Matt Aspiotis Morley


Biofit's Founder is a qualified fitness instructor with over 20 years of experience as an amateur athlete, trail runner, swimmer, surfer, martial artist, yogi and 'mover'.

For the past 6.5 years Matt has been Head of Marketing (2010-2014) & Brand Director (2014-today) of Porto Montenegro, a thriving new-build residential and marina village on the Adriatic Coast where he led a 13-person team and managed a EUR 3 million annual budget to deliver over EUR 40 million in annual residential and marina sales while attracting 10,000+ visitors in summer.

He previously spent six years at the hotel, wellness and real estate consultancy Luxury Branding between London and Cape Town, working closely alongside company Chairman Piers Schmidt in advising the executive teams of Armani Hotels, Dorchester Collection, One&Only Resorts as well as numerous SMEs on their business and brand strategy. 

Matt was on the founding team behind the Southern Africa Luxury Association (SALA) in 2010, Founding Editor of the Anglo-Russian lifestyle magazine V V from 2007-2012 and a regular commentator on hospitality, food and wellness for the likes of GQ magazine, Sleeper and Wanted / How To Spent It in South Africa (2001-2015). 

He is multi-cultural, speaks four European languages and have lived in London, Paris, Milan, Cape Town and Montenegro. 

An in-depth interview explaining the genesis of Biofit is available over in the Journal section here.