Exec Moves: SHA Links With Fernando Alonso

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

SHA Names Fernando Alonso Global Brand Ambassador

SHA has named two-time Formula 1 world champion Fernando Alonso its global brand ambassador, pairing the longevity company with an athlete whose career has spanned more than two decades at the top of his sport.

The partnership gives SHA a high-profile voice for its focus on health, recovery and sustained performance. Alonso, who has 32 Grand Prix wins, said his approach to staying competitive extends beyond training to how he prepares, recovers and cares for his health day to day. For SHA, the appointment connects its longevity offerings to a familiar example of performance over time.

Sal Pellegrino to Step Down as FISA Executive Director

Sal Pellegrino will leave his role as executive director of the Fitness Industry Supplier Association on Dec. 15 after nearly four years. He plans to focus on advisory work, board roles and other projects across the fitness industry.

Pellegrino took the helm in February 2023, bringing decades of experience as a club owner and supplier executive, including roles at StairMaster, Precor, Les Mills and Core Health & Fitness. During his tenure, FISA expanded its networking events and membership to include more technology and service providers. He will support the association’s transition through December.

Giles Denning Exits PerformX to Launch Men’s Mental Fitness Venture

Giles Denning has stepped down as director of PerformX Live to launch a men’s mental fitness venture with positive psychology experts Pete Taylor and Josh Cheetham. The group plans to use events, coaching and community to make mental fitness a regular practice for founders and business leaders.

Its first event, London Men’s 500, is planned for Mercedes-Benz World, with a date yet to be announced. Events in Dubai, Miami and Manchester are planned for 2027, followed by an ongoing community and mastermind program.

Denning said the venture draws on the fitness industry’s use of coaching, accountability and community, applying those ideas to men’s psychological well-being before they reach a point of crisis.

GoRuck Names Mike Vallely Chief Brand Officer

GoRuck has named Mike Vallely chief brand officer as the rucking brand looks to reach a broader fitness audience. A Skateboarding Hall of Fame inductee, musician and entrepreneur, Vallely will help tell the brand’s story and represent it alongside co-founders Jason and Emily McCarthy. He has been part of the GoRuck community since completing his first GoRuck Challenge in 2011.

WellBiz Brands Names Benjamin Marmor CFO

WellBiz Brands has appointed Benjamin Marmor chief financial officer. He joined the franchisor in August after serving as chief financial and strategy officer at Diversified Restaurant Group, a Taco Bell franchisee with 370 locations. Marmor brings more than 25 years of finance and strategy experience to WellBiz, whose portfolio includes Fitness Together, Elements Massage and Drybar.