getting to know all the other members she trained with. 

Liz loves being so involved with the box coaching CrossFit and HYROX and also running a successful PT business. She loves seeing her clients achieve much more than they ever thought possible. 



Liz’s Quote:

“You really don’t need to be some sort of ex-athlete to join us and it’s NEVER too late to start!”

Scott Yearsley 

CrossFit Level 1 Trainer

CrossFit Gymnastics Coach

Emergency First Aid


Scott started CrossFit training with us in 2013, always a keen fitness enthusiast, weight training in his teens moving into fell running in his twenties and then later came CrossFit in his thirties. 

Scott’s progression through CrossFit has been outstanding. A strong, fast athlete with excellent gymnastics skills, making the muscle-up look effortless. With his previous teaching experience, his love of CrossFit, and taking his family to the US for the CrossFit games in 2018, progression onto our coaching team was natural and seamless.

Scott has since qualified as a CrossFit gymnastics coach and enjoys programming and delivering our Tuesday evening gymnastic class. 




Scott’s Quote:

“With it’s focus on constantly varied functional fitness, CrossFit gives me the perfect balance and I’m excited to be able to share my passion with the members of CFWF”

Karen simmonds

CrossFit Level 1 Trainer

CrossFit Kids & Teen’s Coach

Emergency First Aid


Karen has always been into sport and it was as a member of the local squash club she heard about the recently opened CrossFit Wyre Forest. She was 47 years old and had never lifted weights. After her first CrossFit class she was totally in awe of all the other members. Winding forward ten years and in 2018 Karen decided to use her love of CrossFit to gain her level 1 cert then later that year her CrossFit kids & teen’s cert also. At present Karen uses her extensive knowledge of sport to programme and delive four mobility classes as well as kids, teen’s and adult CrossFit classes.

As the parent of a CrossFit games athlete Elliott Simmonds and a double British time cycling champion and commonwealth games bronze medalist Hayley Simmonds, Karen would like to think her encouragement and love of sport has contributed to their successes.




Karen’s Quote:

“It’s absolutely right what people say about the CrossFit community, it’s a group of like-minded, welcoming, friendly and encouraging individuals all waiting to help you become the very best version of yourself and I am so happy to be a part of that journey”

Charlene Doherty

CrossFit Level 1 Trainer

CrossFit Gymnastics Coach

hyrox coach

Emergency First Aid


Char joined us in 2020 after moving up to the area from London. She has always been active and into sports, playing GAA for her county back home in Ireland. She started to become more serious about her fitness and took on two half marathons followed by a few fitness competitions between 2012 and 2015. Char watched the CrossFit games in 2015 which changed her entire approach to fitness. She was inspired by what the athletes could do and wanted to do the same! This lead her to cancel her regular gym membership a giving up standard gym style training and began training at her local CrossFit box in London.

The rest is history……….


Char’s first ever CrossFit wod at foundation level was 21-15-9 deadlifts and burpees and she quickly fell in love with this style of training.

Currently Char coaches CrossFit and HYROX classes for us at the box. Her infectious enthusiasm and positivity make for a very upbeat class – you will not be disappointed taking part in one of coach Char’s classes.



Char’s Quote:

“As a regular in Scott’s gymnastics class, I’ve been inspired to take my training further and recently qualified as a crossfit gymnastics coach sparking my passion for helping our members even further”

Ellie moore

CrossFit Level 1 Trainer

Emergency First Aid


Ellie recently joined the coaching team at CFWF after training with us as a member since moving from Worcester to Bewdley. After only training and coaching at one previous box she was a bit unsure as to what a new box would be like. Ellie loves it, with our welcoming and friendly coaching staff and members, so much so it inspired Ellie to get back into coaching.

Ellie has always been involved with sports as her parents threw her into every sport and activity as she was growing up, which gave her the desire to remain fit and active as she is now. She comes form a netball background and has always been a team player and enjoys being part of a solid and supportive community. Following an ankle injury and transitioning into working full time, Ellie has found she has less time for netball but instead found CrossFit which opened her eyes up to a whole new way of keeping fit and constantly challenging herself. She started personal training the age of 19 at David Lloyd where she did 1-1 sessions, spin and Les Mills classes. Ellie has also worked in another smaller studio gym with private clients alongside sports massage, and after obtaining her CF L1 in 2018, began coaching in a CrossFit box in Worcester.

Ellie finds that she has learnt a lot about herself since coaching, it has improved her mindset and helped her face challenges outside of the gym also. As a coach, Ellie enjoys getting to know people and bringing the group together in class despite what version of ‘what’s on the whiteboard’ they’re doing.



Ellie’s Quote:

“For me CrossFit is about turning up whether you feel like it or not and being surrounded by other people who motivate you and push you to challenge yourself in that hour, and you almost certainly never regret coming!”




CrossFit Journal: The Performance-Based Lifestyle Resource

crossfit wyre forest

Unit 1 Forest Industrial Park

Crosbie Grove, Kidderminster

DY11 7FX

07866 634898


Gym H0urs

Monday-Friday: 6.00am – 8.30pm

Saturday: 8.15am – 6.15pm

Sunday: 10.15am – 6.15pm