9Round Kickboxing Fitness has appointed Heather Hudson, one of its co-founders, as its new chief executive officer. The move marks a significant shift for the brand, which was founded in 2008 by Hudson and her husband, professional kickboxer Shannon Hudson. After serving for years as chief operating officer, Heather Hudson now steps into the top role at a time when the company is reasserting its independence and reevaluating its growth strategy.
Earlier this year, the Hudsons’ company, Striking Brands, reacquired full ownership of 9Round by buying back the 40 percent stake it had previously sold to Lift Brands in 2013. That decision signaled a determination to reset the business after a period of mixed fortunes. While 9Round has expanded to more than 350 locations worldwide, including nine in Australia, nearly 400 U.S. studios have closed over the past five years, underscoring the challenges of sustaining a global fitness franchise.
In announcing her appointment, Hudson said she was honored to lead the organization she helped build. She highlighted her commitment to strengthening support for franchise owners and enhancing the experience for members, many of whom are women, noting that nearly half of the brand’s owner base is also female. The company recently introduced a Trainer Ranking System that places a greater emphasis on service quality and coaching skills, an initiative designed to build loyalty and improve franchise performance.
The transition comes at a moment when 9Round is positioning itself for renewal. By installing a co-founder with deep institutional knowledge, the brand aims to stabilize after years of retrenchment in the United States and to reignite its presence in international markets. Hudson’s leadership is expected to bring both continuity and a sharper focus on operational efficiency as the company looks to expand responsibly.
With Striking Brands now holding the franchise rights for both Australia and New Zealand, the appointment signals a broader effort to secure the company’s footing across key regions. For Hudson, the role represents both a personal milestone and a professional opportunity to guide 9Round through a new phase of growth. The months ahead will test whether a founder’s perspective and renewed control can provide the stability and vision that franchisees and members are looking for.
