Schroder Looks to Elevate the Fitness Franchisor to a Marketing Powerhouse
Retro Fitness has brought on Tim Schroder as chief marketing officer. He’ll oversee the fitness franchisor’s marketing strategy amid Retro’s expansion and its partnership with public relations and digital media agency Champion to amplify the brand’s voice and recruit investors. The marketing pro brings over 25 years of experience to the CMO role.
“I am excited to elevate the current marketing infrastructure from good to great. I am excited to help evolve the company’s digital marketing efforts to generate high-quality leads. I am excited to draw from nearly two decades of experience in the restaurant industry to introduce innovative approaches to the fitness industry and a fresh perspective into our marketing strategies. And I am excited to help evolve the Retro Fitness brand and transform it into a formidable brand-marketing powerhouse,” Schroder said.
He was recruited by CEO Andrew Alfano, who was looking for someone with extensive franchise and branding experience as well as a fresh perspective and innovative ideas. Schroder was immediately intrigued at the prospect of contributing to Retro Fitness’ expansion and becoming part of a company dedicated to transforming people’s lives. Schroder is eager to apply his marketing expertise to an industry outside restaurant franchising. “Retro Fitness’ recurring-revenue model and attractive profit margins offered an appealing shift from the challenges associated with the food and labor costs in the restaurant industry.”
Alfano praised Schroder’s expertise and passion in a statement. “Tim has extensive experience directing strategic marketing for big, household-name brands. He’s just the kind of pro we need to head up our marketing efforts as we continue to grow and position Retro Fitness as a leading brand in the industry.”
The First Year
In addition to elevating Retro’s brand visibility, implementing targeted campaigns and optimizing digital strategies, Schroder cites fostering cross-functional collaboration and leveraging data for informed decision-making as key focuses in his first year as CMO. Ultimately, his goal is to align marketing efforts to strengthen brand presence, driving member and club growth.
Marketing and Innovation
Prior to joining Retro, Schroder held executive roles including CMO for Golden Corral Corp. in Raleigh, N.C., and senior vice president of marketing and operations services for Firebird Restaurant Group in Dallas. He’s been curious about marketing since he was a child and has always tried to find innovative approaches to complete tasks and reach goals.
To Schroder, effective marketing is rooted in a deep understanding of the target audience, and he added that knowing that audience’s needs and preferences allows entrepreneurs to tailor their message. He noted that three ingredients in effective marketing campaigns are creating emotional connections, embracing innovation and adapting when necessary.
When working with candidates interested in Retro, he emphasizes the importance of adhering to the mantra that “anything is possible.” Schroder urges aspiring entrepreneurs to start small, solve real problems, and fail forward while learning from their mistakes. “Stay focused, stay adaptable and foster a mindset of continuous learning. And don’t be afraid to take calculated risks.”
About Retro Fitness
Retro Fitness has been providing members with a place to exercise and achieve their fitness goals for nearly two decades. The franchisor has 200 health clubs open or in development across the country, according to a press release.
