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“Fitness chain names ex-doughnut exec as CEO”


No, it’s not a story from the Onion. It’s from the Denver Business Journal:

Fitness Together Franchise Holdings Inc. has named Jeff Jervik, a former executive of Krispy Kreme Doughnuts Inc., as its president and CEO.

Jervik succeeds company founder Rick Sikorski, who will become board chairman, Fitness Together reported Wednesday. Jervik starts immediately in his new role.

The company, based in Highlands Ranch, is the parent of Fitness Together Franchise Corp., a network of personal-training fitness franchises, and elements therapeutic massage, a massage-therapy chain. The two franchise networks include more than 500 locations in the United States as well as Canada, Costa Rica, Israel and Ireland.

Jervik was executive vice president of operations for Krispy Kreme, overseeing the doughnut chain’s 114 company-owned and 292 franchised stores. He left in September 2007.

How they reported this one with a straight face, I cannot say.

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