New Executive Team Set to Bolster Growing Fitness Franchise

New Executive Team to Bolster Growing Fitness Franchise

DEFINE Storefront

DEFINE body & mind recently announced that three new executives have joined the company and will be based in the company’s Houston headquarters. Joining the company are Charles El Moussa as Chief Operating Officer; Troy Wise as Marketing Director and Melanie Baxter as Community Health & Wellness Director.

“We are proud to enhance DEFINE’s corporate structure with such proven leaders,” said Henry Richardson, Founder and Co-Owner. “These positive changes to our team will only ensure further success and support for our clients; studios and the rapidly growing DEFINE franchise.”


Charles El-Moussa

Charles El-Moussa

Charles El Moussa, Chief Operating Officer:

Charles joins DEFINE as an impassioned leader, client advocate, and strategic innovative thinker. Charles’ extensive experience includes a unique blend of in-house counsel, entrepreneurial drive, and a successful track record for leading company operations, sales and business development. In his prior position as General Counsel and Chief Operating Officer of RE/MAX of Texas, Charles spent ten years facilitating overarching operation and corporate legal oversight of a 250 franchise and 4,500 sales associate regional network.

In his COO role at DEFINE, Charles will be responsible for overseeing corporate operations, franchise expansion, sales strategy and systems development in addition to corporate compliance.




Troy Wise

Troy Wise

Troy Wise, Marketing Director:

With more than 15 years in the marketing and franchising industry, Troy is highly skilled at developing and integrating comprehensive, innovative marketing and communication strategies to build new business opportunities, improve professional relationships, and develop branding. As Executive Director of Franchise Marketing and Social Media for Planet Beach Franchising Company, Troy created, implemented and managed all marketing activities for the international franchise organization in more than nine countries.

With a focus on facilitating brand growth in a competitive marketplace, Troy will use his skills at DEFINE to employ a broad range of creative and communications disciplines to improve the client relationship experience and grow the number of DEFINE locations both domestically and internationally.




Melanie Baxter

Melanie Baxter

Melanie Baxter, Community Health & Wellness Director:
After spending the first part of her career as a corporate educator for Louis Vuitton Moet Hennessy, Melanie uncovered her passion for wellness as she yearned to help the corporate world make healthier lifestyle choices. Before joining DEFINE, Melanie was employed by Humana as a Consumer Experience Consultant where she successfully designed and implemented wellness programming to service 55,000 HumanaVitality members in the Houston area.

Melanie’s commitment for revolutionizing health in the working world led her to complete her Masters of Science in Exercise Science Health Promotion with an emphasis in Wellness Psychology. Melanie will work closely with the DEFINE corporate clients and community wellness projects.





DEFINE body & mind, founded in 2009 and now with over 16 open locations, was created and exists to educate people on how to become their absolute best.

The franchise is based on the belief that physical strength, length, and balance impact both the state of mind and well-being. Clients can enjoy a combination of barre, cycling, yoga, trampoline, hammock, and so much more all under one roof. Each DEFINE studio creates an eco-friendly atmosphere that inspires results, fosters community, and gives back to others to achieve sustainable health and happiness.

DEFINE is set apart by the cutting-edge fitness experience it offers through challenging, fun, and efficient classes: DEFINE body, a Pilates/barre-based class, DEFINE mind, which uses a hammock to deepen stretches and decompress the spine, DEFINE bounce, a high-energy, low-impact trampoline class and DEFINE revolution, a full body rhythm-based indoor cycling class.  Each DEFINE studio creates an eco-friendly atmosphere that inspires results, fosters community, and gives back to others to achieve sustainable health and happiness.

Richardson attributes the franchise interest in DEFINE to the evolving fitness world and clients’ commitment to overall wellness – not just fitness – which has been a part of DEFINE’s DNA since day one. We believe the strength and well-being of the individual feeds community, and our communities grow and improve through service.

DEFINE recently expanded its footprint outside of the U.S. with a new location in Dubai, U.A.E. This location marks the first studio outside of the country that joins the fourteen open and operating DEFINE body & mind locations domestically, with studios most recently opened in Lubbock, TX and Katy, TX this month and Denver, CO set to open in the next month or two. Visit to find out more information about studio offerings and franchise opportunities.

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