Andy Peat is a visionary with a rich background in product innovation, operational management, business expansion, and nearly 20 years of leadership experience in the fitness industry. He spent a couple of years refining his strategic and management skills as the Chief Product Officer at Lift Brands, before pivoting to expand upon his leadership skills and passion for fitness as the CEO of Fitness On Demand.
With 25 years of experience in fitness and wellness, I bring a deep and broad knowledge of the industry, helping individuals and businesses achieve their goals. Nearly two decades in sales have refined my ability to connect with partners and customers, ensuring a consultative approach that prioritizes long-term success over short-term transactions. My strategy is built on trust, collaboration, and tailored solutions, aligning the right products and services with each client’s unique needs. Whether working with individuals striving for peak performance or organizations seeking impactful wellness solutions, I focus on building lasting relationships that drive results.
Before founding The Sales Arms, Chris Appiah was VP of Sales for a major boutique fitness franchisee, boosting studio membership by 500% and revenue from $25K to $65K monthly. With over a decade of fitness industry expertise, Chris now leads The Sales Arms, supporting 500+ studios and 100+ clients. He also founded NOBLE, a boutique training studio, and Helios, an SMS software company.
Eric is a Partner in McKinsey's Montreal office and leads McKinsey’s Fitness & Wellness group globally. He brings varied experience helping consumer-facing companies including in Fitness build strategies (including branding and innovation) or strengthen their value propositions (including advanced analytics) to accelerate growth. Eric has also built new businesses from scratch, acting as initial GM, both with clients and prior to McKinsey, and has led enterprise-wide transformations across industries including Fitness & Wellness, food, consumer goods and Financial Services.
Liz Clark is the Health & Fitness Association's first female president and chief executive officer in the association's 40-year history. She joined Health & Fitness Association (then called IHRSA) at a critical time for the fitness industry and the association, and she is well-equipped to double down on advocacy and communication efforts. A self-described "Energizer Bunny" and well-regarded Beltway presence, Liz is focused on making HFA known in Washington, D.C.
Prior to joining the HFA in 2021, Liz spent 10 years spearheading government relations and advocacy at the National Confectioners Association (NCA), the trade association for the $44 billion candy industry. During her time there, she directed the CandyPAC and was chief liaison and strategist with the White House, Congress, and government agencies. Among her notable accomplishments, Liz successfully lobbied to have confection manufacturing deemed "essential" during the pandemic. In 2016, she worked with congressional partners to develop the Congressional Candy Caucus and created a robust state government affairs program for the NCA.
Before her time at NCA, Liz was an executive director at the U.S. Chamber of Commerce. She was the world’s largest business federation representative on trade and ran trade outreach. During that time, she testified numerous times before Congress in an effort to support and pass international trade agreements. She also worked closely with former Secretary of Education Margaret Spellings to educate the business community on the importance of having a robust education system. Her focus was engaging and educating both lawmakers and the business community around trade and their role in public education, respectively. Liz previously worked at the National Paint and Coatings Association (NPCA) where she lobbied state and federal governments. She also directed NPCA’s chemical security committee, served as a liaison, and ran an environmental, health, and safety program.
Liz is a lifelong athlete whose commitment to fitness included rowing crew as an undergraduate at the University of Dayton, where she graduated with a B.A. in communications. She received a master of arts in international commerce and policy from George Mason University. Liz lives in Arlington, VA, with her husband, three children, and English bulldog.
In search of life’s [im]perfect soundtrack, Brandon brings an edgy approach to entrepreneurship through the valuable experience he’s earned as a professional athlete turned business owner. Brandon hosts the entrepreneurial inspired podcast, Playing Guilty, and is the Co-Founder and Chief Concept Officer of MADabolic - the industry leaders in barbell-free strength & conditioning.
Ali has spent the last 20 years designing growth strategies while leveraging corporate partnerships and collaborating with top thought leaders, C-levels, and founders. She creates programs with the world’s top experts in science, health, longevity, technology, and personal development – all while serving some of the most innovative and forward-thinking leaders and brands in the space. Ali also connects clients to the most cutting edge and sought-after top treatments and protocols for longevity and the pursuit of youth and vitality.
She invests in healthspan focused ventures. She has been an active part of a number of exits for her own company and her clients.
