Latest News

Back to Latest News back


Lift Brands announces the executives to lead under its #OneTeam initiative

Lift Brands announces the executives to lead under its #OneTeam initiative
May 5, 2021

Lift Brands - the parent brand to several global fitness brands worldwide including Snap Fitness, YogaFit and Fitness On Demand™ and minority partner for 9Round, has announced 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 Chief Executive last June.

Menzies notes “#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.

“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 counsel.  

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 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 Chief Executive based in Brisbane, and Jon Cottam is named EMEA Chief Executive 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.

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.

Brian Tietz, vice president of brand support for Lift Brands advises “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. 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.”

For more information on Snap Fitness go to; For more information on Lift Brands visit 

Related Articles

26th November 2019 - Lift Brands’ Ty Menzies joins ExerciseNZ board

24th October 2019 - Lift Brands introduces mentoring program to help investors achieve Snap Fitness and 9Round franchise ownership dreams

22nd February 2021 - FRANdata gives Snap Fitness 5-Star franchise rating

27th January 2021 - Snap Fitness starts 2021 with nine new clubs in nine weeks

24th November 2020 - Snap Fitness raises $66,000 to support mental health initiatives

3rd September 2020 - Snap Fitness aims to raise more than $50,000 to support mental health initiatives

20th August 2020 - Snap Fitness strengthens global leadership team

12th August 2020 - Snap Fitness reports rise in club memberships following COVID lockdown

11th March 2020 - Snap Fitness franchisor announces plans for 300 locations in Japan

6th February 2020 - Snap Fitness expands into Tasmania

9th January 2020 - Snap Fitness expands Brisbane Lions partnership

29th November 2019 - Snap Fitness Club defibrillator helps save member’s life

22nd October 2019 - Snap Fitness launches five new clubs in five weeks

9th October 2019 - Snap Fitness backs Mental Health Awareness Week

31st January 2019 - New leadership for Snap Fitness and Fitness on Demand to drive new ‘strategic vision’

21st September 2018 - Snap Fitness franchises around the world to use Myzone technology

31st August 2017 - Snap Fitness offers ‘less intimidating environments’ for older exercisers

Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.


supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Pricemark Pty Ltd

Pricemark supplies a wide range of custom branded membership & RFID access products for the Health & Leisure Industry. 

read more




SPORTENG specialises in the Planning, Design and Construction inspection of Fields of Play for all sports. Blending engineering with the specialist knowledge gained from working closely with sport…

read more

Consultants / Recreation / Sport / Surfaces / Venues



Swimplex Aquatics are a world-class company dedicated to the commercial pool, waterslide industry. We are Australian market leaders servicing all states Australia wide. Swimplex provide a full…

read more

Aquatics / Attractions / Design / Play / Waterparks



Track. Engage. Retain GreeneDesk is a suite of cloud based software solutions helping health clubs, leisure centres and swim schools to effectively track progression, improve customer engagement and…

read more

Aquatics / Billing / Education / Fitness / Technology


APT Asia Pacific Pty Ltd

APT (Advanced Polymer Technology) is the leading global manufacturer of polyurethane-based materials, acrylic coatings and synthetic turf products for sporting and recreational applications. From…

read more

Environment / Sport / Surfaces / Technology



A leading designer and manufacturer of innovative waterslides and attractions, Australian Waterslides and Leisure (AWL) is also able to advise clients in the areas of concept and design, feasibility…

read more

Aquatics / Attractions / Play / Waterparks


Abel Sports

INTRODUCTION Abel Sports is Australia’s leading manufacturer and suppliers of Goal Posts, sports ground safety netting systems and coaches boxes for Stadiums ,Sports Clubs, Councils and…

read more

Recreation / Sport / Venues



Developed in Europe, this innovative system offers a safety management solution for swimming pools that checks individual swimmers via their wristband - monitoring their depth and time. Sensors…

read more

Aquatics / Hospitality / Safety / Technology / Waterparks


get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business