Lift Brands Announces New C-Suite To Lead Global Fitness Brands Under #OneTeam

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Lift Brands, the
parent brand to several global fitness brands worldwide
including Snap Fitness®, YogaFit and Fitness On Demand™
and minority partner for 9Round, announces a refresh of its
C-suite executives to lead under the company’s #OneTeam
initiative. The new executives ladder up to Ty Menzies who
was named global CEO last June.

“#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,” said Menzies.
“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.”

In addition to chief legal
officer duties, Alison McElroy was named president of
international last August to lead executive teams globally.
McElroy has been with the company since 2009, previously
serving as chief global development officer and senior vice
president of strategic relationships and general

Paul Early comes on board as Lift Brands’
Chief Financial Officer, most recently coming from Gold’s
Gym as chief administration officer. He has also spent time
at Bread Zeppelin Salads Elevated, TGI Friday’s and
Carlson Companies.

Chief Marketing Officer Rose Minar
joins Lift Brands following a successful career 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

Andy Peat, Chief Product Officer, has
been with Lift Brands and Snap Fitness his entire career. He
previously served as director of Snap Fitness clubs and
Chief Executive Officer in Australia and New Zealand. In his
new role, Peat oversees all member-facing products,
partnerships and overall look and feel of clubs around the

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. With
increased focus on international expansion, Chris Caldwell
takes over as APAC CEO based in Brisbane, and Jon Cottam is
named EMEA CEO out of London following the re-acquisition of
its Snap Fitness UK and Ireland area developer. Both will
oversee operations for Snap Fitness and 9Round in their

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. As such, Lift Brands has created a team of 10 Snap
Fitness Franchise Business Coaches (FBC) in the U.S. 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


About Snap

Snap Fitness helps people create
positive lifestyle habits that make them feel fantastic. As
a 24/7 fitness concept with over 1,000 clubs across the
globe, Snap Fitness offers members the opportunity to see
real results. We provide the latest in fitness technology,
diverse workout options, personal training, and the most
supportive fitness community around the globe. A major
fitness brand since 2003, we continue to evolve sustainably
along with key fitness trends to provide results for every
body. Visit,
or follow us on Facebook,
or LinkedIn.

Lift Brands

Lift Brands is a leading innovator in the
fitness industry as the parent brand to several fitness
franchises and fitness brands worldwide including Snap
Fitness, YogaFit Studios Franchise, Fitness On Demand and is
a minority partner in 9Round global franchise. Lift Brands
delivers results through the most rewarding fitness
experiences in the world and changes lives daily. For more
information on Lift Brands, please visit or

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