Lift Brands made an announcement that three members who are part of its team would be making the transition by entering into new executive roles, apart from adding another executive talent onto the fourth role and that they would be forming part of a global leadership team that holds more than 40 cumulative years of experience within Lift Brands. It is also the parent company of businesses that are engaged in fitness such as Snap Fitness, Fitness on Demand as well as 9round.

Ty Menzies, the CEO of Lift Brands had earlier served as the CEO of Asia Pacific. His role would be to focus on helping every brand navigate various obstacles faced in business at the time of the COVID-19 pandemic. Ali McElroy, who had formerly served as the Chief Global Development Officer as well as Chief Legal Officer will be taking over as President, International & CLO for Lift Brands. This role would require McElroy to handle the responsibility of improving communication with the international teams, apart from growing the group of fitness brands all over the world. Andy Peat has currently been appointed as the Chief Product Officer. He had earlier served as COO of Lift Brands for Australia and NewZealand. The main role of Peat would be to define the Snap Fitness product group, apart from pinpointing areas where opportunity is available for the brand to bring an impact onto the lives of members and franchisees.

Chris Caldwell was chosen by the leadership team to lead Lift Brands as CEO of Asia Pacific. His main role would be to focus on club success in these regions. Moreover, he will be focusing on leading Snap Fitness’s launch in Japan later during the year. Since the past 15 years, Caldwell has served for several diverse businesses as well as franchisee organizations in senior executive roles, wherein he had been instilling confidence and providing the momentum. Some of the organizations where he had served were Bakers Delight, Lenard’s Chicken and BOUNCEinc.

In spite of the fact that the pandemic has affected businesses, Lift Brands has been devoted to investing in its team members. Additionally, the Company has adopted a #OneTeam mentality and is determined to offer support for its franchisees who have been running small businesses and coping with the economic problems caused by Coronavirus pandemic.

With growing concerns over coronavirus and social distancing efforts that are being suggested, Lift Brands have offered their support to fitness enthusiasts. They have rolled out a partnership between Snap Fitness and FitnessOnDemand, which offers access to the virtual fitness platform free of cost for all the members who have been wanting to remain healthy and fit at home during such periods of uncertainty.


The information contained in this article is for educational and informational purposes only and is not intended as a health advice. We would ask you to consult a qualified professional or medical expert to gain additional knowledge before you choose to consume any product or perform any exercise.


A Journalist with a passion for writing articles covering specific areas related to fitness, technology, healthcare and nutrition.

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