Ali earned an MBA and an ME while building her first company. She is an Explorers Club member, and an award-winning documentary filmmaker. She has been a guest lecturer at Hasso Plattner Institute of Design at Stanford University and speaks at events in the United States and on the international stage alongside top experts in cutting-edge diagnostics, treatments, and protocols in health and longevity.
In her former filmmaking life, Ali lived in conflict zones and avalanche zones working with Nobel Peace Prize winners, relief aid organizations, and building schools for communities in need.
Noah Glantz is an Associate at Korn Ferry where he helps lead Korn Ferry’s Sports Global Practice and has played a pivotal role in leading executive search engagements across the international sports ecosystem. Noah specializes in identifying and placing transformative C-suite leaders across professional sports leagues, teams, governing bodies, media entities, and sports-adjacent businesses. Drawing on Korn Ferry’s proprietary methodologies and global network, Noah manages the full lifecycle of the search process, from client consultation and role definition to candidate sourcing, evaluation, and placement. He is deeply attuned to the evolving leadership needs of the sports industry and is passionate about helping organizations secure the executive talent necessary to drive performance, growth, and innovation.
Prior to specializing in executive search, Noah began his career in HR consulting, where he led large-scale organizational transformation initiatives for global clients. His work focused on developing competency frameworks, driving culture change, and navigating complex change management efforts—giving him a uniquely well-rounded perspective on how leadership, structure, and culture intersect to shape high-performing organizations. With a blend of deep talent advisory experience and strategic insight, Noah brings a thoughtful, outcome-driven approach to helping clients navigate leadership transitions and build resilient organizations.
Noah attended Trinity College (CT) where he earned his Bachelor of Arts in Psychology and Spanish.
Ashley Koff, RD is the founder of The Better Nutrition Program (BNP), Nutrition Director for UC Irvine’s Susan Samueli Integrative and Functional Medicine Fellowship, and author of the upcoming book, Your Best Shot (Harper One, January 6, 2026). A practitioner for over 25 years, Koff is leading a transformative movement in personalized nutrition, turning “better, not perfect” choices into practical, sustainable strategies that deliver real health outcomes. Through patient stories and personal experience, she shows that optimal health is not just possible—it’s essential to living your fullest life. Koff has been recognized as one of CNN’s Top 100 Health Makers, featured in InStyle as “Hollywood’s Leading Dietitian,” and as Westin’s Global Nutrition Ambassador.
Alejandro Bataller is a visionary business leader, internationally recognized for shaping the future of wellness and luxury hospitality. He holds a degree in Market Research and Techniques from the Pontifical University of Comillas (ICADE) and a degree in Business Studies from the University of Alicante (UA). He completed his executive education at Harvard Business School with a program in Business Management.
Born in Argentina to Spanish Italian parents, Alejandro’s passion for entrepreneurship emerged at an early age. Before joining the family enterprise, he gained valuable experience in two of the world’s most competitive industries: international banking at the Royal Bank of Scotland in London, and luxury retail with Louis Vuitton, focusing on business development, marketing, and strategy. In 2007, Alejandro took on the challenge of launching SHA under the AB Living group. Today, SHA stands as the undisputed global leader in integrative health and longevity, celebrated by the international press and awarded more than 100 prestigious accolades, including World’s Best Wellness Clinic (World Spa Awards) and Best Medical Spa International (Condé Nast Traveller, Tatler).
Driven by a mission to transform lives, SHA has welcomed over 70,000 guests— among them CEOs, members of royal families, heads of state, and world-renowned personalities—helping them achieve measurable improvements in health, longevity, and overall wellbeing. Building on this success, Alejandro is spearheading SHA’s global expansion: SHA Mexico opened in Costa Mujeres (Quintana Roo) in Spring 2024, and SHA Emirates, the world’s first “healthy living island”, will debut in Abu Dhabi in 2027. A new, innovative wellness brand is also set to be unveiled soon.
Within the AB Living group, Alejandro also leads the luxury hospitality division, often combined with branded residences, where the company acts as investor, developer, and asset manager. These projects create soulful destinations in exceptional settings, developed in partnership with some of the world’s most iconic luxury hospitality brands, including The Luxury Collection, St.Regis, and Ritz-Carlton.
