Sander van den Born

Executive Vice President

Purpose Brands

Sander leads the international growth strategy for the Purpose Brands portfolio, including Anytime Fitness and Orangetheory Fitness, which aims to reach 10,000 clubs and studios worldwide by 2030 – just as the Anytime Fitness brand shifts from convenience to coaching and the studio brands are poised for introduction and wider growth outside of the U.S. He leads the international team efforts to accelerate new master franchisee agreements and openings, grow existing markets, implement modernization and quality improvements across operations, and grow multi-branded unit sales to diversify and strengthen the Purpose Brands global footprint.

Based in Europe, van den Born’s career has taken him around the world for three decades, working for some of the world’s largest health and fitness, consulting and IT services brands across Asia-Pacific, the Middle East and North America. He joined SEB from GoodLife Fitness Group, where he served as chief marketing and technology officer. He also led marketing, innovation and strategy for nearly a decade at IT consulting services firm CGI.

A former competitive cyclist, van den Born holds an executive MBA from Nyenrode Business University and an undergraduate degree from Zuyd University of Applied Sciences.