Fitness Ventures announced the promotion of Bryan Thomas to chief fitness strategy officer, a key executive leadership role responsible for shaping the national fitness strategy and driving long-term revenue growth across the company’s personal training and fitness services.
Since joining Fitness Ventures in 2018, Thomas has played a pivotal role in transforming the company’s fitness division into one of the largest and most successful in the Crunch Fitness system. Under his leadership, personal training revenue has grown to represent a substantial percentage of total company revenue — establishing fitness as a critical growth engine and strategic differentiator across the organization.
In his new role, Thomas will oversee national sales performance, pricing strategy, service innovation and long-term business planning. His focus will be on expanding scalable systems, enhancing member experience, and aligning cross-functional teams to accelerate performance and value creation across all locations.
Thomas has been a core member of the leadership team during two successful private equity transactions, a rare achievement that highlights his business acumen and deep understanding of fitness operations, sales metrics and team development. His ability to pair visionary thinking with operational excellence makes him uniquely qualified to lead Fitness Ventures’ next phase of growth.
“Bryan’s impact on our business has been extraordinary,” said Brian Hibbard, the CEO of Fitness Ventures. “From scaling our fitness division to guiding us through major strategic milestones, he has consistently demonstrated exceptional leadership, strategic insight, and an absolutely relentless drive for results. Bryan lives up to our “Warrior Spirit” core value on a daily basis. We’re excited to see what’s next as he steps into this critical role.”
As chief fitness strategy officer, Thomas will continue to serve on the executive leadership team and represent the fitness division in enterprise-level planning, innovation and board-level reporting.