Alejandro’s leadership and entrepreneurial vision have earned him prestigious accolades such as Entrepreneur of the Year (Gentleman Spain) and Young Entrepreneur of the Year (Spanish Association of Young Entrepreneurs). Deeply committed to education, he serves as an associate professor at Instituto de Empresa (IE) and is a sought-after speaker at leading international forums on luxury, tourism, and wellness.
Adrian Heffernan is the Vice President, Customer Experience at Les Mills US, a global leader in group fitness and wellness supporting thousands of customers in over 100 markets.
At Les Mills US he leads business development and customer success - and has spearheaded the go to market for Les Mills' innovation for both live and digital channels to drive engagement, retention, and operational excellence for Club operators. Adrian is based in California, and with roots in exercise science is passionate about helping people move and delivering Les Mills' mission to create a fitter planet.
Scott Marcaccio is the co-founder and CEO of Myo, a modern physical therapy brand designed to futureproof your body. With over 20 locations across major markets, including Los Angeles, Vancouver, Toronto, and New York City, Myo's best-in-class clinicians deliver more than 250,000 personalized one-on-one sessions every single year through their proprietary FutureProof Method, helping people discover how their bodies can—and should—move. Leading today’s conversation around proactive body care, Myo partners with global brands like Nike, Equinox, and Lululemon to amplify its mission of raising body IQ globally.
Daniel Mazini is the Executive Vice President of Partnerships and New Business at Wellhub. He is a business and product leader with over 23 years of experience in the internet, online retail, and consulting sectors. He spent more than 14 years at Amazon, where he led the launch and expansion of Amazon.com.br, helping to scale the business from its inception and becoming president of Amazon.com.br in 2021. He is a graduate of the State University of Rio de Janeiro and holds an MBA from the London Business School. An active diversity advocate, Daniel is also an ambassador for CoPai, a coalition that promotes the expansion of parental leave in Brazil.
Jarron Aizen is the founder and CEO of Hapana, a leading fitness software platform empowering ambitious fitness businesses to accelerate growth and deliver exceptional member experiences. A seasoned industry veteran, he bootstrapped Hapana into a global force now serving thousands of clients across 17 countries, processing billions in transactions over the past decade. Under his leadership, the company recently secured a $17 million capital raise to fuel expansion, doubling its team size in the last year alone. Jarron’s hands-on expertise in product development, operations, and scaling continues to drive Hapana’s success as a critical tool for ambitious fitness businesses worldwide. When he’s off-duty, Jarron can be found spending time with his family and hitting the slopes.
Dr. Domenic Iacovone is a serial entrepreneur in the health and wellness space. His entrepreneurial journey began in 2017 with the launch of Relive Health, a company built on a mission to deliver comprehensive health plans tailored to patients’ individual symptoms and long-term goals.
He is the Co-Founder and CEO of RAW Nutrition, a premium supplement brand created to provide athletes with expertly crafted supplements made with the purest ingredients available in the industry. Under the leadership of Dr. Iacovone, renowned bodybuilding coach Matt Jansen, and 6x Classic Physique Mr. Olympia Champion Chris Bumstead, RAW Nutrition has become one of the fastest-growing brands in the space—named Brand of the Year by both GNC and Vitamin Shoppe, and ranked the #1 fastest-growing CPG brand by Inc. 5000.
Most recently, Dr. Iacovone expanded his footprint in the wellness space by becoming a co-owner of The Quality Group, marking a strategic partnership to fuel RAW Nutrition’s next phase of innovation and global expansion.
In 2023, Dr. Iacovone co-founded BUM Energy alongside Chris Bumstead, where he also serves as CEO. Together, they’re setting a new standard for everyday energy and redefining what an energy drink can be with just two simple ingredients, natural caffeine and Cognizin, a clinically proven ingredient to enhance focus, with zero sugar and no artificial color.
Originally from Providence, RI, Dr. Iacovone moved to Florida at the age of 9. He earned his undergraduate degree from the University of Central Florida before receiving his Doctorate in Chiropractic in Atlanta, GA.
