USA Ninja Challenge has named Thomas Dievart as its new chief marketing officer, bringing nearly two decades of global marketing leadership to the youth fitness franchise as it accelerates growth nationwide.
Dievart joins the brand after holding senior marketing roles across sports, fitness and sporting goods, including global brands such as Wilson Tennis, Ironman Triathlon and Technogym. His background spans international brand strategy, digital marketing and growth-focused leadership within high-performance sports environments.
“I love the fact that first and foremost it’s a sports company giving kids the ability to challenge themselves, to grow and to gain confidence,” Dievart said. “I think there’s a lot of room for growth for the company.”
In his new role, Dievart will focus on strengthening marketing foundations across the system, supporting new openings and ensuring franchise owners are equipped with consistent, high-quality tools as the brand scales.
“Putting all the foundations in place so that they are successful, that’s first and foremost,” he said.
“We are going to heavily focus on the Pentathlon partnership as well,” he said. “We’re working on a rebranding and a new website.”
Support for existing franchise owners will include structured, month-to-month marketing packages designed to drive local engagement and consistency across markets.
“We are developing a calendar of content and month-to-month packages that we would deliver to them, including blogs, articles, photos, campaigns, and advertising both for print and digital,” Dievart said.
“The mission is to empower kids to grow stronger and braver through fun and challenging obstacle training that builds skills for life,” he said. “And the vision is to create a world where every child feels capable, unstoppable and empowered to overcome any obstacle in the gym or in life.”