Justin Hoeveler has served as the CEO of Youth Enrichment Brands since its inception in August 2020. Prior to YEB, Justin spent nine years at US Sports Camps working in a variety of capacities across operations and corporate development. During his time at USSC, the company doubled in size while cementing itself as the undisputed national leader of kids’ sports camps. Before his time at USSC, Justin worked as director of operations for Priority Sports, a leading boutique sports agency in Chicago that represents over 50 NBA players.

Justin received three varsity letters in tennis and one varsity letter in basketball from Northwestern University and was a three-time member of the All-Big Ten Academic Team. He received his MBA from Wharton in 2017 and is a Board Member of Positive Coaching Alliance. He currently resides in San Anselmo, California with his wife, Caroline, and two kids, Archie and Lydia.

Jeff Phillips joined YEB in March 2022 as Chief Operating Officer. Previously, Jeff was with Grocery Outlet Bargain Market, where he led strategy and operations during a seven-year period that included the company doubling in size and executing a successful initial public offering. He also worked at The Parthenon Group as a management consultant focusing on private equity due diligence and franchise growth strategy projects. A life-long sports fan, Jeff previously worked at ESPN, the New England Patriots, and Golf Digest, and has written 10 articles on sports business and analytics for ESPN the Magazine and ESPN.com.

Jeff graduated Phi Beta Kappa with a BA from the University of Pennsylvania and received an MBA from the MIT Sloan School of Management. He lives in San Francisco with his wife, Joy, and son, Ben.

As Chief Customer Officer of YEB, Rob leads the marketing efforts to grow the brand awareness of YEB and its family of Brands. Most recently, he served for 7 years as the President and CEO of School of Rock. Prior to leading the brand, he served as President of Edible Arrangements, which integrated an online business and 1,300 franchised stores worldwide. Before that, Rob was Chief Marketing Officer at CVS Health. He has also held executive roles at Wawa Food Markets and H-E-B Grocery. Rob earned an MBA with the highest academic honors from Harvard Business School and graduated with a BS in Applied Economics from Cornell University. He was a visiting professor at the University of Pennsylvania’s Wharton School and was a Henry Crown Fellow and Richard Braddock Scholar at the Aspen Institute.

Rob shares his love of music with his wife and their three adult sons. When  in their hometown of Nashville, they will most likely be found at a rock show, bluegrass jam, or jazz club.

Dustin joined YEB in March of 2024 as CFO. Prior to YEB, Dustin served as SVP Finance and Chief Commercial Officer of Hydrobuilder Holdings, a national equipment supply company. In this role, he created a shared services platform across 6 acquired businesses. Before his role at Hydrobuilder, Dustin spent 14 years in large cap corporate and investment banking, predominately as an executive director with Morgan Stanley's consumer & retail investment banking team. In this position, he worked primarily with Proctor & Gamble, Mars, Kimberly Clarke and other large CPG companies across M&A, capital raising and other strategic finance priorities.

Dustin has completed more than $100B across M&A and capital raises throughout his career. A graduate of the University of Chicago's Booth School of Business for MBA, Dustin also received dual undergraduate degrees in Finance and Accounting from the University of Central Florida. When not working, Dustin enjoys biking and traveling with his wife and their dog.

As the Chief Human Resources Officer at YEB company, Mary oversees HR planning and leads all people functions within the organization. In this role, Mary serves as a strategic partner to senior leadership, ensuring that HR initiatives enable the achievement of business goals and drive organizational success. Passionate about talent development, Mary focuses on cultivating high-performing teams and fostering a culture of continuous growth. With extensive experience in leadership, Mary previously served as the CHRO for School of Rock and held roles at CVS Health, Cox Communications, and Gap. In addition to a passion for human resources, Mary's hands-on operational experience offers a unique perspective on the challenges of running a business from the front lines. Mary holds a BA in Psychology and Management, and an MA in Human Resources and Labor Relations. Outside of work, Mary is passionate about music and actively supports children's causes.

Joshua Van Horsen is the Chief Digital Officer of Youth Enrichment Brands, leveraging his digital expertise to help the organization drive digital transformation via an enterprise-wide digital vision and strategy.

Josh's connection to youth development & programming runs deep, having been a camper and counselor in his early years, a certified guide for Rock Climbing Camps in Joshua Tree, CA, and Co-founder of Esports Camps, a platform dedicated to competitive gaming skills and enrichment for campers of all ages. Josh is a father of two adult children and is married to his wife. He currently lives in San Rafael, CA.

