Pvolve Adds Senior Execs as Franchise Growth Continues
Stacey Heald and former Oura exec Alexis McDowel join the rapidly expanding functional fitness brand
Pvolve is expanding its leadership team, welcoming Stacey Heald as its new chief operating officer of franchise development and Alexis McDowel, a former Oura executive, as its first global vice president of communications. The news comes on the heels of a year of unprecedented franchise growth for the brand.
Stacey Heald joins Pvolve with 20 years of experience in health and wellness and more than 15 years in corporate unit operations and the franchise industry. She was previously an executive vice president at Medi-Weightloss Franchising and a co-founder of LeHeal Biogenix, which provides non-surgical treatment options to those suffering from orthopedic issues.
In her new role as chief 0perating officer of franchise development, Heald will oversee Pvolve’s franchise strategy, operations and P&L. Her focus will be on fueling franchise expansion, enhancing operations and implementing strategic measures for sustainable growth.
“Pvolve’s unique franchise business stood out to me with its multi-revenue stream business model, proprietary equipment, and hybrid class experiences,” Heald said. “This role provides an exciting canvas to leverage my experience in healthcare and the franchise industry to optimize and grow an already successful franchise business. I believe in the method and look forward to working with the rest of the leadership team to continue Pvolve’s growth, further its commitment to wellness, and positively impact our members.”
Alexis McDowel, the newly appointed vice president of communications, will spearhead Pvolve’s global communications and public relations initiatives. McDowel brings over two decades of communication experience, including as VP of communications at Oura, where she led global PR for product partners, ambassadors, health experiences, and corporate, executive and internal communications. Her other leadership experience includes companies like Fitbit, Electronic Arts, Unity Technologies and LucasArts.
“After working at the intersection of health and technology for over a decade, including a global pandemic that saw the entire industry change at lightning speed, everyone is wondering what’s next,” McDowel said. “Pvolve’s clinically-backed workouts, made by women for women, and omnichannel approach of meeting consumers where they are, embody elements we’ve seen consumers gravitate towards.”
McDowel and Heald join Pvolve’s all-female leadership team, which includes founder Rachel Katzman, president Julie Cartwright, chief marketing and commercial officer Karina Kogan, and chief training officer Antonietta Vicario.
Pvolve has had an eventful start to 2024, with continued franchise growth and the announcement of its Health Aging Study, which validated the brand’s fitness method in a clinical study.
Notably, Jennifer Aniston joined Pvolve last year as an advisor and has also starred in an ad campaign for the brand. Pvolve awarded 28 franchise licenses in 2023, bringing its total number of franchise locations to 40. Last year, five new studios were opened in San Diego and Carlsbad, California, Nashville, Tennessee, Victoria (British Colombia) and Calgary in Alberta, Canada.
“At Pvolve, our success is all about the dedication of our fantastic leadership and team,” Katzman said. “Now, with experienced leaders like Stacey Heald to steer the franchise business and Alexis McDowel to elevate awareness through PR, we’re gearing up for even more growth. I can’t wait to see the milestones we’ll achieve together.”