Our Team
Driven by Results. Backed by Experience.
A leadership team with decades of fitness experience, managing high-performing clubs and delivering consistent growth.
MARK FEDERICO
With a clear vision for building something meaningful and sustainable, Mark brings the strategic perspective, operational discipline, and hands-on experience needed to lead with purpose. As CEO, he sets the tone for the organization, aligning people, priorities, and performance around a shared mission. His leadership combines big-picture thinking with a deep understanding of execution, helping guide the company’s growth while ensuring the values behind the business remain at the center of everything we do.
CEO
JEFF STONE
As President and COO, Jeff brings a leadership philosophy rooted in strategic clarity, analytical rigor, and servant leadership. He is focused on empowering teams to move with purpose, identify high-impact value creation opportunities, and execute with speed and discipline. By combining operational excellence with a people-first approach, he helps align the organization around clear priorities, stronger accountability, and sustainable growth.
President/COO
wai yu
With more than 18 years of proven success leading finance and accounting operations, Wai brings the strategic discipline and financial expertise required to support growth across complex, multi-unit businesses. As CFO, he is a trusted partner to the executive team, known for using data-driven leadership, capital planning, and operational excellence to drive revenue, improve profitability, and strengthen overall business performance. His ability to connect financial strategy with operational execution helps create clarity, accountability, and sustainable value across the organization.
Chief Financial Officer
John Mcgrail
Creative and strategic in equal measure, John brings more than 20 years of marketing experience and a fresh perspective to every campaign. He has a strong ability to turn insights into action, building strategies that connect with the right audiences and drive meaningful results. His mix of creative thinking, data-driven decision-making, and hands-on leadership helps ensure our message is not only seen, but truly resonates.
Vice President, Marketing
Greg DiNatale
Dynamic, growth-minded, and strategic leader with extensive experience in leading operations. Adept in developing growth strategies to maximize sales, developing leaders, and building high-performance teams.
Vice President, Human Resources
Anthony Herrera
Results-driven Fitness Professional with a strong track record in operations, leadership, sales, and employee management. Adept at driving business growth through innovative and strategic initiatives. A high-performing leader with exceptional communication skills, known for fostering collaboration and influencing positive outcomes.
Vice President, Fitness
Caitlin Rayson
With prior experience leading club operations and a strong understanding of what it takes to run successful fitness clubs, Caitlin brings a unique blend of hands-on industry knowledge and deep technical expertise. This combination allows her to bridge the gap between day-to-day club needs and scalable technology solutions that support growth, efficiency, and member experience.
Director of Systems and Administration
matt smith
With a strategic focus on sustainable expansion and market presence, Matt drives the real estate and portfolio development strategies for the organization. He oversees site selection, lease negotiations, and market analysis to identify high-impact locations that align with the company's long-term growth objectives. His leadership combines deep industry insight with a disciplined approach to execution, ensuring that every new footprint strengthens the brand’s reach while delivering maximum value to the business and the communities we serve.
Director of Real Estate