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

Our global teams deliver results through the most rewarding fitness experiences in the world, changing lives daily.

About Us

As the parent brand to Snap Fitness and FitnessOnDemand — and minority partner in 9Round and Fitstop — we strive to create meaningful experiences for our franchisees, employees and members. Each company in our portfolio has its own unique specialty that helps create the foundation for physical and mental wellness. 

Our leadership team has decades of experience in fitness, hospitality and business management. Many started their careers as club owners or personal trainers themselves, so they have a deep knowledge of what it takes to build a strong company.

Our Executive Team

Ty Menzies

Global Chief Executive Officer

With a passion for health and wellness, Ty started his career in personal training progressing into membership sales both in Australia and New Zealand. That led to his first franchise experience as the club manager for a full-service Gold’s Gym in North West London. Returning to Australia, Ty purchased and established three new franchised EFM Health Clubs and added two independent clubs to the mix. Upon selling out of the majority of his holding, Ty went on to further study his MBA at the Australian Institute of Business. It was then that the master franchisors for Snap Fitness Australia and New Zealand came calling. Ty soon after moved into the role as CEO for Australia, then took on the role as the Asia Pacific CEO. Through Ty’s clear results in the APAC business and true passion for the Lift Brands family of companies, he was asked to step in as Global CEO for Lift Brands in June 2020 and is now based from the global headquarters in Chanhassen, Minnesota.

Paul Early

Chief Administrative Officer

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 Gym International, Inc (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, LLC a fast-casual restaurant chain based in Dallas, TX. Before that, Paul was Vice President, Corporate Development for TGI Fridays, Inc. based in Dallas, TX.

Rose Minar

Chief Marketing Officer

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 Peat

Chief Product Officer

Andy is Chief Product Officer at Lift Brands Inc with over 15 years’ experience in the fitness industry. Coming from New Zealand he started his career as a personal trainer but quickly grew to love the business side of the industry and pivoted his attention to learn how to sell memberships. Andy was a member of the master franchise group who began Snap Fitness in Australia and New Zealand in 2009. During this journey he moved up the ranks holding numerous roles including club manager, franchise sales manager and Chief Executive Officer all over a 9 year period taking the brand from one club to over 280 before the business was acquired in 2018 by Lift Brands INC. He then took on the role of COO for Lift Brands Asia Pacific and helped the company expand its reach into Asia along with growing the 9Round brand within AU/NZ. In late 2020 Andy moved into a newly created role of Chief Product Officer for Lift Brands Inc. Focusing on the technology, club design, member retention, equipment and member experience Andy is helping bring Snap Fitness into the modern world and grow its global footprint into more countries.

Rob Mendel

Chief Technology Officer

Rob has been at the helm of Lift Brands’ technology department since 2018. Before that, Rob spent time as an advisor and integrator, as well as chief operating officer at companies like RTX Solutions, AVISTA and others. Rob is an exceptionally talented leader and change agent when it comes to coaching and motivating teams. He has a degree from the University of Wisconsin-Madison.

Uday Anumalachetty

Vice President, FitnessOnDemand

Uday Anumalachetty is a seasoned international fitness industry executive with two decades of broad ranging leadership, business management and product development and innovation experience. Under his leadership as divisional vice president, FitnessOnDemand has cemented its position as an industry leader in the curation and provision of the world’s best fitness and wellness content, and it has seen continued growth across FOD’s domestic client portfolio of leading fitness centers, clubs, luxury multi-family residential developments, commercial campuses and the hospitality sector as well as seeing growth internationally with the appointment of business development leads in the United Kingdom and Australia. Uday also championed and led the development of FLEX by FitnessOnDemand, the company’s proprietary mobile delivery platform for providing content, classes and works wherever club customers and other users choose to work out. Before joining FitnessOnDemand in 2017 to lead product design and development, Uday held senior positions in technology and product design in Minnesota and Colorado.

