Athletech News Power Players 2025 is an award recognizing the business leaders who’ve shaped the fitness and wellness industry over the past year.
Power Players 2025
Athletech News has selected this year’s winning Power Players from across 12 categories and honored one recipient with the prestigious Lifetime Achievement Award.
The 2025 Power Players were honored during a special ceremony live in NYC during the ATN Innovation Summit 2025. To learn more about this year’s Power Players winners and finalists, we invite you to continue reading below. Also, stay tuned to ATN’s newsletters, websites and social media channels for more information about next year’s award.
Lifetime Achievement Award:
Nerio Alessandri
Founder, President & CEO, Technogym
Lifetime Achievement Award Winner – Power Players 2025
Few executives have played a bigger role in shaping the look and feel of fitness and wellness across the world than Nerio Alessandri, who founded Technogym back in 1983. Over the last four-plus decades, the Italian fitness equipment and tech giant has established itself as a mainstay in gyms, health clubs and hotel wellness centers everywhere, pushing the limits of what fitness can be – both aesthetically and functionally.
Under the still-energetic Alessandri, Technogym isn’t resting on its laurels. The company is investing in AI-powered equipment and software to create personalized fitness routines with an eye toward longevity and preventive health. Earlier this year, Technogym unveiled “Healthness,” a bold new vision for the convergence of fitness, health and lifestyle that aims to make fitness a bigger part of the global healthcare conversation.
CEO of the Year:
Tom Hale
ceo, Oura
Winner – CEO of the Year – Power Players 2025
As the CEO of Oura, Tom Hale has transformed the company’s flagship Oura Ring from a niche sleep tracker into a globally recognized personalized health coach. Over the last year, Oura launched the Oura Ring 4, its fourth-generation smart ring, and secured $200 million in Series D funding at a staggering $5.2 billion valuation.
Cory Brightwell
Co-Founder & ceo, Chuze Fitness
Finalist – CEO of the Year – Power Players 2025
Under Cory Brightwell, Chuze Fitness has become one of America’s top HVLP gym brands, driven by the guiding principle that fitness is a hospitality industry. In 2023, the company acquired 16 Bailey’s Health & Fitness clubs in Florida and Georgia, adding to its strong base on the West Coast and turning Chuze into a nationwide brand. Since then, Chuze has been adding next-level amenities like Lift Lab, an access-controlled room featuring top-flight strength training equipment.
Adam Goldenberg
Co-founder & ceo, Fabletics
Finalist – CEO of the Year – Power Players 2025
Adam Goldenberg has grown Fabletics into one of the biggest – and most innovative – brands in activewear. The world’s largest digitally native activewear brand, Fabletics achieved $850 million in sales in 2024, expanded its physical footprint to over 100 retail stores and continues to strike industry-defining celebrity partnerships with names like Khloe Kardashian and Kevin Hart.
Philipp Roesch-Schlanderer
Co-founder & ceo, egym
Finalist – CEO of the Year – Power Players 2025
Under Philipp Roesch-Schlanderer’s leadership, EGYM has become a global leader in fitness technology, equipment and, increasingly, in corporate health. With a vision of shifting healthcare from repair to prevention, EGYM has built its Wellpass platform into a European juggernaut with plans to scale significantly in the U.S. In 2024, the company raised $200 million in a Series G funding round at a valuation of over $1 billion.
Christian Toetzke
founder & ceo, HYROX
Finalist – CEO of the Year – Power Players 2025
Christian Toetzke has turned HYROX into one of the most popular fitness brands in the world – and there’s some sense that it’s just scratching the surface. On track to generate around $140 million in revenue in 2025, the fitness racing brand stages events in the biggest cities across the globe, signed a high-profile deal with Puma and has a thriving affiliate gym business that delivers HYROX training content to over 8,000 facilities worldwide.
Franchising Executive of the year:
Chris Walker
Chief development officer, the picklr
Winner – Franchising Executive of the Year – Power Players 2025
Pickleball is growing fast, and The Picklr is growing with it. Chris Walker has been instrumental to that growth, helping the indoor pickleball franchise sell over 500 locations to date and overseeing the development of three million square feet of space in the last 12 months alone. Already a force in the U.S., The Picklr has inked deals to expand into Canada and Japan, bringing the sport of pickleball to an even wider audience.
