Extraordinary Brands (EB), parent of the Pūrvelo Cycle, Eat the Frog Fitness, Row House, and Neighborhood Barre fitness brands, has added to its leadership team as the company continues its expansion efforts.

EB said these new leadership hires “reflect the company’s commitment to driving growth and fostering innovation across all departments.” Founded initially with two employees in 2022, the company now numbers 14 experienced professionals to drive the business forward.

“Welcoming new additions to the Extraordinary Brands family marks an exciting new chapter for us,” said company President RJ Krone. “I am thrilled to have such talented individuals join our team, each bringing unique expertise and energy to our expanding team. Together, I’m confident we will continue to grow and elevate our brand, achieving even greater heights with this incredible team.”

New hires include:

  • Nick Trolian, director of franchise sales and operations, will leverage data-driven business strategies to optimize operational efficiencies and drive studio growth.
  • Joe Trinca, director of franchise development, has over a decade of experience scaling franchise brands. He will focus on vetting franchise candidates and developing growth strategies to ensure sustainable expansion across new territories.
  • Ellen Park, director of marketing, and Marley Delaney, director of marketing for Row House, lead the growth of brand awareness and engagement. Park has extensive experience in multi-studio franchise ownership and strategic marketing, while Delaney’s expertise is in franchise marketing.
  • Anthony Urquidez, senior graphic designer, and Halley Mitchell, content manager, will support the company’s vision of delivering impactful brand experiences across all platforms.
  • Amanda Mielke, director of fitness and retail, will focus on developing fitness experiences for all brands. Michelle Parolini, spearheading Row House, will bring her expertise to elevate Row House’s training protocols. Shelly Geist will drive innovative fitness strategies within Eat the Frog Fitness.

“Hiring such talented and dedicated individuals has been instrumental in shaping the incredible culture we have at Extraordinary Brands,” continued Krone. “Each of them brings unique expertise and passion to the table, and together, we are building something truly special at Extraordinary Brands. Their leadership and commitment to excellence have already made a significant impact, and we’re excited about the continued success of our brand with this exceptional team driving us forward.”

Paul Flick founded Extraordinary Brands in 2022 as a multi-franchisor platform within the boutique fitness and wellness space with plans to offer a portfolio of brands, including Pilates, spin, barre, HIIT, and recovery concepts.

Image courtesy Row House