Buff City Soap Names Dorvin Lively CEO and Promotes Enrique Ramirez to President
Original Article: Dallas Innovates - March 09, 2023
Big news coming out of Buff City Soap, the Dallas-headquartered, home and personal care brand franchise known for its plant-based soaps and natural bath products, who has named Dorvin Lively as chief executive officer and promoted Enrique Ramirez to president (in addition to his existing CFO role.)
“We’re incredibly excited to welcome Dorvin as our new CEO of Buff City Soap. His extensive experience leading multi-unit franchise businesses, including his most recent leadership role at Planet Fitness, is immensely valuable to Buff City Soap. We look forward to Dorvin’s leadership in this next chapter of Buff City’s growth” Wayne Moore, managing partner of Crux Capital, said in a statement.
Dorvin Lively has a track record of leading several consumer and retail businesses throughout his career. Lively’s most recent gig was as president of Planet Fitness, where he helped the brand flex its muscles, tripling its locations to over 2,400. Before that, he crunched the numbers as CFO at both RadioShack and Ace Hardware. Currently, he is a board member of European Wax Center and Mister Car Wash. He also owns 5 Buff City Soap locations in the greater Dallas area, the company said.
“I am pleased to join Buff City Soap as CEO and to work closely with our board and management team in the execution of our business strategy,” Lively said in a statement.
Buff City Soap also announced that Enrique Ramirez will be president in addition to his CFO role. Before Buff City Soap, Ramirez was Global CFO and GM of Latin America and Iberia at Pizza Hut.
“I am thrilled to assume the new role of president and work with our management team and franchisee partners to continue to grow our business. This is a unique time for Buff City Soap as we continue to expand our brand’s reach,” Ramirez said in a statement.
Buff City Soap was founded in 2013 and has been franchised since 2018. It continues its rapid growth across more than 250 locations in more than 25 states.
