Tom Leverton Named CEO of Purpose Brands, Leading Global Growth in Health and Wellness

Purpose Brands Names Tom Leverton CEO Amid Plans for Rapid Expansion

Purpose Brands, a $3.7 billion powerhouse formed through the merger of Orangetheory Fitness and Self Esteem Brands, has announced Tom Leverton as its new CEO. With an ambitious vision for growth, the company operates over 7,000 locations across 50 countries, serving six million members. Its portfolio includes leading names like Anytime Fitness, Waxing the City, Basecamp Fitness/SUMHIIT Fitness, The Bar Method, Stronger U Nutrition, and Orangetheory Fitness.

Leverton’s Proven Leadership Track Record

Tom Leverton brings a wealth of experience from top roles at Pritzker Private Capital, CEC Entertainment (parent company of Chuck E. Cheese), Topgolf, and FedEx Office. His expertise in operations, development, and finance will be instrumental as Purpose Brands scales its global presence.

During his tenure as chief development officer at FedEx Office, Leverton led the launch of 500 locations in just two years, demonstrating his ability to drive strategic growth. Now, he aims to apply this experience to enhance franchisee success and member satisfaction across Purpose Brands’ portfolio.

Aiming for Market Leadership in the Booming Wellness Industry

The global health and wellness market, valued at $6.3 trillion in 2023, is projected to reach $9 trillion by 2028. Leverton sees Purpose Brands as uniquely positioned to capitalize on this growth, focusing on innovation, technology, and franchise support to deliver unparalleled experiences.

“Our scale enables us to equip franchisees with tools to deliver the best health and wellness experiences, driving growth and member satisfaction,” said Leverton.

Expansion and Innovation on the Horizon

Leverton’s plans include leveraging the company’s franchise network to unlock growth opportunities in untapped markets. With 50% of its locations outside the U.S., Purpose Brands aims to expand further while refining integration efforts between Orangetheory Fitness and Self Esteem Brands.

Key areas of focus include personalization, recovery, and longevity. The company is exploring advanced technologies like body scans and personalized coaching to enhance member experiences. Partnerships like Anytime Fitness’ collaboration with Apple+ and Orangetheory’s cutting-edge workout programs are central to these efforts.

A Culture of Purpose and Innovation

Under Leverton’s leadership, Purpose Brands remains committed to its mission of enriching lives through health and wellness. “The energy of this industry is incredible,” said Leverton. “We’re purpose-driven, saving lives and improving longevity. That translates into an unmatched desire to innovate and serve.”

As Purpose Brands embarks on its next chapter, it is poised to redefine the health and fitness landscape, setting new standards for growth, innovation, and member impact.