Pierson Equity Group

Investment Committee

Peter Taunton

Peter is a pioneer in the fitness industry. In 2003, he had a vision for Snap Fitness: to create an affordable, 24-7, results and value driven gym concept that was differentiated from the impersonal, expensive big-box experience. Today there are Snap Fitness franchises open or in development in 2,500 locations in 26 countries. 

Peter, as the Founder and CEO of Lift Brands, didn’t stop there. He is an expert at understanding consumer desires and fulfilling them. Over the years, he has acquired or founded several brands to round out the consumer-fitness experience: 9Round, Farrell’s, YogaFit, STEELE Fitness, and Fitness On Demand. Together with the Snap Fitness brand they comprise the world’s largest wellness franchise organizations with over 6,000 locations open or in development across multiple brands serving 165 million workouts and counting. 

Peter went on to become the Ernst and Young Entrepreneur of the year and founder of one of the largest wellness brands in the world. Over the years Peter has been featured in several prestigious industry and entrepreneurial magazines such as Forbes, Entrepreneur and Inc. 5,000. Today he has expanded and diversified his business holdings around the globe.

Even as his operations expand, he remains committed to providing knowledge and sharing his own firsthand experiences to help others find their way in life or in their own entrepreneurial journey in the quest for personal financial freedom. 

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