Lift Brands is an international franchise organization and leading innovator in the fitness industry.

Ty Menzies is the Global CEO of Lift Brands and a passionate leader in the health and wellness space. His journey began on the gym floor as a personal trainer, eventually progressing into club management roles across Australia, New Zealand, and the UK. By his early twenties, Ty was a multi-unit gym owner, giving him firsthand experience of what it’s like to be a franchisee—insight that continues to shape his leadership today. After successfully growing and repositioning Snap Fitness Australia & New Zealand, Ty was appointed Global CEO in 2020. Since then, he’s led the global evolution of the Snap Fitness brand, bringing renewed clarity, consistency, and relevance to its positioning across markets. Ty is a strong believer that culture is the ultimate driver of performance. He launched Lift Brands’ OneTeam approach—built around the belief that we’re all in this together—to unify and inspire the network. With a deep understanding of franchising, a sharp commercial mindset, and a people-first leadership style, Ty remains focused on empowering franchisees, teams, and members to live happy and healthy lives.

Paul started with Lift Brands as Chief Financial Officer in January 2021, and became Chief Administrative Officer in July that same year. He oversees all human resources, IT, legal, financial, and operations services functions at the company. From October 2019 to January 2021, Paul served as Chief Administration Officer for Gold’s Gym (acquired by RSG Group, Inc. in August 2020) in Dallas, TX. From March 2017 to October 2019, he was Chief Financial Officer for Bread Zeppelin Management a fast-casual restaurant chain based in Dallas, TX. Before that, Paul was Vice President, Corporate Development for TGI Fridays, based in Dallas, TX.

Rose Minar has almost 20 years of experience in hospitality marketing and brand strategy with leading global companies like Carlson Inc., Radisson Hospitality Inc. and Conrad Hotels and has successfully led and inspired diverse brand, marketing and commercial teams across Europe, Middle East & Africa, Asia Pacific and the United States of America. Her education and upbringing in Europe, extensive international travels and a permanent base in the USA for more than five years, have given her the truly global mindset and experience needed for driving global, regional and local brand strategies and marketing initiatives. Rose played a leading role as the co-chair of the global steering committee of building and launching the Radisson Hotel Group – uniting two industry icons Carlson (USA/Asia Pacific) and Rezidor (EMEA) – to go to market as one international company. Under the leadership of a new global Chairman & CEO, and ownership of Jin Jiang Hotels, Rose helped define and articulate all the vital elements of the corporate and individual global hotel brand architecture (eight brands). She is also fluent in English, French and Dutch.

Andy serves as the CEO of Fitness On Demand. With over 15 years of experience in the fitness industry, ranging from in-gym to the technology side of the business, Andy brings a wealth of knowledge to the business. He began his career in New Zealand as a personal trainer, and quickly grew to love the business side of the fitness industry, so he pivoted his attention to learn how to sell memberships. Since then, he has worked at Snap Fitness as a club manager, franchise sales manager, and Chief Executive Officer. When the AU/NZ master franchise was acquired by Lift Brands, he took on the role of COO for Lift Brands Asia Pacific, expanding the business’s reach into Asia and across AU/NZ. In 2020, Andy became the Chief Product Officer for Lift Brands in the Chanhassen, Minnesota office, where he launched the Snap Fitness member app while running the club design, membership sales, onboarding, and retention strategy. In 2022, Andy moved into the role of CEO at Fitness On Demand, where he will continue to grow the business through cutting edge technology and strategic partnerships.

Adreanne Hoppe is an accomplished professional with extensive experience in sales, marketing, product management and IT. Adreanne’s passion for technology has been a driving force throughout her career. Her ability to translate needs from business units to IT departments allows her to efficiently integrate and manage technology solutions to improve operational efficiency and drive growth for Lift Brands. She recently led Lift Brands through the fitness industry’s largest club management software migration and is excited to continue to streamline processes and improve the franchisee and member experience.

Chris Caldwell serves as the CEO of the APAC region for Lift Brands where utilizes his extensive professional experience and personal passion to be healthy. He started his career working in gyms and multi-purpose sporting complexes, and then moved into professional sports administration with the Australian Hockey Team and Essendon Football Club. In 2001 Chris moved into the entertainment and retail industry with a focus on multi-site franchise and licensee systems. During the past 15 years, Chris has been the CEO/GM of businesses including Bakers Delight, Pie Face, Lenard’s Chicken and BOUNCEinc., all exposing Chris to extensive business dealings across Asia Pacific, North America and the Middle East.

Kevin Yates has a career spanning nearly three decades at board-level and senior management within the leisure and marketing industries. He has spearheaded four unique businesses, including founding the TRIB3 group across the UK, Ireland, Europe & China. Kevin leads the EMEA business as CEO, overseeing all areas of the business with particular focus on both on club-level brand performance and brand development—ensuring that we continue to aggressively grow the Snap Fitness brand across the region.

Brian Tietz serves as the President of Franchise Operations in the Americas region of Lift Brands, bringing almost 30 years of fitness industry experience to the business. Throughout his career, Brian has built high-performing teams and businesses at Life Time Fitness, LA Fitness, and Velocity Sports Performance. With over 20 years at Life Time Fitness, Brian helped recover underperforming locations and implement training and infrastructure to sustain year-over-year growth. He also co-created their first large group training offering that is now a standard within the organization. At Lift Brands, Brian brings to life his passion for service as the foundation of his work, revitalizing the Snap Fitness brand and growing unit level economics for the franchise system. His coaching, accountability, and leadership style have allowed for year-over-year growth in numerous areas while building the #OneTeam culture within the organization.

Michael started with Lift Brands in January 2018. He previously held roles as Law Clerk, Corporate Counsel, and Senior Counsel, and currently serves as the Vice President of Legal and Franchise Administration. Michael earned his law degree from the University of St. Thomas School of Law and is admitted to practice in the State of Minnesota. Michael oversees contracts and legal matters across the business, providing practical guidance to support Lift Brands’ operations and growth.