Purpose Brands Names Tom Leverton as CEO Following Merger of Self Esteem Brands and Orangetheory Fitness
Krissy Vann | Host, All Things Fitness and Wellness
Purpose Brands, the newly formed entity resulting from the merger of Self Esteem Brands and Orangetheory Fitness, has named Tom Leverton as its Chief Executive Officer. The $3.7 billion wellness company now operates a global portfolio of fitness, health, and wellness franchises, including Anytime Fitness, Orangetheory Fitness, Waxing the City, The Bar Method, Basecamp Fitness, Stronger U Nutrition, Healthy Contributions, and Provision Security.
The consolidated business oversees more than 7,000 locations across 50 countries and territories, with 46% of its operations outside the United States. These brands collectively serve six million members worldwide, offering a wide range of fitness and wellness services.
Leverton joins Purpose Brands during a period of significant growth in the wellness industry. The global wellness economy, currently valued at $6.3 trillion, is projected to reach $9 trillion by 2028, with notable growth in both the physical activity sector and digital fitness markets.
"I'm honored to join Purpose Brands at such a pivotal time for the global wellness industry," said Leverton. "The world is rapidly evolving beyond both fitness and traditional medical care, as more people seek holistic, preventative wellness services to improve their physical strength, mental health, and longevity. It's exciting to join a trusted leader that provides effective fitness and wellness services to thousands of communities and millions of people worldwide."
Leverton brings a wealth of experience in leading multi-national businesses. Before joining Purpose Brands, he was an operating partner at Pritzker Private Capital, focusing on the services sector. His career also includes roles as CEO of CEC Entertainment (parent company of Chuck E. Cheese), Topgolf, and Omniflight, as well as serving as Chief Development Officer at FedEx Office.
Chuck Runyon, co-chair of the Purpose Brands board and co-founder of Anytime Fitness, highlighted the company’s mission to enhance the health and wellness of its members. "With more people seeking science-backed, personalized wellness services, our brands are well-positioned to meet these demands. Tom’s leadership provides a significant opportunity to expand our footprint and invest in data, technology, and services to elevate the member experience."
As Purpose Brands moves into its next phase, Leverton’s role will involve overseeing the company’s expansion and innovation efforts as it seeks to maintain its position within the global wellness industry.
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