Executive moves is ATN’s weekly roundup up of the key industry personnel changes

Function Taps Taj Alavi as CMO

Health platform Function has named Taj Alavi its first chief marketing officer, bringing in a veteran of Spotify, Uber and Instagram to lead marketing as the company expands its membership-based testing and health insights business.

Alavi previously served as global head of marketing at Spotify and led global brand and creative at Uber. At Instagram, she oversaw global brand marketing and helped launch Stories as the platform grew from 300 million to 1 billion users. Most recently, she consulted at Neko Health.

Her appointment follows a year of expansion for Function, including acquisitions of Getlabs and SuppCo and $450 million in growth financing from General Catalyst’s Customer Value Fund.

Separately, Function has added Dr. Jen Ashton to its Medical & Scientific Board. The former ABC News chief medical correspondent and founder of women’s health platform Ajenda is board-certified in OB-GYN and obesity medicine and holds a master’s degree in nutrition. Ashton will advise on women’s health across Function’s offerings and help guide its Medical Intelligence Lab’s work to account for women’s biology and changing health metrics throughout their lives.

Visium Names Jason DiBona CEO

Indoor health technology company Visium has appointed Jason DiBona as CEO, tapping the former Molekule chief executive to lead its next phase of growth.

DiBona brings more than 25 years of experience across medtech, health sciences and global business operations. He succeeds co-founder John Rajchert, who will remain involved as an adviser and support the company’s development of next-generation Far-UVC LED technology.

Based in West Palm Beach, Florida, Visium develops ultraviolet light technology designed to reduce airborne and surface pathogens in occupied spaces. DiBona will oversee its expansion across markets including commercial real estate, healthcare, education and sports.

DiBona also serves on the International WELL Building Institute’s Global Commission on Healthy Indoor Air.

Fôld Adds Five Commercial Hires to Support Expansion

U.K.-based Pilates equipment brand Fôld has appointed five commercial team members as it expands its operator partnerships and international distribution.

Gianna Rinaldi joins as head of global distribution, bringing more than 20 years of fitness industry experience, most recently as commercial director at Primal Strength. She will lead the brand’s entry into new markets. Sarah Cowperthwaite joins from Technogym as key account manager, overseeing relationships with customers including multi-site studio groups, hotels, gyms and corporate wellness operators.

Milly Church, previously with personalized nutrition brand Calo, becomes core sales manager for southern U.K. markets. A trained Pilates instructor, Church will lead new business development across the region. Eleonora Villari joins from Life Fitness as core sales manager for northern England, while Sophie Argyrou takes on the role of inside sales executive, managing inbound commercial inquiries and developing the sales pipeline.

The expanded team is supported by former Life Fitness chief commercial officer Frank van de Ven, who has been advising Fôld’s leadership on commercial strategy and structure.

4Ever Young Adds Finance & Tech Leaders

Wellness and aesthetics franchise 4Ever Young has named Ben Hoeft vice president of finance and Manish Goomar vice president of technology as it strengthens support for its growing franchise system.

Hoeft brings financial leadership experience in health and wellness and will focus on improving visibility into business performance, helping leadership identify priorities and guide strategic planning.

Goomar joins with more than 15 years of experience in healthcare and digital transformation. He will lead the brand’s digital strategy, developing systems that better connect corporate teams, franchisees and centers while supporting operational efficiency and the patient experience.

The appointments come as Boca Raton, Florida-based 4Ever Young expands its footprint, recently signing its first New York development agreement for a center in Commack on Long Island. The brand offers services including advanced diagnostics, hormone optimization, aesthetic treatments and weight management.

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