Kyle Jones
co-founder & Ceo, icryo
Finalist – Franchising Executive of the Year – Power Players 2025
Kyle Jones co-founded iCRYO as a small cryotherapy shop in League City, Texas, at the age of 24. The wellness and longevity franchise recently celebrated its 50th opening, with many more currently in development. After a long tenure as iCRYO’s chief brand and innovation officer, Jones took the reins as CEO in the fall of 2024, swiftly leading iCRYO to its most successful six-month period in company history in terms of new openings.
Chequan Lewis
President, Crunch Fitness
Finalist – Franchising Executive of the Year – Power Players 2025
Chequan Lewis has only been in the fitness industry for a little over a year now, but he’s quickly making a name for himself. The former Pizza Hut exec has helped the fast-growing Crunch Fitness open its 500th club and surpass three million members. Lewis also helped lead the launch of Crunch 3.0, an ambitious redesign of Crunch’s gym template that could change the face of HVLP clubs.
Dan Murphy
Chief operating officer, d1 Training
Finalist – Franchising Executive of the Year – Power Players 2025
As D1 Training scales across the country, Dan Murphy is making sure the youth and adult athletic training brand does so the right way. Under Murphy’s leadership, D1 has brought its construction project management and equipment sourcing in-house, a move that’s saved serious money for franchisees while giving D1 more control as it eyes continued franchise growth.
Todd Scartozzi
Chief operating officer, Retro Fitness
Finalist – Franchising Executive of the Year – Power Players 2025
A former Planet Fitness and Gold’s Gym exec, Todd Scartozzi has been instrumental in Retro Fitness’ modernization efforts since the pandemic. Scartozzi’s leadership has been instrumental in helping Retro Fitness close new franchise deals including Project LIFT, a large-scale partnership with the BlackRock Impact Opportunities Fund. Scartozzi also developed the “RF21” model, which has transformed the look and feel of Retro’s clubs across the country.
Franchisee of the Year:
Tony Scrimale
Ceo, cr Fitness (Crunch Fitness)
Winner – Franchisee of the Year – Power Players 2025
Tony Scrimale’s career is proof that hard work does indeed pay off. Initially hired as a cleaner at a small club chain back in the ‘90s, Scrimale has ascended to become the CEO of CR Fitness, the top franchise operator in the entire Crunch Fitness system. Under Scrimale’s leadership, CR Fitness has grown from 35 clubs in 2022 to 85 today, with gyms in five states and over 800,000 active members.
Tara Sue Gally-Strauss
CeO, F45 Orlando All-Stars & MaD Fitness Group (f45 Training)
Finalist – Franchisee of the Year – Power Players 2025
Tara Sue Gally-Strauss is one of the key entrepreneurs driving F45 Training’s expansion across the U.S. As the owner and operator of F45 Orlando All-Stars, Gally-Strauss owns six F45 studios, while she supports another 32 locations as the president of MAD Fitness Group. What’s more, Gally-Strauss serves as the North American Franchise Advisory Chair for F45, helping shape the future of fitness franchising.
Mike Gray
President & Chief Operating Officer, Riser Fitness (Club Pilates)
Finalist – Franchisee of the Year – Power Players 2025
Mike Gray is one of the most accomplished executives of any fitness franchise group. The former president of Club Pilates itself, Gray joined Riser Fitness, a top franchisee in the Club Pilates system, in 2024. Now, Gray is helping spearhead Riser’s ambitious expansion plans in the years ahead, including growing Club Pilates’ footprint in Mexico thanks to $72 million in growth capital from Fortress Investment Group.
Andy Gundlach
Founder & Ceo, Omega Fitness Holdings (anytime Fitness)
Finalist – Franchisee of the Year – Power Players 2025
Andy Gundlach teamed up with Russ Allen to form Omega Fitness in 2023, creating the largest Anytime Fitness franchise group in the United States. Individually recognized as two of the top operators in the Anytime system, Gundlach and Allen have big plans for Omega – with some help from private equity firm Rainier Partners. As CEO of Omega, Gundlach runs a franchise group that has 120 Anytime locations and counting, with plans to open significantly more in the years ahead.
