Maksim Mijovic
Head of Data Science @David Lloyd Clubs
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WORK HISTORY
Head of Data Science @David Lloyd Clubs
GB
Scaled a commercially focused Data Science function from the ground up, growing to a 4-person team by delivering revenue-generating solutions — including pricing optimisation work that contributed to £2.5m in incremental revenue annually. Designed and deployed production-grade machine learning models in Azure to drive high-value initiatives - including prioritising new site acquisition with an in-house whitespace model used in board-level investment decisions. Created Bridge to Greatness, a generative AI tool that processes monthly member comments, co-designed with frontline teams to ensure usability. Embedded in PowerBI, it enables faster, more accessible decisions by surfacing actionable insights at scale.
EDUCATION
Imperial College London
Master of Science (MSci), Mathematics
UCL Institute of Education
PGCE (Teach First), Education
SKILLS
ABOUT MAKSIM MIJOVIC
I’m a commercially focused data science leader with a track record of driving measurable business outcomes through intelligent use of data. At David Lloyd Clubs, I have built the Data Science function from the ground up — now a well-regarded, four-person team that delivers high-impact solutions across pricing, investment, and operations. Led the transformation of our member pricing strategy, introducing machine learning and optimisation models that now contribute over £2.5m in incremental revenue annually — part of a wider pricing initiative that forms the company’s largest annual EBITDA lever. Developed the Whitespace Model, now used at board level to guide new site acquisition decisions, replacing external vendors with a more accurate, transparent in-house tool. Created Bridge to Greatness, a tool underpinned by generative AI that categorises over member comments each month so that frontline teams to make faster, more informed decisions through insights that are easier to access and act on, directly within PowerBI.Beyond technical delivery, I’m passionate about: Helping my team grow — not just in skills, but in confidence, visibility, and impact. Translating complexity into clarity for executive decision-makers. Embedding data-driven thinking into the fabric of the business.Ask me about using data science to solve commercial problems, how to tell stories with data, or the short film I made!
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