Kevin Yates promoted to Chief Executive role for Lift Brands EMEA

Lift Brands has announced the appointment of Kevin Yates, who joined the fitness group as Chief Operating Officer in September last year, as Chief Executive for its business in the EMEA (Europe, the Middle East and Africa) region.

Yates joined Lift Brands in September 2023 with responsibility for driving the operations of the Snap Fitness franchise in UK and Ireland.

With Lift Brands having ambitious rollout plans for is Snap Fitness brands, Yates will be leading this roll-out in EMEA, which covers 105 countries, including the UAE and Saudi Arabia.

Commenting on his new role and its future plans, Yates commented “we're poised not merely to respond to market changes but also to be at the vanguard, forging new paths and enhancing the fitness experience.”

Noting that he has enjoyed an extraordinary learning experience working with group Chief Executive, Ty Menzies, he added “his exemplary leadership has not only been brilliant, but also transformative, setting a high bar for us all.

“Collaborating with our global executive team has been inspirational and a privilege. Their knowledge, expertise, and unwavering commitment to excellence have profoundly shaped my approach and perspective.”

As well as being the parent brand of Snap Fitness, Lift Brands also has FitnessOnDemand in its portfolio, which provides digital fitness to many industries, including health clubs and hotel chains and is trading well. It's also a minority partner in kickbox fitness concept, 9Round, as well as the Australian-founded, Fitstop.

Before Lift Brands, Yates co-founded boutique, industrial-luxe, fitness franchise, TRIB3, in 2015, going on to open locations across Europe. Prior to this he was Chief Executive at Be X Fitness and a Director and investor at 1Rebel.

Image: Kevin Yates. Credit: Trib3.