Steele Smiley of Crisp & Green and STEELE Fitness of Steel Conviction

Steele Smiley

Steele Smiley is a multi-talented professional. To summarise, he is the CEO, entrepreneur, investor, board member, creator, founder, and builder of global brands. Revolution is a part of Steele Smiley’s style and way of leading business. It starts with a dream and then goes full heart to accomplish it.

Steele is best known for developing national and international lifestyle and wellness brands dedicated to building healthier, happier, and stronger communities. He has served as Chairman of the Board and controlling shareholder of numerous companies, including Crisp & Green and STEELE Fitness.

As Chief Executive Officer of Lift Brands, a global wellness company that developed and managed multiple fitness concepts, he oversaw the company’s expansion into over 20 countries. Lift Brands was the world’s largest privately held wellness franchisor when he resigned in 2017, with over 2500 locations in 25 countries.

Steele is a more people-oriented, team-oriented, and caring leader as a human being, with an overwhelming desire to make a difference wherever he goes. Steele is a seasoned executive who has successfully worn all hats in various industries, with expertise ranging from building world-class brands to building world-class teams, from investment banking to international development, and transforming businesses to transforming lives.

Steele earned a Bachelor’s degree in finance and marketing from the University of Virginia’s McIntire School of Commerce. Steele is also a graduate of the University of Virginia with a degree in astronomy and astrophysics. His worldview acquired through college education, his love for fitness, and professional experiences allow him to impact the future of food through his multiple food ventures.

Steele’s latest success story, CRISP & GREEN®, is an innovative, wellness-driven restaurant chain that is changing the game in the fast-casual industry. We combine a delicious and sustainable chef-crafted menu featuring salads, grain bowls and smoothies with genuine hospitality to give each guest an exceptionally crisp and refreshing experience.

Following CRISP & GREEN®, in March 2021, Steele launched STALK & SPADE® in Wayzata, MN. It is a 100 % certified plant-based restaurant created on the concept that great-tasting, nutritious cuisine should also be accessible and convenient. The menu offers a wide selection of plant-based fast food alternatives, including burgers, fries, chick’n and frozen treats. STALK & SPADE® plans to open additional locations nationwide via franchising, including new stores in Miami, Florida and other cities.

The above two are not all. Besides other non-food ventures, Steele plans to launch PACO & LIME® in Winter 2022 in Wayzata, MN. It will be a modern Mexican fast-casual restaurant serving tacos, burritos, bowls, chips & salsa, and margaritas—all prepared with the philosophy that great-tasting, healthful cuisine should also be accessible and convenient. PACO & LIME® plans to open additional locations and franchises nationwide within a matter of months.

For emerging hotel restaurant franchise seekers, starting early in careers, Steele Smiley seems to be a franchisor partner of choice. Steele is poised to build many entrepreneurs of steel resolute and determination for success with great insights into the industry and taste of fitness in exercise and food.

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