Retro Fitness creates chief brand officer role

Retro Fitness has announced a new position for its growing gym franchise.

Scott Breault will take on the newly created role of chief brand officer.

Breault previously worked with fitness brands such as Pure Barre and Orangetheory.

His strategic brand awareness campaigns, product launches and partnerships contributed to increased year-over-year same-store sales and average unit volume for both brands, highlighted by increases in systemwide sales from $46 million to $540 million and average unit volume from $400,000 to $900,000 at Orangetheory.

“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 founder and CEO 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.”

Breault will be responsible for driving the overall brand marketing and communications efforts for the 155-unit, $150 million Colts Neck-based 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.