Main Career:
　　Prior to 2000: Banking, Finance, Industry, Health Care
　　2000-2009: 24 Hour Fitness Europe / SATS Group
　　2009-2012: ACTIC
　　2009-present: Executive Chairman of Nile Experience & Service Design

　　Dag Lee is the Executive Chairman of Nile Experience & Service Design with headquater in Edinburgh, Scotland. Dag has held numerous high-profile executive roles across Europe and North America in healthcare, banking, finance and manufacturing. He has a deep interest in corporate governance and building dynamic teams within organisations. He was the Former Non Executive Member of ACTIC before this September, a leading fitness chain of 140 clubs in Northern Europe. He was the former CEO of SATS, the largest fitness company in the Nordic area, and orchestrated a private equity buy-out in 2002 which was subsequently exited in 2006. He is active on a number of company boards internationally in sectors including health care, fitness, investments, software as a service (SaaS), consulting (experience & service design) and commercial real estate.

His Sessions:
NO.1："Corporate Attraction - how stand out from the crowd – a European Case Study".
　　Creating outstanding value, balancing the short and long term - How to set your organisation apart from the competition by hitting on all your company engine's cylinders.
　　In this session there will be a review of a well-known European Fitness Chain and its development from start-up through management buy-out and ultimate sale. 
Attendees will review the history and learn (both good and bad) about this leading chain and understand the business model and its periodic upgrades, through Branding and Positioning based on your values and not the competition, to Operational Excellence for a 150 club chain consisting of corporate, licensed and franchise clubs.  Discussions will cover:
　　· Concept Development and Market Positioning / Branding
　　· Sustainable business models and pricing using your Brand Strength and Attraction, as well as perceived Quality
　　·  Franchise / licensing / corporate ownership model creation
　　· Corporate Governance promoting agile decision-making and employee development
　　 · Achieving and maintaining Operational Excellence
NO.2："Corporate Governance". Value creation through a strong and transparent framework.
　　In this session the audience will be engaged in how a vision, mission and strategy can be developed, and plans executed and good decisions made through a team approach from the board of directors right down to the teams in a fitness clubs.  Investing in the framework and processes will over time lead to more and better decisions made throughout the organisation, creating value for all stakeholders.  As an added benefit, in an exit situation, having good corporate governance and related documentation will increase the value of your company. About Actic:

　　ACTIC is one of Northern Europe’s leading health and fitness companies. It has about 140 clubs and 195,000 members divided between seven countries. ACTIC offers training for both private individuals and families, as well as companies and public organizations.
About SATS:

　　SATS comprises 110 wholly-owned fitness centres with over 260,000 members in Norway, Sweden, Denmark and Finland. The chain has more than 4,000 employees. SATS is also Europe's third largest fitness provider.