global franchise newsletter sign up graphic

Stay in the know and receive the latest international franchising news, insight and investment opportunities

close catfish

Lift Brands announces new C-suite to lead international concepts under #OneTeam initiative

Lift Brands announces new C-suite to lead international concepts under #OneTeam initiative

The new executives will continue the franchisor’s ongoing development and growth.

Keep up to date with the latest Global Franchise News sent straight to your inbox. Sign up here.

Lift Brands, the parent company of Snap Fitness, YogaFit, and Fitness On Demand, as well as a minority partner for boutique boxing concept 9Round, has announced a refresh of its C-suite executives to lead the organization’s #OneTeam initiative.

The new executives will report to Ty Menzies, who was named global CEO in June 2020.

“#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.”

Alison McElroy was named president of international last August, to lead executive teams globally. This is in addition to her chief legal officer duties. She has been with Lift Brands since 2009, previously serving as chief global development officer and senior vice president of strategic relationships and general counsel.

Paul Early has joined Lift Brands as the organization’s chief financial officer, having most recently worked as Gold’s Gym’s 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 re-positioning.

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 world.

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 regions.

For the next several years, much of Lift Brands’ strategic plan revolves around its commitment to infrastructure development, club growth and redesign, product and technology offerings, and franchise support.

As such, the organization 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.

“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.”

you may be interested in

franchise directory

  • TaxAssist Accountants

    Business & Professional Services, Financial Services, <100K, Featured

  • Cafe2U

    Food & Catering, Coffee, Take-away, <100K, Featured

  • 800 Pizza

    Food & Catering, Fastfood, Pizza, Take-away, Featured

view more
Connect with Linkedin Logo
Global White Logo Click Here
Close button


Any of the information we collect from you may be used in one of the following ways: To personalize your experience (your information helps us to better respond to your individual needs) To improve our website (we continually strive to improve our website offerings based on the information and feedback we receive from you) To improve customer service (your information helps us to more effectively respond to your customer service requests and support needs) To process transactions your information, whether public or private, will not be sold, exchanged, transferred, or given to any other company for any reason whatsoever, without your consent, other than for the express purpose of delivering the purchased product or service requested. To administer a contest, promotion, survey or other site feature To send periodic emails The email address you provide for order processing, will only be used to send you information and updates pertaining to your order. Note: If at any time you would like to unsubscribe from receiving future emails, we include detailed unsubscribe instructions at the bottom of each email.


We implement a variety of security measures to maintain the safety of your personal information when you place an order or enter, submit, or access your personal information We offer the use of a secure server. All supplied sensitive/credit information is transmitted via Secure Socket Layer (SSL) technology and then encrypted into our Payment gateway providers database only to be accessible by those authorized with special access rights to such systems, and are required to keep the information confidential. After a transaction, your private information (credit cards, social security numbers, financials, etc.) will not be stored on our servers.


Yes (Cookies are small files that a site or its service provider transfers to your computers hard drive through your Web browser (if you allow) that enables the sites or service providers systems to recognize your browser and capture and remember certain information. We use cookies to help us remember and process the items in your shopping cart, understand and save your preferences for future visits, keep track of advertisements and compile aggregate data about site traffic and site interaction so that we can offer better site experiences and tools in the future. We may contract with third-party service providers to assist us in better understanding our site visitors. These service providers are not permitted to use the information collected on our behalf except to help us conduct and improve our business.


We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information. This does not include trusted third parties who assist us in operating our website, conducting our business, or servicing you, so long as those parties agree to keep this information confidential. We may also release your information when we believe release is appropriate to comply with the law, enforce our site policies, or protect ours or others rights, property, or safety. However, non-personally identifiable visitor information may be provided to other parties for marketing, advertising, or other uses.


Occasionally, at our discretion, we may include or offer third party products or services on our website. These third party sites have separate and independent privacy policies. We therefore have no responsibility or liability for the content and activities of these linked sites. Nonetheless, we seek to protect the integrity of our site and welcome any feedback about these sites.


We are in compliance with the requirements of COPPA (Childrens Online Privacy Protection Act), we do not collect any information from anyone under 13 years of age. Our website, products and services are all directed to people who are at least 13 years old or older.


This online privacy policy applies only to information collected through our website and not to information collected offline.


Please also visit our Terms and Conditions section establishing the use, disclaimers, and limitations of liability governing the use of our website at


By using our site, you consent to our online privacy policy.


If we decide to change our privacy policy, we will post those changes on this page


If there are any questions regarding this privacy policy you may contact us using the information below. All correspondence relating to the Website should be sent to: Global Franchise 21/23 Phoenix Court Hawkins Road Colchester Essex CO2 8JY Email: