Peter Taunton Transitions to Advisory Role at Lift Brands

Peter Taunton transitions to advisory role at Lift Brands

Lift Brands announced its founder and CEO, Peter Taunton, is stepping down from day-to-day management of the company’s five fitness brands, which includes Snap Fitness, 9Round, YogaFit Studios, Steele Fitness, and Fitness On Demand.

Effective January 1, 2019, Taunton transitioned to non-executive chairman of the Lift Brands board, and will take on a strategic advisory role.

In the interim, Lift Brands COO Tom Welter will lead the brand as it searches for a new CEO.

“We thank Peter for his leadership and dedication to Lift Brands, which has spanned more than 30 years,” said Welter, in a statement. “Peter has distinguished himself in the global fitness arena by licensing multiple brands, innovating in the health and wellness space and focusing on relationships with our global franchise community.”

Taunton founded Snap Fitness, a 24/7 fitness franchise, in 2003. He then founded Lift Brands in 2014, under the tagline “elevated wellness companies.” Today, Lift Brands has more than 2,000 franchise locations across 27 countries.

“My personal journey has been a remarkable and gratifying one,” said Taunton, in a statement. “I’m extremely proud of the company’s growth and the talented leadership team. Building and handing off a company to capable hands is the dream of every entrepreneur. The future for Lift Brands is incredibly bright.”

In addition to announcing Taunton’s new role, Lift Brands also revealed its plans for 2019, which include new club designs and a greater focus on functional fitness and High-Intensity Interval Training.

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