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Industry Buzz: In-Shape Health Clubs Hires Former CrossFit Executive

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In-Shape Health Clubs

In-Shape Health Clubs has brought on Bruce Edwards, the former chief operating officer at CrossFit, to serve as its chief growth officer. In this role, Edwards will lead the development and implementation of strategic growth initiatives for the California-based fitness brand.

“At In-Shape, we’re on a mission to motivate people to live happy, fit and healthy,” said Francesca Schuler, the CEO of In-Shape Health Clubs, in a statement. “We’ve become a community destination that positively impacts the lives of the members we serve. Creating a role dedicated to growth was the next logical step in our quest to help even more people.”

In his former role at CrossFit, Edwards was responsible for the growth initiatives of the brand, which grew to more than 15,000 franchisees, or Affiliates, in five years. Prior to his tenure at CrossFit, he was executive vice president of stores, port supply and ecommerce at West Marine. 

“Mr. Edwards’ passion for fitness, people-first leadership approach, [and] experience building community oriented, multi-unit brands and driving growth, will help us accelerate our current expansion plans,” added Schuler. 

In-Shape Health Clubs currently boasts 65 full-service health clubs throughout California. 

“In-Shape’s focus on motivating people, creating communities, building a high-performance team, establishing careers in the fitness industry and driving growth is unique,” said Edwards, in a statement. “It’s a company with soul that knows how to sweat to get the job done, and I like that. I’m looking forward to diving in and working with this incredible team.”

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Rachel Zabonick

Rachel Zabonick is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.

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