Jon Cottam

CEO, EMEA

Across the last 17 years, Jon has been leading innovation and business performance across multi-site fitness concepts. After starting his career in personal training, he quickly progressed to management, working across a number of high-profile UK fitness brands including Virgin Active and LA Fitness. In 2017 Jon joined the Lift Brands team as managing director of 9Round UK, before progressing to EMEA CEO in October 2020 where he has taken on the leadership of Snap Fitness UK & Ireland and growth across the EMEA region.

Chris Caldwell

CEO, APAC

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.

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Snap Fitness helps people create positive lifestyle habits that make them feel fantastic. Founded in 2003, our 24/7 fitness concept boasts over 1,000 clubs across the globe and offers the most inclusive, empathetic and supportive experience regardless of level. Snap Fitness makes fitting in fitness simple with a welcoming atmosphere, easy-to-use equipment, the latest technology innovations and clear guidance.

Snap Fitness is proud to be in the following countries:

Australia
Benelux
Canada
China
Georgia
India
Indonesia
Ireland
Japan
Mexico
New Zealand
Philippines
Spain
Taiwan
Turkey
UAE
United Kingdom
United States

US Headquarters
2411 Galpin Ct. Suite 110
Chanhassen, MN 55317
+1 952-474-5422

UK Franchise Support Center
G03 The Lightbulb
London SW18 4GQ
+44 (0)2080650271

Australia Franchise Support Center
Level 1/238 Old Cleveland Rd.
Coorparoo QLD 4151
+61 7 3331 1400

New Zealand Franchise Support Center
181 Victoria St.
Christchurch, Canterbury NZL 8013
+64 3 928 2241

Spain Franchise Support Center
27-29 Nicaragua St.
PC 08029 Barcelona

FitnessOnDemand is a global leader in the collection, curation and provision of high-quality, premium digital fitness content from some of the world’s leading names and experts in personalized fitness. The company is the only provider of Omnichannel content in the fitness industry, meaning customers can experience branded content via mobile app, smart device or in-club and in-room installation. The introduction of FLEX by FitnessOnDemand allows clubs to offer their members the same, seamless library of fitness and wellness content anywhere in the club, at home or on the go. This allows clubs to build member loyalty and brand-affinity beyond the club walls. FitnessOnDemand is a leading provider of digital fitness to many industries including health clubs, premium residential and business property developers and leading, luxury hotel chains. Content creators include Jillian Michaels, Sweat Factor, SH1FT, Zumba & Strong by Zumba and many more.
Lift Brands is the current Master Developer for 9Round in the UK, Ireland, Australia & New Zealand. It is also a minority partner in the U.S. with founders Shannon & Heather Hudson. 9Round Kickboxing is a high-intensity, 30-minute full body workout which incorporates a mix of functional & kick-boxing exercises. With hundreds of clubs across the globe, 9Round Kickboxing is an industry leading boutique fitness concept. 9Round offers members the opportunity to see real results in just 30-minutes a day. We provide the latest in fitness technology, diverse workout options, and a supportive fitness community. A major fitness brand since 2008, we continue to evolve sustainably along with key fitness trends to provide results for everybody!

9Round is proud to be in the following countries:

Australia
Canada
Ireland
Mexico
New Zealand
Spain
United Kingdom
United States

US Franchise Support Center
2411 Galpin Ct. Suite 110
Chanhassen, MN 55317
+1 952-474-5422

UK FranchiseSupport Office
G03 The Lightbulb
London SW18 4GQ
+44 (0)2080650271
LinkedIn

Australia Franchise Support Center
Level 1/238 Old Cleveland Rd.
Coorparoo QLD 4151
+61 7 3331 1400
LinkedIn

New Zealand Franchise Support Center
181 Victoria St.
Christchurch, Canterbury NZL 8013
+64 3 928 2241
LinkedIn 

Spain Franchise Support Center
27-29 Nicaragua St.
PC 08029 Barcelona

Fitstop is one of the leading functional training groups in Australia. Implementing the Fitstop Formula, members are taken through fit, fast and functional 45-minute sessions to reach full potential and progression. The Fitstop Franchise was created in 2017 after spending three years developing two group training facilities and perfecting a fitness training formula, which allowed progression and guaranteed results. The Fitstop brand has grown into an Australian community with 50 opened locations and just shy of 11,000 members.

