Purpose Brands added a new CFO and three brand presidents in one sweep, reshaping leadership at Orangetheory and Waxing the City.
Purpose Brands, the franchisor behind Orangetheory Fitness, Anytime Fitness and Waxing the City, named four new senior leaders in a single announcement this week. Oded Shein joins as chief financial officer from GNC, Carl Loredo becomes Orangetheory's global brand president after running Pizza Hut's U.S. business, and Katin Keirstead steps up to lead Waxing the City. The moves touch the $4.1 billion portfolio's finance function and two of its largest consumer-facing brands at once.
Shein spent most of his career in retail finance, most recently as CFO at GNC, and before that at Shift Technologies, The Fresh Market and Stage Stores. Bringing in a retail-trained CFO rather than a fitness-industry veteran signals Purpose Brands wants outside discipline on unit economics and capital allocation as it manages a portfolio spanning 45 regions and 6.3 million members.
Loredo replaces Lauren Cody, who took the Orangetheory brand president role in January 2025, meaning the studio brand has cycled through two brand presidents in 20 months. He arrives from Pizza Hut U.S. and Wendy's marketing leadership, a QSR background rather than boutique fitness, which puts weight on how fast he adapts to studio-level franchisee economics instead of restaurant unit economics. For Orangetheory franchisees, the turnover puts pressure on continuity heading into the brand's next stretch of international expansion.
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