Hunter Mitchem
Co-Founder & Ceo, 6g Holdings (SWTHZ)
Finalist – Franchisee of the Year – Power Players 2025
Under Hunter Mitchem’s leadership, 6G Holdings has become a top franchisee of SWTHZ locations, opening studios in Illinois and Kansas, with more on the way, including in Oklahoma City. Serving 100-plus employees and thousands of clients, 6G has established itself as a name to watch as parent franchisor SWTHZ looks to bring the mental and physical health benefits of infrared saunas and cold plunging to the masses.
Founder of the Year:
Dom Iacovone
founder & ceo, raw nutrition
Winner – Founder of the Year – Power Players 2025
A serial entrepreneur who has founded and co-founded brands including RAW Nutrition, Relive Health and Revive MD, Dom Iacovone’s companies provide athletes and fitness enthusiasts with top-quality supplements and wellness treatments. RAW Nutrition has become one of the supplement industry’s fastest-growing companies, having earned Brand of the Year honors from GNC and The Vitamin Shoppe. It also opened its first physical training facility a little over a year ago.
Chad Janis
founder & ceo, gruns
Finalist – Founder of the Year – Power Players 2025
Chad Janis is the founder and CEO of Grüns, a wellness brand redefining daily nutrition with what it calls the first truly comprehensive gummy supplement. With Janis captaining the ship, Grüns recently secured national retail partnerships with Target, Walmart and Sprouts, expanded online through Amazon and reached a $500 million valuation.
Dane McCarthy
founder & ceo, the athletic clubs
Finalist – Founder of the Year – Power Players 2025
Dane McCarthy is founder of The Athletic Clubs, a network of fitness studios in New York City popular for its distinct “squad training” concept. The ACs recently announced a $3.5 million funding round led by founder Anne Mahlum, meant to support expansion plans which include notching 15 locations by the end of 2026 and entering into new markets — with McCarthy leading the way
Shalom Meckenzie
founder, amp fitness
Finalist – Founder of the Year – Power Players 2025
Shalom Meckenzie added a new layer of innovation to at-home fitness by launching amp, an AI-powered home fitness system that delivers personalized, full-body strength training workouts. The brand was recently estimated to have generated $20 million in revenue after surpassing the 10,000+ installation mark.
Jonathan Swerdlin
Co-founder & ceo, Function Health
Finalist – Founder of the Year – Power Players 2025
Jonathan Swerdlin leads the charge for Function Health, a platform offering access to over 160 advanced lab tests that analyze heart health, hormones, toxins, autoimmunity, nutrients and more while also facilitating full-body scans. Under Swerdlin’s leadership, Function Health has recently acquired Ezra, a body-scanning tech brand, and secured a $53 million Series A funding round.
Dealmaker of the Year:
Dan Gallagher
Chief financial officer, crunch fitness
Winner – Dealmaker of the Year – Power Players 2025
As Crunch Fitness’ CFO, Dan Gallagher was critical to the HVLP gym brand’s recent strategic acquisition by private equity firm Leonard Green & Partners, one of the fitness industry’s biggest-ever deals. Gallagher led the selection of investment banks, development of the comprehensive offering memorandum and valuation considerations as well as due diligence and post-sale transition planning. As fitness fights for more respect from other industries, deals like LGP’s acquisition of Crunch will go a long way.
Jon Canarick
managing partner, north castle partners
Finalist – Dealmaker of the Year – Power Players 2025
Under Jon Canarick’s leadership, North Castle Partners has backed some of the fitness and wellness industry’s biggest brands, fostering innovation and creating global success stories. The firm notably invested in Barry’s back in 2015 when the HIIT pioneer had just 10 stores. When North Castle sold the boutique fitness giant to Princeton Equity Group earlier this year, Barry’s had over 80 studios and a worldwide reputation for fitness excellence.
