“Revolution is part of my style and a part of good business. I dream something, and then I go build it.” – Steele 

Founded by serial entrepreneur and investor Steele Smiley in 2021, STEELE BRANDS® is focused on building best-in-class brands with health and wellness at their core. Current entities in the portfolio include CRISP & GREEN® and STALK & SPADE®, with numerous endeavors in the pipeline.

STEELE BRANDS® combines world-class hospitality, a commitment to its community and most importantly, an exceptional product, with the goal to provide its customers with a 100% authentic and positive experience, every time.

With over 500 systemwide employees in 7 states, STEELE BRANDS® is continuously seeking service-minded and wellness-driven people to join the team.

More than just a founder and franchiser of great brands, Steele has served as Chairman of the Board and controlling shareholder of his numerous companies including Crisp & Green and  STEELE Fitness. Under his leadership as Chief Officer of Lift Brands, a global wellness company that built and managed multiple fitness concepts. the company added over 1000 units in over 20 countries. At the time of his departure in 2017, Lift Brands was the largest privately held wellness franchisor in the world with over 2500 locations in 25 countries.

Over the past decade, Steele has been called a Chief Executive Officer, Entrepreneur, Investor, Board Member, Creative Director, Founder, Chairman and Builder of Brands Worldwide – but most importantly, a people-person, team-player and caring leader with an overwhelming desire to make a difference wherever he goes. Having successfully worn all the hats, Steele is a seasoned executive that has conducted business all over the globe with expertise ranging from building world-class brands to building world-class teams; from investment banking to international development; from transforming businesses to transforming lives in many different industries. 

Health & Wellness

Restaurants

Retail

STEELE BRANDS®

Holly Poe

Allison Carpenter

Amber Cordes

Bill Fairbanks

Travis Moe

Tammy Bailey

Jonathan Grand

Dylan Shum-Drake

The Leadership Team at STEELE BRANDS® spearheads the strategic direction and growth of the company's health and wellness-centric brands. Comprising roles such as Chief Executive Officer, Chief Culinary Officer, Chief People Officer, Chief Restaurant Officer, Chief Marketing Officer, Chief Financial Officer, and SVP Development | Technology, the team collaborates to ensure exceptional product quality, world-class hospitality, and robust community engagement, driving the company's mission to provide a consistently authentic and positive customer experience.

Leadership Team

The Operations and Project Management team at STEELE BRANDS® is responsible for overseeing and coordinating various projects to ensure they align with the company's standards of excellence. This team manages construction projects, enhances operational efficiency, ensures outstanding guest experiences, and oversees real estate developments, all while supporting the company's mission of promoting health and wellness through its premium brands.

Operations and Project Management

The Marketing team at STEELE BRANDS® is responsible for developing and executing strategic marketing initiatives to promote the company’s health and wellness-focused brands, such as CRISP & GREEN® and STALK & SPADE®. This team works on brand positioning, campaign creation, and franchise marketing to ensure consistent and authentic customer experiences. Key activities include market analysis, digital marketing, brand communication, and coordinating promotional efforts across various platforms to drive growth and brand awareness.

STEELE BRANDS®

Org chart

Teams

Leadership Team

Operations and Project Management

Marketing

Offices

STEELE BRANDS®

Org chart

Teams

Leadership Team

Operations and Project Management

Marketing

Offices

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