Lift Brands Adds to Its Executive Team, Creates Franchise Coach Program for North America

Company adds three new leadership team members and creates franchise coaching program in the United States and Canada.(Photo courtesy Lift Brands.)

Lift Brands, Chanhassen, Minnesota, has added new members to its executive team almost a year after naming Ty Menzies as its global CEO in June 2020, the company announced. It also has added a business coaching program for franchisees in the United States and Canada.

Lift Brands is the parent brand to global fitness brands worldwide that include Snap Fitness, YogaFit and Fitness On Demand. It also is a minority partner in 9Round.

Paul Early, who had been chief administration officer at Gold’s Gym, joins Lift Brands as chief financial officer. He has also spent time at Bread Zeppelin Salads Elevated, TGI Friday’s and Carlson Companies. 

Rose Minar joins Lift Brands as chief marketing officer. Previously, she worked in hospitality, most recently with the Radisson Hotel Group and Carlson. At Lift Brands, Minar will lead strategic brand and marketing initiatives including a global Snap Fitness brand re-positioning. 

Jon Cottam has been named EMEA CEO out of London after the re-acquisition of its Snap Fitness UK and Ireland area developer. He will oversee operations for Snap Fitness and 9Round in his region.

These three join the rest of what Lift Brands is calling its #OneTeam.

In June 2020, Alison McElroy was promoted from chief global development officer to president of international, where she leads executive teams globally. She continues in her role as chief legal officer to Lift Brands.

Also in June, Andy Peat was promoted to chief product officer. He has been with Lift Brands and Snap Fitness for his entire career, previously serving as director of Snap Fitness clubs and CEO in Australia and New Zealand. In his role as chief product officer, Peat oversees all member-facing products, partnerships and overall look and feel of clubs around the world.

Rob Mendel has served in the role of chief technology officer since 2018 and oversees all systems and IT operations.

Chris Caldwell took on the role of APAC CEO after Menzies’ appointment to CEO. Caldwell is based in Brisbane, Australia, and oversees operations for Snap Fitness and 9Round in that region.

Vice President Uday Anumalachetty leads Fitness on Demand, which promotes virtual fitness programs and offerings.

Much of the company’s strategic plan for the next several years revolves around its commitment to infrastructure development, club growth and redesign, innovative product and technology offerings, and franchise support, according to the company. As such, Lift Brands has created a team of 10 Snap Fitness Franchise Business Coaches (FBC) in the United States and Canada that oversee regions of club managers and franchisee owners. Coaches use their knowledge of fitness operations and staff resources to counsel and advise franchisee owners to improve their membership sales and grow their businesses. Internationally, there are 10 additional FBCs that already serve the EMEA and APAC regions.

“The FBC team is created out of a need to offer consistent, ongoing support to the people who make our business run – our franchise owners,” said Brian Tietz, vice president of brand support for Lift Brands. “Several coaches have owned or currently own clubs themselves and know what it takes to succeed. They’re up to speed on industry trends, have served in the industry for years, and act as tremendous mentors for owners who want to grow their business and retain their members. We’re excited to see this team do great things.”

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