Marc Magliacano
managing partner, l catterton
Finalist – Dealmaker of the Year – Power Players 2025
As a managing partner at L Catterton focused on the firm’s Buyout fund, Marc Magliacano has led some of the biggest and most notable investments in the fitness and wellness industry in recent years. Those blockbuster deals include the firm acquiring a majority stake in boutique fitness giant and a $200 million investment in fit tech giant EGYM, among others.
McConnell Smith
partner, vmg partners
Finalist – Dealmaker of the Year – Power Players 2025
As part of VMG Partners’ leadership team, McConnell Smith is involved in the growth of some of the biggest brands across fitness, wellness, health and nutrition. VMG’s investments have included health-focused CPG and supplement brands like Ghost Nutrition, Quest Nutrition and Spindrift. The firm is also highly active in fitness, partnering with one of the leading Crunch Fitness franchisees and having served as a longtime owner of boutique fitness giant .
Equipment & Wearables Executive of the Year:
Philipp Roesch-Schlanderer
Co-founder & ceo, egym
Winner – Equipment & Wearables Executive of the Year – Power Players 2025
Under Philipp Roesch-Schlanderer’s leadership, EGYM has become a global leader in fitness technology, equipment and, increasingly, corporate health. With a vision of shifting healthcare from repair to prevention, EGYM has built its Wellpass platform into a European juggernaut with plans to scale significantly in the U.S. In 2024, the company raised $200 million in a Series G funding round at a valuation of over $1 billion.
will ahmed
founder & ceo, whoop
Finalist – Equipment & Wearables Executive of the Year – Power Players 2025
Under Will Ahmed, WHOOP continues to stay on the cutting edge of human performance technology. This year, WHOOP launched its fifth-generation wearable, the WHOOP 5.0, which comes packed with longevity features including on-demand ECG, blood pressure insights and biological age measurements. In a bid to make fitness and health tracking truly mainstream, the company recently signed global soccer star Cristiano Ronaldo to a sponsorship deal as it expands into the Middle East and South Asia markets.
Nerio Alessandri
founder, President & ceo, technogym
Finalist – Equipment & Wearables Executive of the Year – Power Players 2025
Since founding Technogym in 1983, Nerio Alessandri has built the Italian equipment and tech giant into one of the biggest brands in fitness and wellness. Under Alessandri, Technogym isn’t resting on its laurels. The company is investing in AI-powered equipment and software to create personalized fitness routines with an eye toward longevity and preventive health. Earlier this year, Technogym unveiled “Healthness,” a bold new vision for the convergence of fitness, health and lifestyle.
tom hale
ceo, oura
Finalist – Equipment & Wearables Executive of the Year – Power Players 2025
As the CEO of Oura, Tom Hale has transformed the company’s flagship Oura Ring from a niche sleep tracker into a globally recognized personalized health coach. Over the last year, Oura launched the Oura Ring 4, its fourth-generation smart ring, and secured $200 million in Series D funding at a staggering $5.2 billion valuation.
Edward Zouroudis
Co-founder & ceo, evolt
Finalist – Equipment & Wearables Executive of the Year – Power Players 2025
Under Edward Zouroudis as CEO, Evolt is leading a health tech revolution inside fitness and wellness facilities across the world. The Australian company, known for its advanced body-scanning technology, surpassed 3.5 million users in FY 24, conducting over 8.5 million body scans globally. Evolt’s footprint now spans 51 countries with more than 6,500 Evolt 360 machines placed inside fitness facilities, wellness centers, corporate environments and hotels.
Tech executive of the Year:
Erwin Korst
Senior vp/global enterprise sales, sport alliance
Winner – Tech Executive of the Year – Power Players 2025
Erwin Korst is a touted sales expert and management consultant veteran. Now at Germany-based fitness tech solutions provider Sport Alliance, he’s added to his already sizable resume by helping the brand expand globally and secure a $100 million investment from PSG Equity to enhance its flagship product, PerfectGym Next.
Andy Peat
ceo, fitness on demand
Finalist – Tech Executive of the Year – Power Players 2025
At the helm of Fitness On Demand, Andy Peat empowers gym owners to activate every screen, enhance member engagement and unlock new revenue streams. With demand for wellness offerings surging over the past year, Peat heard and delivered, developing the brand’s Recovery Station. He also helped secure the largest deal in brand history, currently driving 33% year-over-year growth.
