Our Team


Roger Martin

CEO, ThriveMore Brands

Roger Martin was the Chief Operating Officer of an industry-leading pharmaceutical development and manufacturing organization. His prior experience includes serving in the role of President of a large topical semi-solid and liquid CDMO, and as a National Sales Director and Sr. Vice President of Sales leading sales and marketing teams of over 500 sales representatives in the specialty and big pharma market. Roger has extensive expertise in pharmaceutical sales management, leadership, sales force deployment, business development, strategic selling, contract negotiation, business-to-business service contracting, licensing, and contracted service marketing. Mr. Martin holds a Bachelor’s Degree in Business from Arizona State University, and earned his Masters of Business Administration from Kennesaw State University.
Roger currently serves as the CEO of RockBox Fitness and beem™ Light Sauna. Roger has owned and operated multiple RockBox studios and currently owns the flagship beem™ Light Sauna studio in uptown Charlotte, North Carolina.

Jeff Dudan

Principal and Senior Advisor

Jeff Dudan is a franchise executive, founder and former CEO of AdvantaClean, a leading national provider of environmental and restoration services. Jeff grew AdvantaClean to over 230 franchise territories operating in 37 states, acting as the CEO until AdvantaClean was acquired in January of 2019. Jeff is a published author, Forbes contributor, speaker, and serves as a consultant to emerging brands as well as a board/committee member serving YPO, Novant Health, and The AdvantaClean Foundation which is a National Strategic Partner with St. Jude Children’s Research Hospital.

Cynthia May

President, beem™ Light Sauna

Cynthia Wagner has extensive experience in leadership, business development, contract negotiations, and strategic planning. At the start of her career, Cynthia owned a successful high-end hair salon outside Washington DC, growing it to over $1 million in top-line revenue. Upon moving to Charlotte, North Carolina she opened the first light sauna studio in the area, Sweat + Salty Studio. With an encompassing background in designing custom talent assessment programs that improve customer satisfaction and decrease employee turnover, Cynthia established a strong footprint in a desirable and undeveloped segment of the wellness industry.

With her creative vision and excellent insight into company management, she co-founded beem Light Sauna in 2021 with the goal of making health and wellness solutions accessible to the masses through the power of light therapy. Cynthia also owns and operates the first beem™ Light Sauna studio in Huntersville, North Carolina.


The Franchise Development team works to educate and recruit top prospects to step into entrepreneurship and own their own ThriveMore studios.

Zac Celaya

VP of Franchise Development

Matthew Cookhorne

Franchise Development Manager

Allison Bridges

Franchise Development Manager

Kierstin Lothe

Senior Manager of Franchise Success


The Sales and Operations team focuses on supporting franchises through every part of their studio’s development- from building out their studio to emulate the brand, to opening their studio with a fully engaged membership base that drives recurring revenue.

Dan Managan

VP of Sales and Operations

Alexia Stevens

Director of Sales and Operations

Jill Kowalski

Project Manager, beem Light Sauna

Wendy Capurso

Corporate Trainer, RockBox Fitness

Paige Beard

Franchise Business Coach, RockBox Fitness


The Marketing team assists franchise owners in amplifying brand awareness in their given local markets and transforming that awareness into direct lead generation for studio memberships. A key feature of our marketing support is our in-house digital advertising agency, which is responsible for delivering a consistent flow of prospective members to our studios each month.

Gabby Powers

Director of Marketing

Becca Brennan

Director of Strategic Initiatives

Lindsey Anarumo

Sr. Director of Branding and Social Media

Olivia Hillman

Digital Marketing Associate

Katelyn Cornelison

Digital Marketing Associate


The Finance Team works closely with our franchisees on anything billing related, and also manages all vendor relationships for our studios to ensure the most competitive pricing and value-added services are available.

Mike Prince

VP of Finance

Kerry Staskel

Procurement and Project Manager

Bini Maharjan

Administrative Manager