Lift Brands Announces Strategic Partnership with Australia’s Functional Fitness Brand, Fitstop

“Lift Brands has both developed great bands and made strong strategic partnerships to enhance our offering for both our members and our franchisees,” said Ty Menzies, global CEO of Lift Brands. “Our partnership with FitStop will allow Lift Brands to diversify into the significantly trending space of athletic functional fitness and open the door to our franchisees to invest in an on-trend, fast-growing and very exciting offering in FitStop.”

Lift Brands APAC CEO Chris Caldwell said Fitstop’s individual locations’ performance and cultural alignment are two attributes of the partnership.

“Our values as a business, and even on a personal level, were the perfect match with the Fitstop team,” said Caldwell. “The integration and connection they have with their individual franchisees is quite special, and we cannot wait to be a key partner in their growth.”

Fitstop is a leading functional-based fitness brand launched in 2017 with an annual growth rate of 70 percent. That growth made the company a key player in the functional fitness industry in Australia at a time when Lift Brands was eager to add a new element to its fitness network. The next phase of growth will involve introducing Fitstop to the New Zealand market, followed by the UK and US on a larger scale. Caldwell will join the Fitstop board as a non-executive director, alongside Fitstop’s CEO Peter Hull and Chairman Stuart Cook.

“This partnership has been months in the making, and we couldn’t be happier to collaborate with a network of like-minded leaders in the industry,” said Hull. “This is a huge milestone for both brands and really puts us on the fitness map.”