Justin Santamaria
CO-founder & chief technology officer, future
Finalist – Tech Executive of the Year – Power Players 2025
As the co-founder and CTO of AI-powered fitness coaching platform Future, Justin Santamaria facilitates personalized, elite training at scale. He recently led Future to invest further in its product and engineering teams, making it possible for the brand to deploy new AI-driven tools, improve response times and deepen personalization – harnessing technology to polish human performance.
Jeff VanDixhorn
ceo, daxko
Finalist – Tech Executive of the Year – Power Players 2025
Under Jeff VanDixhorn’s leadership, Daxko supports over 25 million individuals through nonprofits, clubs and studios. Working to deploy faster payments, more flexible memberships, stronger engagement tools and a partner ecosystem that gives organizations optionality, VanDixhorn helps clients future-proof their operations and deepen their impact.
Jeff Yasuda
ceo, feed.fm
Finalist – Tech Executive of the Year – Power Players 2025
At the helm of Feed.fm, which allows businesses to legally integrate music into their digital products, Jeff Yasuda is the fitness industry’s DJ. This year, he spearheaded the creation of Feed Originals, the brand’s science-backed music label, working with scientists and legendary musicians alike to spur additional engagement and retention.
wellness & recovery executive of the Year:
Eric Litman
founder & ceo, Aescape
Winner – Wellness & Recovery Executive of the Year – Power Players 2025
Having established the world’s first fully automated, AI-powered massage platform, Eric Litman and Aescape continue to push the boundaries of an already expanding wellness sector. He brought the massage innovation to select Equinox locations last year, since expanding to more clubs. Litman and Aescape continue to redefine how recovery is delivered in fitness, hospitality and beyond.
Robbie Bent
co-founder & ceo, othership
Finalist – Wellness & Recovery Executive of the Year – Power Players 2025
Robbie Bent continues to grow Othership, the first immersive sauna and ice bath space in North America focused on emotional wellness and healthy social experiences. The brand also launched the highest-rated breathwork app in the world, establishing itself and Bent as a major wellness innovator.
Bill Bourque
Chief Operations officer, exos
Finalist – Wellness & Recovery Executive of the Year – Power Players 2025
Bill Bourque has his hands on several booming sectors of the fitness industry as the lead man for Exos, the human performance brand that combines fitness, nutrition, recovery and mindset coaching. This past year, he’s made the latter a priority within his own organization, implementing a new code of conduct to combat burnout. It’s already led to a 211% year-over-year increase in the sales pipeline from July to December.
Ryan Chen
Co-founder & chief financial officer, neuro gum
Finalist – Wellness & Recovery Executive of the Year – Power Players 2025
Ryan Chen helps countless individuals chow down on wellness with his gum designed to enhance cognitive performance through a blend of nootropic ingredients. Working with creators, musicians and athletes, Chen and Neuro Gum continue to reimagine energy and focus products through accessible, science-driven innovation.
paul lunter
founder & ceo, Wellnessspace Brands
Finalist – Wellness & Recovery Executive of the Year – Power Players 2025
As wellness has gone from an add-on to a true focal point in the fitness sector, Paul Lunter has grown WellnessSpace Brands into an industry pillar. Behind Lunter’s support, the brand evolved from a single-product solution into a global manufacturer offering an entire suite of wellness products, including two new groundbreaking ones – a dry cold plunge machine and a red light-equipped infrared sauna.
longevity & functional health Innovator of the Year:
Jonathan Swerdlin
co-founder & ceo, Function Health
Winner – Longevity & Functional Health Executive of the Year – Power Players 2025
Jonathan Swerdlin leads the charge for Function Health, a platform offering access to over 160 advanced lab tests that analyze heart health, hormones, toxins, autoimmunity, nutrients and more while also facilitating full-body scans. Under Swerdlin’s leadership, Function Health recently acquired Ezra, a body-scanning tech brand, and secured a $53 million Series A funding round.
