Lift Brands refreshes C-suite in #OneTeam initiative

By Sarah Stowe | 04 May 2021 View comments

Snap Fitness parent Lift Brands has refreshed its C-suite under global CEO Ty Menzies as part of the company’s #OneTeam initiative. 

Menzies said “#OneTeam means that we support each other as a family of team members and franchisee owners. We elevated this by putting people in leadership positions that live our values,” he said.

“We are indeed #OneTeam as we look ahead with new leaders and a new vision for Lift Brands. There’s a lot of excitement around an invigorated direction for our company, and this fine group of leaders will no doubt be an integral part of our growth.”

Executive team

Former Gold’s Gym chief admin officer Paul Early takes on the role of Lift Brands’ chief financial officer. Early has also spent time at Bread Zeppelin Salads Elevated, TGI Friday’s and Carlson Companies.

The new chief marketing officer Rose Minar has had a successful career in hospitality, most recently with the Radisson Hotel Group and Carlson.

Minar will lead strategic brand and marketing initiatives including a global Snap Fitness brand re-positioning.

The new recruits join the existing team of executives at Lift Brands.

Two regional CEOs will oversee operations for Snap Fitness and 9Round in their territories. For Europe, Africa and the Middle East Jon Cottam is named EMEA CEO out of London following the re-acquisition of its Snap Fitness UK and Ireland area developer.

Chris Caldwell is responsible for the Asia Pacific region. Based in Brisbane, Caldwell took on the APAC CEO role last year following the appointment of Ty Menzies as global CEO in June 2020.

Andy Peat is chief product officer and has been with Lift Brands and Snap Fitness his entire career. He previously served as director of Snap Fitness clubs and CEO in Australia and New Zealand.

Last August Alison McElroy was named president of international  in addition to her chief legal officer role. McElroy has been with the company since 2009, previously serving as chief global development officer and senior vice president of strategic relationships and general counsel. 

Rounding out the executive team is chief technology officer Rob Mendel, who has served in his role since 2018 and oversees all systems and IT operations.

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

Development and support

The company has a commitment to infrastructure development, club growth and redesign, innovative product and technology offerings, and franchise support.

As part of this, Lift Brands has employed a team of 10 Snap Fitness Franchise Business Coaches (FBC) in the US and Canada. Internationally, there are 10 additional FBCs that already serve the EMEA and APAC regions.

Brian Tietz, vice president of brand support for Lift Brands, said “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.

“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.”