Xponential Fitness Hires New President, Looking Outside the Industry

Danielle Porto Parra, the former McAlister’s Deli president, steps in as Xponential weighs a sale or merger amid pressure from shareholders

Xponential Fitness, the franchisor behind Club Pilates, Pure Barre, StretchLab, YogaSix and BFT, named Danielle Porto Parra as its new president, effective immediately.

Parra brings more than two decades of consumer brand and franchise leadership from McAlister’s Deli, where she most recently served as president and chief brand officer, plus earlier leadership roles across Cinnabon, Auntie Anne’s, Jamba, Pep Boys, Build.com, Caesars Entertainment and Petco.

“Danielle brings deep expertise across both franchised and company-operated models, with a proven track record of improving unit-level economics, aligning operators and enhancing the customer experience,” Xponential Fitness CEO Mike Nuzzo said. “Her ability to combine strategic vision with operational discipline positions her well to help us continue to build a best-in-class partnership with our franchisees. The board is confident in her leadership and strategic perspective, and I look forward to working closely with her as we advance our mission.”

Notably, Nuzzo himself is a Petco veteran, having served as chief financial officer and chief operating officer of the pet retailer and played a key role in its 2016 sale and 2021 IPO.

Parra, who holds business and advertising degrees from the University of Georgia, joins Xponential during a period of leadership turnover. The franchisor’s longstanding chief financial officer, John Meloun, exited the company in March. Robert Julian is serving as interim CFO while Xponential searches for a permanent replacement. Tim Weiderhoft, Xponential’s chief operating officer, also separated from the company earlier this month, according to a securities filing.

Nuzzo himself is closing in on the one-year mark, having been appointed last August to replace Mark King, who resigned as CEO and director of the boutique fitness and wellness franchisor. King has since landed at Jack in the Box, where he was named executive chairman and interim CEO this month.

“I’m honored to join Xponential and our franchisees in our mission to improve health and wellness in everyday life,” Parra said. “At the core of my leadership approach is a commitment to driving long-term success for our franchisees. When they succeed, our brands and the communities we serve thrive alongside them.”

Her appointment fills a seat that’s seen its share of churn since former president Sarah Luna stepped down in December 2024.

Luna, a former Pilates instructor and Jazzercise franchisee who’d held leadership roles at Club Pilates and Pure Barre before her promotion to Xponential president in 2021, didn’t stay on the sidelines for long. She’s now CEO of Pilates Addiction, a reformer Pilates franchise launched under Sequel Brands — the new venture from Anthony Geisler, the founder and former CEO of Xponential.

Parra arrives at a pivotal moment for the franchisor. Xponential announced a formal strategic review in April, engaging Jefferies LLC to evaluate options, including a sale or merger, amid pressure from shareholders Voss Capital and Kanen Wealth Management, who have publicly argued that Club Pilates alone is worth more than the company’s current enterprise value. 

Xponential’s first-quarter revenue fell 21% year over year, though Nuzzo pointed to record member retention and Club Pilates’ continued international expansion, including first studios in Mexico, Belgium and Thailand, as bright spots.