Robert Fried
ceo, Niagen Bioscience
Finalist – Longevity & Functional Health Executive of the Year – Power Players 2025
Robert Fried has solidified Niagen Bioscience’s position as a pioneer in healthy aging and NAD+ science. The brand recently introduced Niagen Plus, making advanced NAD+ boosting treatments available in nearly 600 clinics across the United States.
Andrea Nakayama
Founder & general manager, Functional Nutrition Alliance (FxNA)
Finalist – Longevity & Functional Health Executive of the Year – Power Players 2025
The founder of Functional Nutrition Alliance and creator of the “Full Body Systems” training program, Andrea Nakayama helped set the educational foundation for modern nutrition. This past year, she led an overhaul of the Full Body Systems’ curriculum to better reflect the latest nutrition science, promote cultural competency and make intel more accessible.
Dr. Darshan Shah
founder & ceo, Next Health
Finalist – Longevity & Functional Health Executive of the Year – Power Players 2025
Dr. Darshan Shah is a health and wellness specialist, board-certified surgeon, published author and the founder of Next Health, the world’s largest health optimization and longevity clinic. Advising thousands of patients on how to optimize their well-being and extend their lifespan, Dr. Shah is a top educator, influencer and entrepreneur within the industry.
marketer of the Year:
Carolina Moraes
Chief marketing officer, zumba
Winner – Marketer of the Year – Power Players 2025
Under the guidance of CMO Carolina Moraes, Zumba achieved something most fitness brands can only dream of: a truly viral ad campaign. Moraes led Zumba’s popular “Say It. Believe It.” New Year’s campaign, which was headlined by LMFAO frontman Redfoo and featured the group’s hit song, “Sexy and I Know It.” The lighthearted, uplifting campaign has garnered over 20 million views and counting, 400 million+ media impressions and led to a 400% increase in searches for live Zumba classes, an impressive return on investment, especially considering Zumba didn’t spend a single dollar on advertising.
Brian Killingsworth
chief marketing officer, Functional Inspired Training (FIT)
Finalist – Marketer of the Year – Power Players 2025
One of the hardest working execs in fitness, Brian Killingsworth leads global marketing, content, partnerships, digital, social, PR and communications for all three brands under the FIT portfolio – F45 Training, FS8 and Vaura Pilates. All three brands experienced record performance in 2024 thanks in large part to Killingsworth, who helped secure F45’s naming-rights deal with HYROX, among other big-time partnerships.
Rose Minar
Chief marketing & Experience officer, snap fitness/Lift Brands
Finalist – Marketer of the Year – Power Players 2025
As the Chief Marketing and Experience Officer for Snap Fitness, Rose Minar is a driving force behind the brand’s evolution as a major player in the global fitness franchising market. With a background in hospitality, Minar has revolutionized Snap’s approach, including spearheading a bold brand transformation, integrating AI-driven technology and leading partnerships with world-class brands.
Shilpi Sullivan
Chief marketing officer, eos Fitness
Finalist – Marketer of the Year – Power Players 2025
In just the past 12 months, Shilipi Sullivan has transformed EōS Fitness into a storytelling powerhouse. The architect behind EōS’ “Will Power” mascot campaign, Sullivan brought humor, humanity and excitement to an industry that often plays it safe. In the process, she’s helped unify more than 115 EōS gyms under a single rallying cry, resulting in multiple marketing awards, a 70% increase in branded content views and social media interactions, and over 1.2 billion media impressions.
Chad Waetzig
Chief marketing officer, crunch fitness
Finalist – Marketer of the Year – Power Players 2025
Under Chad Waetzig, Crunch Fitness has earned a reputation for using offbeat, wacky humor in its ad campings – to great effect. The fast-growing HVLP gym brand recently opened its 500th gym and topped three million members. In 2025, Waetzig continued that tradition with a cinematic ad campaign, “Feel Good Here,” a clown-filled spot that built off the success of Crunch’s original “Feel Good, Not Bad” campaign that launched in late 2023.
fitness professional of the Year:
Joy Prouty
director of education, zumba
Winner – Fitness Professional of the Year – Power Players 2025
An internationally renowned fitness instructor, trainer and educator, Joy Prouty has been in the fitness industry for an incredible 60 years. Two decades ago, Prouty created Zumba Gold, and she’s been with the iconic dance-fitness brand ever since, recently spearheading content for the new Zumba consumer app, the Zumba + Lift class, CIRCL Mobility (a yoga-inspired program), Zumba House Music training and more.
