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Lift Brands Promotes From Within For New CEO

Lift Brands, parent company of Snap Fitness, 9Round and Fitness on Demand, has named Ty Menzies, former CEO of Asia Pacific, as CEO of Lift Brands, the Chanhassen, Minnesota-based company announced.

Ty Menzies Promoted to Lift Brands CEOMenzies took on the CEO role on June 1 after Weldon Spangler, who had been named Lift Brands CEO in September 2019, left the company to go back into the food and restaurant business, a company spokesperson told Club Industry.

The company also promoted Ali McElroy from chief global development officer and chief legal officer to president, international and chief legal officer for Lift Brands, while moving Andy Peat from the role of COO of Lift Brands for Australia and New Zealand to the role of chief product officer.

Menzies will focus on helping each brand navigate business obstacles in the midst of COVID-19.

McElroy is responsible for improving communication with international teams and growing the group of fitness brands globally.

Peat’s main role is to define the Snap Fitness product group and pinpoint areas of opportunity for the brand to make an impact in the lives of franchisees and members.

Chris Caldwell has been brought in from outside the company to take over Menzies’ former role as CEO of Asia Pacific. He will lead the launch of Snap Fitness in Japan later this year.

During the past 15 years, Caldwell has served in senior executive roles at a variety of businesses and franchise organisations, including Bakers Delight, Pie Face, Lenard’s Chicken and BOUNCEinc.

“There has never been a better time for our #OneTeam mentality,” Menzies said in the announcement. “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.”

Lift Brands leadership team has rolled out a partnership between Snap Fitness and FitnessOnDemand that offers free access to the virtual fitness platform for members looking to stay fit, stay healthy and stay home during COVID-19 pandemic. Lift Brands has more than 2,900 franchisees.

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