Anytime Fitness’ Parent Company Promotes Amy Halford To New Position As CMO
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Anytime Fitness’ Parent Company Promotes Amy Halford To New Position As CMO

July 11, 2019 // Franchising.com // Amy Halford has been promoted to the position of Global Chief Marketing Officer for Self Esteem Brands, the parent company of Anytime Fitness, Basecamp Fitness and Waxing the City. For the past year, Halford served as VP of Marketing for Self Esteem Brands and its multiple franchise businesses.

“We hired a nationally-known search company to help us identify the best possible candidate for our new Global CMO position,” said Dave Mortensen, president and co-founder of Self Esteem Brands. “The search company met with Amy and then told us that they’d be wasting our time and money if they looked at other candidates. In the short time that she’s been with SEB, Amy already understands our customers and our business needs better than any outsider possibly could.”

Halford’s experience includes leading marketing strategy, digital marketing, CRM, and brand management across CPG, retail, digital publishing, and health and fitness industries. She has been recognized as one of Advertising Age’s “Women to Watch,” Brand Innovators “40 under 40,” and Top Rank’s “50 Influential Women in Digital.”

Among Halford’s primary responsibilities as Global CMO for Self Esteem Brands will be business and consumer growth for Anytime Fitness (nearly 5,000 gyms in more than 30 countries), Waxing the City (120 studios nationwide), and Basecamp Fitness (five studios in CA; two studios in MN).

Halford received her MBA from the University of Minnesota, her BA in Business Administration from the University of Northern Iowa and is a 2009/2010 University of Minnesota Humphrey Institute Policy Fellow. Outside of the office, Halford is wife to one husband, mother to three children, a lover of wine, fitness, the Green Bay Packers, and all things Italian.

About Anytime Fitness

Healthy doesn’t happen on its own. Healthy happens with the right support and encouragement. At Anytime Fitness, coaches and staff truly care – and they take the time to help members lead healthier, happier lives. For 11 consecutive years, Anytime Fitness has been the fastest-growing gym franchise in the world, averaging 300 new gyms per year while serving 4,000,000 members at nearly 5,000 gyms in 40 countries. Open 24 hours a day, 365 days a year, Anytime Fitness prides itself on providing its members with a wide array of fitness options and friendly, personal service in well-maintained facilities which feature top-quality exercise equipment. All franchised gyms are individually owned and operated. Join one gym and use them all.

About Waxing the City

Waxing the City is a franchise devoted to the art of waxing, catering to both women and men. Founded in 2003, in the trendy LoDo neighborhood of Denver, CO, Waxing the City grew from a one-room studio, to a regional phenomenon. By 2010, Waxing the City added three studios in the greater Denver area and also expanded to Dallas, TX. From the start, the founders have been committed to hiring the best and making them better. To ensure “Waxing Standards of Excellence,” every licensed Cerologist® (esthetician) at Waxing the City completes an extensive training course before they serve clients. In late 2012, the founders of Waxing the City partnered with MN-based Anytime Fitness, LLC, and the world’s largest co-ed fitness franchise. Anytime Fitness is leveraging its tried-and-true franchise support systems to Waxing the City franchisees. Waxing he City hopes to have 150 studios open by the end of 2019.

About Basecamp Fitness

Basecamp Fitness is a high-intensity efficient workout, designed to help you discover a stronger, faster you. Each 35-minute workout focuses on interval training, rotating between an Air-bike and heart-pumping floor exercises. Supported by a trained instructor, members receive additional guidance via large instructional video screens. An optional 10 minutes at the end of each workout features a wide array of core exercises, which means participants benefit from intense cardio, strength training and abdominal training during every session. The first Basecamp Fitness studio opened in Burlingame, CA in 2013. Today, there are six locations – two in the San Francisco area, three near Los Angeles and Basecamp’s newest location in Minneapolis’ North Loop. Purchased by Self Esteem Brands in 2018, corporate-owned Basecamp Fitness gyms began opening in the Twin Cities metro area in 2019 with plans for worldwide franchising beginning in 2020.

SOURCE Anytime Fitness

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