12 million members and nobody’s buying: DM Lead!

Steve’s breakdown: SilverSneakers is the big brand here and they need to activate some members. Can You Say Direct Marketing? Mr. Arra Yerganian is the new Chief Brand Officer and Donato Tramuto is the CEO.

FRANKLIN, TN: Fitness program marketer Tivity Health has hired the top marketer from a $13 billion hospital system in California to be its chief brand officer.

Arra Yerganian began his tenure at Franklin-based Tivity last week after working more than two and a half years at Sutter Health, which employs more than 65,000 doctors, other providers and other staff. In his newly created role, Yerganian will look to unify the brand voice and marketing strategy for Tivity Health’s three fitness programs, led by SilverSneakers.

“Arra has a proven track record designing and implementing innovative marketing plans that drive revenue and increase brand loyalty. We have an opportunity to further leverage the power of the SilverSneakers brand to the over 12 million base of members who have yet to enroll in the program even though they receive it for free,” CEO Donato Tramuto said in a statement. “Our 2017 awareness campaign has been successful and we now have an opportunity to convert awareness into increased enrollment and increased engagement — converting our market share to more members.”

Before his time at Sutter, Yerganian served as, among other roles, the chief marketing officer at One Medical Group in San Francisco, ran a marketing and branding consulting firm in Silicon Valley and was CMO of Apollo Education Group, the parent of The University of Phoenix.

Tramuto announced the hiring of Yerganian along with its first-quarter results. The company posted a profit of $21.3 million in the three months ended March 31, an increase of nearly 40 percent from the same period last year. Adjusted EBITDA from continuing operations rose 12 percent to $33.1 million.

Revenues rose 6 percent to $150 million. CFO Adam Holland said the flu and winter weather tempered top-line growth.

Shares of Tivity (Ticker: TVTY) fell 1.5 percent in regular trading Monday and slipped another 1.3 percent to $39 after hours. They have risen nearly 10 percent year to date.


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