Purpose Brands Strengthens Leadership Team with Four Key Appointments

September 21, 2026 // Franchising.com // BOCA RATON, Fla. and WOODBURY, Minn. — Purpose Brands announced the appointment of new senior leaders across its organization.

Oded Shein, Chief Financial Officer, Purpose Brands

Shein brings more than 30 years of financial and retail leadership experience spanning health and wellness, technology, supermarkets, and other retail concepts. He joins Purpose Brands from GNC, where he served as CFO. Earlier in his career, Shein held CFO roles at Shift Technologies, The Fresh Market and Stage Stores, along with senior financial roles at Belk and Charming Shoppes. He succeeds interim CFO Robert Gunkel.

"Purpose Brands is a company with real momentum, and I'm ready to help accelerate it," said Shein. "I'll bring a fresh perspective from the retail industry, with a focus on helping the organization navigate growth, drive operational performance and solidify its financial foundations."

Carl Loredo, Global Brand President, Orangetheory Fitness (OTF)

Loredo joins Orangetheory from Pizza Hut U.S., where he served as U.S. President, leading the U.S. business and driving growth in partnership with franchisees. Before that, he spent almost a decade at The Wendy's Company, most recently as Global Chief Marketing Officer, and earlier held roles at The Marketing Arm, Craftmade and Frito-Lay, building a strong track record in brand development, marketing, innovation and franchise leadership. He succeeds former OTF Global Brand President Lauren Cody.

"I'm excited to help strengthen Orangetheory's position as an industry-leading studio brand," said Loredo. "I've long admired the innovation OTF brought to the category 16 years ago. I am committed to building on the passion our consumers clearly have for the brand, partnering with our franchise partners to deliver a world-class experience, and furthering the expansion of the Orangetheory brand on a global scale."

Loredo will work closely with Stephanie Schon, Domestic Brand President, Orangetheory Fitness, who stepped into the newly created role in May 2026 to oversee the brand's US operations. Schon joined Purpose Brands in 2020 and previously held dual roles as Brand President of both The Bar Method and Waxing the City; before that, she led teams at Buffalo Wild Wings and Erbert & Gerbert's Sandwiches & Soups.

"Getting to witness first-hand the passion of the Orangetheory community and its franchisees over these last several months has been a joy," said Schon. "I can't wait to partner with Carl as we write OTF's next chapter together and build on everything that makes this brand so special."

Katin Keirstead, Brand President, Waxing the City

Keirstead succeeds Schon as Brand President of Waxing the City, a role she assumed September 8. She spent nearly a decade at Planet Fitness, serving as Vice President of Franchise Operations and holding leadership roles in operations training and systems. Most recently she served as Vice President of Operations at The Junkluggers. Earlier in her career, Keirstead was a licensed aesthetician and owned her own spa.

"My career has been a unique combination of franchise operations, training, technology and systems," said Keirstead. "I'm ready to apply those experiences to Waxing the City, scaling our business and strengthening the support we provide our franchisees."

"We've spent the last two years building a strong foundation across our franchise system, brands and teams," said Tom Leverton, Chief Executive Officer, Purpose Brands. "The strategic appointments of Oded, Carl, Katin and Stephanie reflect our commitment to innovation at Purpose Brands; I'm confident their combined expertise will drive that innovation forward."

SOURCE Purpose Brands, LLC

###