Eric Peabody

Eric Peabody is a growth-focused CFO and operating executive with more than 20 years of experience leading financial strategy and operational execution across fitness, wellness, hospitality, franchising, and service-based businesses. He has played a central role in scaling founder-led and private equity–backed companies, often serving as both CFO and strategic partner in high-growth environments.

Eric has led M&A activity on both the buy and sell sides—closing deals from $5 million to $500 million—and raised hundreds of millions in debt and equity financing. His experience includes helping grow one of the nation’s largest independent Planet Fitness franchise groups from 7 to 87 locations, increasing EBITDA by 17x. Known for his disciplined approach to cash flow planning, turnaround strategy, and infrastructure development, Eric specializes in building high-performance finance teams and scalable back-office operations that unlock value and support long-term growth.

He is a U.S. Marine Corps veteran and holds a degree in Business Administration from Framingham State University.