Rachel Hirsch is the founder of Wellness Growth Ventures, a seed fund investing in innovative wellness brands redefining how we live, work, and care for ourselves. Drawing on a career that bridges finance and wellness, she previously held roles at UBS, Tiger Global and Xponential Fitness. Rachel has also owned and operated boutique fitness studios, giving her firsthand insight into building and sustaining consumer brands. At WGV, she partners with founders at the intersection of health, community, and culture, providing capital, strategic guidance, and a deep network to help them scale. Her investments include category-leading brands such as BelliWelli, Tia, and Fishwife. Rachel also hosts The 2% Club Podcast, where she explores the intersection of work, wealth, and wellness, because believes wellness is not just an industry—it’s an asset class for the future.
Ty Menzies is the Global CEO of Lift Brands, parent company of Snap Fitness and Fitness On Demand. Starting his career as a personal trainer, Ty rose through sales and club management roles in the UK before returning to Australia to own multiple Health Clubs and 24/7 gyms. Joining Snap Fitness in 2015 to lead Australia, he expanded into New Zealand and APAC before being appointed Global CEO in 2020. Taking the helm during the pandemic, Ty guided the business through unprecedented challenges. Under his leadership, the brand has seen its strongest sales and membership growth, expanded to over 1,000 locations worldwide, and is targeting 1,300 by 2028. Known for his people-first “OneTeam” culture, Ty champions franchisee success and inclusive wellness.
Donte Murry is the NA Vertical Director of Beauty and Wellness at TikTok, where he leads a team managing strategic partnerships with leading health and wellness brands and service providers across North America. Previously, he managed high-growth ventures with deep ties to wellness, including serving as the first SMB Head of TikTok Shop Ads for North America, leading the in-house paid social agency at Condé Nast, and driving go-to-market and sales for a successful multi-channel health brand. With expertise spanning digital marketing, social commerce, and revenue growth, Donte brings a proven track record of helping health entrepreneurs and brands achieve breakthrough growth.
Nico Varano Jr. is a leading SWTHZ franchisee, board member, and founding partner of TwinOaks Ventures, a private equity fund focused on high-growth, consumer-facing brands alongside Kevin Cooney. As the first SWTHZ franchisee, he and his team have built five of the top-performing studios in the country and is expanding to 10+ locations in Boston and Greater Boston, with their eyes set on New York City and Brooklyn for the next chapter of their expansion.
Varano is also the founder of My Mother’s Cutlets, an innovative Italian-American quick-service restaurant concept.
Previously, he served as Chief of Staff for an omni-channel retailer, a private equity investor at Prospect Hill Growth Partners, and a consumer & retail investment banker at Bank of America.
Dorothy (Dor) Kilroy is ŌURA’s Chief Commercial Officer. Dor leads ŌURA’s B2B organization and drives forward its partnerships strategy, expanding ŌURA’s market presence, brand awareness, scientific credibility, and sales.
Dor joins ŌURA from Airbnb where she served as GM and Head of Community, overseeing the products and programs that drive growth and success for 4M+ Hosts on Airbnb. Before Airbnb, Dor was the VP of Business Development and Revenue at Marqeta, and prior to that, she worked at Visa, as the Director of Product for loyalty solutions.
She is on the board of EatReal, a nonprofit that focuses on getting “real food” for kids in schools.
Co-founder and CEO of Amalgama, Gonzalo Amuchastegui has a background in business and ontological coaching. An Agile Mentor and Business Developer, he's a father of two who enjoys tennis, golf, and sailing, the sport where he met his co-founders.
Darren MacDonald joined Tonal as Chief Executive Officer in September 2024. A lifelong strength training enthusiast, Darren was a Tonal Member even before joining the company.
Darren brings 25 years of professional experience to Tonal, most recently serving as Chief Customer Officer at Petco, where he was responsible for Marketing, Digital Experience, Product, Enterprise Analytics, Membership, and Customer Care. Prior to Petco, Darren was a key leader at Jet.com, which was acquired by Walmart in 2016 for $3.3B, before going on to lead Walmart.com’s Entertainment business, its largest segment. Earlier in his career, Darren built software and hardware at EMN8, an early stage startup creating kiosks for the restaurant and movie theater industries. He also helped lead the Global Business Development Group at Avery Dennison, a Fortune 500 company, and led shopping experiences at IAC as the CEO of the Pronto Network.
Darren holds an undergraduate degree from the University of California, Berkeley, and an MBA from UCLA Anderson School of Business. He is married, has three children, and has been a lifelong athlete. His passion for strength training, which started in high school, and his experience as a Tonal Member were key factors in his decision to join the company.
