Executive Team

Carl Liebert – Chief Executive Officer

As CEO of 24 Hour Fitness, Carl C. Liebert III is responsible for the worldwide operations of more than 400 fitness clubs and 20,000 employees who collectively serve the fitness needs of approximately 4 million members. During Carl’s tenure at 24 Hour Fitness, the company has expanded its presence on the East Coast, enhanced the member experience through industry-leading innovations with companies like Nike and Apple, and extended its partnership with the United States Olympic Committee and NBC’s The Biggest Loser television series. 24 Hour Fitness has also expanded its online presence, selling memberships and personal training on the Web.

Under Carl’s leadership, 24 Hour Fitness has moved aggressively to promote youth fitness through the implementation of team sport programming, youth performance training and, most recently, a partnership with KaBOOM!, a nonprofit organization committed to building playgrounds within walking distance of every child in America.

A former United States Navy officer, Carl earned a Bachelor of Science degree in physical science from the United States Naval Academy. Carl later earned a Master of Business Administration degree from the Owen Graduate School of Management at Vanderbilt University in Nashville, Tenn.

Prior to joining 24 Hour Fitness in November 2006, Carl held the role of executive vice president for The Home Depot. In this role, he oversaw the operations of more than 2,000 stores located in the U.S. and Mexico. During his time at Home Depot, annual revenue grew to $71 billion from $60 billion. Earlier in his career, Carl served in a number of leadership roles at Circuit City, including senior vice president, division president and vice president of corporate operations. As a Six Sigma Master Black Belt, Carl also had a successful career with General Electric, holding leadership roles in the Consumer Products and Warranty Management businesses.

At each step throughout his career, Carl has applied the principles of treating his associates well, focusing on the customer experience and building great teams that deliver results. He is a leader of vision and integrity, balancing his motivational leadership style with his global business acumen. Carl serves on the Veterans of Foreign Wars Foundation Board of Directors and The V Foundation for Cancer Research Board of Directors.

Tony Wells – Chief Marketing Officer

As Senior Vice President, Marketing, Tony is responsible for advertising, promotions, brand management, public relations and sponsorship marketing for 24 Hour Fitness.

Prior to joining 24 Hour Fitness, Tony served as Vice President, Client Services, for Visa USA, Inc. In this role he was directly responsible for global relationship management for HSBC Bank. Tony first joined Visa USA as Vice President, Partnership Marketing, where he oversaw daily operations and management of Visa’s sponsorship, event and alliance efforts. Tony also came to 24 Hour Fitness with previous work experience with General Motors R*Works; SFX Sports Group, a division of Clear Channel; Mills Corp.; and Nissan North America, Inc.

A native of Washington, D.C., and a former Marine officer, Tony received a B.S. degree from the United States Naval Academy and a management certificate from Johns Hopkins University. He has served on the national board of directors for Mothers Against Drunk Driving, Make-A-Wish-Friends Mid-Atlantic and his alma mater, Our Lady of Good Counsel High School.

Dan Benning – Senior Vice President of Club Excellence

Dan ensures that the teams at 24 Hour Fitness incorporate best practice methodologies and continuous improvement strategies to support our rapid growth plans and maintain our focus on member satisfaction.

Prior to joining 24 Hour Fitness, Dan was the executive vice president of retail at Namco LLC, which operates the nation’s largest family recreation superstore. In this role, he was responsible for the company’s overall profitability and continuous improvement strategies to increase company growth.

In addition to his work at Namco LLC, Dan has also served as vice president of corporate operations, regional vice president and in several district and store manager roles at Circuit City.

Daniel De La Rosa – Division President

Dan has proven himself as a leader in various roles at 24 Hour Fitness, from working the floor in our clubs to running multimillion-dollar divisions. Today, he exercises his experience and leadership as president of the Southwest Division.

Dan has been a member of the 24 Hour Fitness team for 26 years. In addition to serving as senior vice president of U.S. sales, he has served as central California division president, vice president of Orange County and San Diego, district manager and club manager. As Division President, he’s responsible for managing operations for 24 Hour Fitness clubs in San Diego County, Orange County, Los Angeles County, Ventura County, Santa Barbara County, Inland Empire, Bakersfield and Arizona.

Colin Heggie – President of California Fitness in Asia

Prior to being named president of California Fitness in Asia, Colin spent nearly eight years as CFO for 24 Hour Fitness. Previously, he served as senior vice president and chief financial officer for global operations at Burger King Corporation, including a year as president of the Asia Pacific region.

Jeffrey Boyer – Chief Financial Officer

Jeff joined 24 Hour Fitness after five years with Michaels Stores, Inc., most recently as president and chief financial officer. Previously, he held senior financial positions with a number of multi-unit retailers and consumer product companies, including five years with Sears Roebuck & Co. and Kraft Foods.