Global Support Centers

North America

EMEA

APAC

News

Lift Brands Welcomes Additions to Sales and Real Estate Teams

September 30, 2021

CHANHASSEN, Minn. – Sept. 30, 2021 Lift Brands, a leading innovator in the fitness industry, today announced two additions to the sales and real estate teams.

Adam Biedenbender comes aboard as vice president of U.S. and Canada franchise development, where he’ll lend his decades of franchising expertise to help grow and recruit owners into the Snap Fitness brand family. Most recently, Biedenbender worked in franchise development for Closets Unlimited of New Jersey where he implemented franchising strategy, lead creation and new market entry. Before that he held leadership positions at companies like Primo Hoagies Franchising, Papa Murphy’s International and Smashburger. Biedenbender works out of Philadelphia, where he lives with his wife and two children.

Jacqueline Albert joins Lift Brands as a real estate manager for the U.S. and Canada. In this role, Albert will manage the real estate process for franchise locations, from site selection to lease execution. Albert comes to Lift Brands from Crisp & Green, where she acted as build-out director and managed multiple locations from new construction to existing store models. She’s also held roles at Medicine Shoppe Canada and Lafarge Canada. Albert is a Pembroke, Ontario native, and currently lives in St. Paul with her boyfriend and his daughter.

“Our company is growing by leaps and bounds, and Adam and Jacqueline will be huge assets to us as we help our franchisees expand their businesses,” said Ty Menzies, global CEO of Lift Brands. “Our #ONETEAM philosophy here at Lift Brands is a big part of our culture, and that means we’re all on the same team when it comes to helping our employees, franchisees and members thrive. I’m excited to see where teammates like Adam and Jacqueline take us in the years to come.”

Founded in 2003, Snap Fitness is a 24/7 fitness concept that boasts more than 1,000 clubs across the globe in 20 countries.

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ABOUT LIFT BRANDS

Lift Brands is a leading innovator in the fitness industry as the parent brand to Snap Fitness and Fitness On Demand, and is a minority partner in the 9Round global franchise and functional-based fitness brand Fitstop. Lift Brands delivers results through the most rewarding fitness experiences in the world, changing lives daily. For more information on Lift Brands, please visit www.liftbrands.com or LinkedIn.

Lift Brands Announces Strategic Partnership with Australia’s Functional Fitness Brand, Fitstop

June 23, 2021

Partnership fast-tracks Fitstop’s global footprint

CHANHASSEN, Minn., June 23, 2021 – Lift Brands, a leading innovator in the fitness industry as the parent brand to Snap Fitness and Fitness On Demand,  has announced a strategic partnership with Fitstop to fast-track the Australia-based company’s global footprint and open doors to Lift Brands’ global network.

“As a leader in fitness franchising, Lift Brands has both developed great bands and made strong strategic partnerships to enhance our offering for both our members and our franchisees,” said Ty Menzies, global CEO of Lift Brands. “Our partnership with Fitstop will allow Lift Brands to diversify into the significantly trending space of athletic functional fitness and open the door to our franchisees to invest in an on-trend, fast-growing and very exciting offering in Fitstop.”

Lift Brands APAC CEO Chris Caldwell said Fitstop’s individual locations’ performance and cultural alignment are two attributes of the partnership.

“Our values as a business, and even on a personal level, were the perfect match with the Fitstop team,” said Caldwell. “The integration and connection they have with their individual franchisees is quite special, and we cannot wait to be a key partner in their growth.”

