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Lift Brands elevates executive team with three promotions and one new appointment

Lift Brands elevates executive team with three promotions and one new appointment

The fitness-focused parent company is recognizing talent and bolstering its existing teams.

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Lift Brands, the parent company of Snap Fitness, 9Round, YogaFit, and Fitness on Demand, with a footprint of over 2,000 locations in over 26 countries, is boosting its executive team by promoting three team members and adding a new member to the fitness family’s repertoire.

Ty Menzies, the former CEO of Asia Pacific for Lift Brands, is now the CEO of the parent company and will focus on helping each of the organization’s brands continue to navigate the ongoing pandemic.

To fill Menzies’ shoes, Lift Brands has now appointed Chris Caldwell as CEO of Asia Pacific. Coming off the back of 15 years’ experience in senior executive roles at businesses like Bakers Delight and BOUNCEinc, Caldwell will now oversee club success within Asia Pacific, which includes the launch of Snap Fitness in Japan later this year.

Internally, Lift Brands has promoted Ali McElroy to president, international, and chief legal officer. This comes after McElroy’s position as chief global development officer and chief legal officer, and in her new role, McElroy will be responsible for improving the communication between Lift Brands’ international teams and growing them globally.

Last but not least, former COO of Lift Brands Australia and New Zealand, Andy Peat, is now the group’s chief product officer. Peat’s priority now is to define the Snap Fitness product group, and pinpoint new areas of opportunity where the brand can make an impact in the lives of both members, and franchisees.

To collate development efforts, Lift Brands has adopted a #OneTeam mentality, which encompasses a desire to support all franchisees running small businesses, who are currently trying to weather the COVID-19 storm.

“There has never been a better time for our #OneTeam mentality,” said Ty Menzies, CEO. “Our franchisees are weathering the COVID-19 storm and we continue to support them with a strong leadership team. We think that investing from within allows us to best support our franchise and we are excited to see what the future holds.”

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