Waxing the City Welcomes Katin Keirstead as President

Katin Keirstead is the new brand president of Waxing the City, a waxing franchise under the Purpose Brands umbrella. Keirstead’s franchise background includes serving in leadership positions at Planet Fitness, The Junkluggers and Stay in Your Lane. She is also an experienced esthetician who has owned her own spa.

“This role feels like coming full circle. Waxing the City brings together the two halves of my career: my roots in esthetics and my experience scaling franchise systems through operations, training, technology and systems,” Keirstead said. “It’s a brand with a clear specialty, a passionate community of cerologists [hair removal and waxing experts] and franchisees, and a lot of room to grow.

When the opportunity came to succeed Stephanie Schon as she moved into her domestic brand president role at Orangetheory Fitness [another franchise under Purpose Brands’ umbrella], it felt like the right fit at the right time.”

Keirstead looks forward to spending time in studios, listening to owners and cerologists, and finding ways to make their day-to-day lives easier. “Whether that’s better training, smarter tools or simpler systems, our guests feel it when our franchisees have what they need. Purpose Brands gives us the infrastructure of the world’s largest portfolio of fitness, health and wellness franchise brands while letting Waxing the City stay focused on its specialty.

That means access to shared technology, data, marketing, real estate, procurement and franchise development expertise that a stand-alone brand would struggle to build on its own.”

Keirstead leads her team by listening, setting clear expectations and following through. “I’m a big believer in systems: Good leaders build processes and training that let people succeed consistently, rather than relying on heroics,” she said. “Having run my own small business, I never lose sight of the fact that every decision we make at the brand level shows up in a franchisee’s day.”

Purpose Brands CEO Tom Leverton said the personnel changes, including the appointments at Orangetheory of Oded Shein as chief financial officer and Carl Loredo as global brand president, reflect the company’s commitment to innovation. “We’ve spent the last two years building a strong foundation across our franchise system, brands and teams. I’m confident their combined expertise will drive that innovation forward,” Leverton said.

Purpose Brands is a leading franchisor of fitness, health and wellness franchise brands and services, including Anytime Fitness, Orangetheory Fitness, Waxing the City, The Bar Method, Healthy Contributions and Provision Security. Together, these brands operate across all seven continents with a combined 6.3 million members.