Retro Fitness Powers Up Marketing with Hiring of Chief Brand Officer
Posted: November 6, 2017 in Chains
Retro Fitness
COLTS NECK, N.J. – Known for successfully leading the marketing efforts for consumer brands and franchises through periods of hyper growth, Scott Breault will take on the newly created role of Chief Brand Officer (CBO) at burgeoning gym franchise Retro Fitness, the company announced.
Breault, a results-oriented leader respected for leading cross-functional teams “with purpose,” comes with a recent history of taking fitness brands such as Pure Barre and Orangetheory to the top of their games. His strategic brand awareness campaigns, product launches and partnerships contributed to increased YOY same-store sales and AUV for both brands, highlighted by increases in system-wide sales from $46M to $540M and AUV from $400,000-$900,000 at Orangetheory. Previously, he also served as VP of Marketing for The Learning Experience, a 150-unit international franchisor of child care and early learning centers.
“Retro Fitness is at a pivotal point of growth. We are building our team of best-in-class leaders to elevate our brand and experience for members,” said Retro Fitness CEO and founder Eric Casaburi. “Scott Breault has the know-how and track record with fitness and franchise brands. He has consistently exceeded target objectives at all of his previous companies. That’s the kind of winning style we like to bring onto Retro Fitness.”
As CBO, Breault will be responsible for driving the overall brand marketing and communications efforts for 155-unit, $150M franchise, including creating new member engagement opportunities through consumer insight inspired campaigns, programs, product launches and strategic partnerships.
“I put a focus on discovering the true ‘whys’ behind a brand,” Breault said. “Why do people join a Retro Fitness gym? What inspires them to choose Retro instead of our competitors? Not to just lose weight, or to build muscle – but what is the true root motivation that gets them in the door? Once you have a clear understanding of the customer’s purpose, you can build around that. I was immediately attracted to the sense of urgency and collaboration at Retro Fitness. This brand has tremendous potential, and a fantastic team from the top-down.”
Breault will work with the existing marketing team to enhance the conversation between Retro Fitness and its members and prospects through an omni-channel campaign strategy that reaches consumers at home, at work, on their mobile devices and tablets, and elsewhere.