Fitstop is a leading functional-based fitness brand launched in 2017 with an annual growth rate of 70 percent. That growth made the company a key player in the functional fitness industry in Australia at a time when Lift Brands was eager to add a new element to its fitness network. The next phase of growth will involve introducing Fitstop to the New Zealand market, followed by the UK and US on a larger scale. Caldwell will join the Fitstop board as a non-executive director, alongside Fitstop’s CEO Peter Hull and Chairman Stuart Cook.

“This partnership has been months in the making, and we couldn’t be happier to collaborate with a network of like-minded leaders in the industry,” said Hull. “This is a huge milestone for both brands and really puts us on the fitness map.”

About Lift Brands
Lift Brands is a leading innovator in the fitness industry as the parent brand to Snap Fitness and Fitness On Demand, and is a minority partner in the 9Round global franchise and functional-based fitness brand Fitstop. Lift Brands delivers results through the most rewarding fitness experiences in the world, changing lives daily. For more information on Lift Brands, please visit www.liftbrands.com  or LinkedIn.

About Fitstop

Fitstop is one of the leading functional training groups in Australia. Implementing the Fitstop Formula, members are taken through fit, fast and functional 45-minute sessions to reach full potential and progression. The Fitstop Franchise was created in 2017 after spending three years developing two group training facilities and perfecting a fitness training formula, which allowed progression and guaranteed results. The Fitstop brand has grown into an Australian community with 50 opened locations and just shy of 11,000 members.

Minnesota’s Lift Brands Announces New C-Suite to Lead Global Fitness Brands under #OneTeam

April 27, 2021

Company creates franchise coaching program in U.S. and Canada

CHANHASSEN, Minn., April 27, 2021 – Lift Brands, the parent brand to several global fitness brands worldwide including Snap Fitness(R), FitnessOnDemand and minority partner for 9Round, announces 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 CEO last June.

“#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,” said Menzies. “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.”

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 CEO based in Brisbane, and Jon Cottam is named EMEA CEO 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.

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

Snap Fitness Reacquires UK and Ireland Markets International fitness group continues commitment to #OneTeam..

October 21, 2020

Snap Fitness Reacquires UK and Ireland Markets International fitness group continues commitment to #OneTeam mentality by investing in Fast Growing Market

CHANHASSEN, Minn., Oct. 21, 2020 — Snap Fitness, the world’s premier 24/7 fitness concept creating happy and healthy lifestyles for its members, today announced the reacquisition of the UK and Ireland market from its Master Developer.

As part of the global fitness brand’s #OneTeam initiative, which strives to support its team members and franchisees running businesses amidst COVID-19 guidelines, Snap Fitness is continuing to invest internally within the quickly growing UK market. Investments will include infrastructure development, club growth, franchise support and innovative product and technology offerings.

Jon Cottam, previously Managing Director, Europe of Lift Brands (Snap Fitness parent company), will now serve as CEO, EMEA, as the company builds and develops its programs across Europe and other territories for Snap Fitness and sister fitness concept 9Round. Cottam, who has been with Lift Brands since 2018, is an industry veteran in fitness management.

“We have some incredible growth opportunities across our newly reacquired market,” said Alison McElroy, President, International & Chief Legal Officer at Lift Brands global. “I know Jon will continue to excel in this new leadership role, managing the charge for both brands as we continue to grow and build business across EMEA.”

“We are proud of the work we have done so far to support our small business owners,” said Ty Menzies, global CEO of Lift Brands. “We will continue to look for additional opportunities to invest in operations, connecting our people – both locally and globally – as we help our Snap Fitness community weather the storm of COVID-19 together.”

In 2020, Snap Fitness surpassed 100 clubs in Europe and opened five new clubs across the globe in September alone, with the first-ever Japan location set to open in November.

For more information on Snap Fitness, visit the website at www.snapfitness.com.

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Careers / Franchising

We’d love for you to join our Lift Brands family! Please visit this page to see open career opportunities.

For information on joining the team at any of the brands, please visit their individual websites.

If you wish to learn more about franchising opportunities with us, please visit the franchise information page on individual brand sites.