Kevin Custer
Chief content officer, echelon
Finalist – Fitness Professional of the Year – Power Players 2025
As Chief Content Officer, Kevin Custer oversees global content production at Echelon, making him the man behind a process that delivers over 300 live classes to fitness consumers weekly. His leadership has been instrumental in upgrading Echelon’s content ecosystem and operational efficiency.
David Magida
Global head of training, hyrox
Finalist – Fitness Professional of the Year – Power Players 2025
Creating and distributing fitness programming for HYROX, David Magida is at the core of one of the industry’s hottest brands. Since stepping into his Head of Training role just over a year ago, he’s helped the brand grow its HYROX 365 gym affiliate program from 1,800 gyms to over 8,000.
Jake McLendon
vp/Group fitness, crunch fitness
Finalist – Fitness Professional of the Year – Power Players 2025
Jake McLendon is a key contributor to one of the industry’s most popular HVLP gym brands with over 500 locations. McLendon plays a pivotal role in shaping Crunch Fitness’ industry-leading group exercise offerings, ensuring they align with the brand’s commitment to fun, inclusive and effective exercise.
Diana Archer Mills
head of creative, les mills
Finalist – Fitness Professional of the Year – Power Players 2025
As Les Mills’ Head of Creative, Diana Archer Mills works with fitness professionals, exercise scientists and a global network of instructors to shape the music and moves featured in some of the world’s most popular workouts. She and her team delivered 364 million workouts this past year alone and pulled in participants from 100+ countries.
executive to watch:
Rachel Lea Fishman
co-founder & ceo, arketa
Winner – Executive To Watch – Power Players 2025
Rachel Lea Fishman has transformed how modern fitness businesses run by co-founding Arketa, an all-in-one platform that simplifies operations with scheduling, payment and marketing solutions. This year, Arketa raised $16 million in a Series A funding round, validating the platform’s ability to ease rather than complicate a fitness entrepreneur’s journey. Under Fishman’s watch, Arketa now serves thousands of businesses, from individual instructors to 10+ location studios.
Molly Crimmins
VP/Partnerships & Communications, Sequel Brands
Finalist – Executive To Watch – Power Players 2025
Experienced in leading brand partnership strategy, media relations, and franchise growth for Orangetheory Fitness and Xponential Fitness, Molly Crimmins is now the VP/Partnerships & Communications at one of the industry’s most exciting new companies — Sequel Brands. At Sequel, Crimmins holds a dual role overseeing strategic partnerships and communications across a portfolio of high-growth fitness and wellness concepts poised to shape the future of the industry.
Danny Dulkin
vp/development, arch amenities group
Finalist – Executive To Watch – Power Players 2025
Having executed more than 50 new development deals in the first half of 2025 and 80 going back the last 12 months, Danny Dulkin is one of the lead architects of the modern fitness and wellness industry. He just led Arch Amenities Group to triple-digit growth, with procurement volumes projecting over $20 million in 2025.
Ashley Marand Iwanicki
founder & ceo, the Collective studios
Finalist – Executive To Watch – Power Players 2025
In just over three years, Ashley Marand Iwanicki grew The Collective Studios from a self-funded startup into a seven-figure, award-winning business with multiple locations. By establishing a welcoming culture and launching educational initiatives, The Collective Studios experienced a 90% increase in new clients year-over-year, drew a 150% boost in retention and forged a growing reputation as a brand that delivers elite training.
Samantha Lane
regional director, east coast, club sports group
Finalist – Executive To Watch – Power Players 2025
Samantha Lane has her finger on the pulse of the business of fitness franchising. At Club Sports Group, she currently oversees 30 studios between F45 Training, FS8 and Vaura Pilates, with an additional six set to open by the end of this year. Those locations include FS8’s top-performing site globally, located in Fairfield, Connecticut.