Hali Hill joined Youth Enrichment Brands as General Counsel in May of 2024. Hali started her career as an intellectual property attorney at the international law firm Jones Day. She established her corporate legal career at Hooters of America and went onto Inspire Brands, Intuit Mailchimp, and most recently, ServiceMaster Brands. She brings vast corporate legal experience to YEB, including navigating intellectual property, privacy, and franchise law matters. Hali prides herself on being a true partner to the business and strategically analyzing risk to accomplish business goals.

Hali graduated summa cum laude with honors from Vanderbilt University and magna cum laude with honors from the University of Georgia School of Law. She is an Atlanta native and resides there with her family.

Elliot joined YEB as Chief Development Officer in April of2024. Elliot leads the Franchise Development, Real Estate, and Construction teams across brands at YEB. Previously, Elliot led the restaurant brand Mici Handcrafted Italian through both corporate and franchise growth, tripling the size of the company. Prior to that, Elliot held a variety of development roles at Smashburger and helped the concept grow from 80 to 350 locations. Elliot studied Economics at Washington University in St. Louis and was an Austin Scholar at Northwestern's Kellogg School of Management. He lives in Denver with his wife and children.

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Steve Tuscher is Chief Information Officer of Youth Enrichment Brands, which he joined in October 2022.  After graduating from Santa Clara University, he worked for a small consulting firm in the Bay Area providing custom software for businesses eventually joining Grocery Outlet and advanced with that company from software developer to lead the IT department. Steve is very familiar with the demands on Information Technology in a rapidly growing company progressing from a family-owned business, private equity ownership and ultimately an IPO. Steve’s passion is creating unique software solutions that perfectly match business needs.

During his spare time, he enjoys cycling, wood working and hanging out on the California coast. Steve lives in Petaluma with his wife, and together they have three adult daughters and two grandchildren.

Chris Lu joined Youth Enrichment Brands as Vice President of Revenue Operations in September of 2022. A retail veteran  of 25+ years, Chris spent much of that time focused on the parent as a customer, both during her time at Gap Inc. and in her last role as General Manager/Vice President of kids’ clothing brand Crazy 8, where she managed operations for the brand and sat as a member of the Executive Leadership Team, contributing to the strategic and financial direction of the Gymboree Group.

Chris lives in the Bay Area with her family.

Olivia Haynes, a native Texan, has over 18 years of experience in Human Resources. As the Vice President of Human Resources at Youth Enrichment Brands, she is dedicated to driving change and cultivating a culture of engagement. With a Bachelor's degree in Business Administration from the University of Oklahoma, Olivia has honed her expertise across various sectors, from start-ups to global organizations. She is passionate about challenging conventions in talent management and HR, leveraging technology, and using data to engage and empower people. Olivia's commitment to excellence is reflected in her strategic approach to organizational development and talent management.

Beyond her professional achievements, Olivia is a dedicated mother of two sons. She values spending quality time with her family, supporting her sons in their activities, and nurturing well-rounded individuals both at home and in the workplace.

Michael joined Youth Enrichment Brands in 2022 to lead merger and acquisition efforts. Prior to YEB, he spent four years at Compass, the tech-enabled real estate brokerage, helping the company grow from $1B to $6B of revenue through numerous acquisitions, fundraising rounds (including the company's IPO in 2021), and strategic initiatives. Michael began his career in the tech, media, and telcom M&A group at global investment bank, Rothschild, before joining the investment team at private equity firm, Mill Road Capital.

Michael studied mathematics and economics at the University of Virginia and finance and accounting at UVA's McIntire School of Commerce. He currently resides in Charleston, SC with his family.

Dorothy joined School of Rock in 2018, leading the FP&A and Accounting departments in her time with SOR. In 2024, Dorothy moved to YEB as Vice President of FP&A. Prior to School of Rock, she held various finance and accounting roles in the retail and pharmaceutical industries, and worked in business valuation at E&Y. Dorothy earned an MBA from the Tuck School of Business at Dartmouth College and a BS in Hotel Administration at Cornell University. She is also a CFA Charterholder.

In her free time, Dorothy spends her time with her two boys and their puppy. They enjoy traveling and exploring nature.

Andrew joined YEB in early 2023. Prior to leading the YEB accounting team, he served as Corporate Controller for a PE-backed global specialty chemical company. Before that he was the U.S. Controller for a German global medical device manufacturer. Andrew began his career with KPMG, spending more than 13 years in assurance, tax and advisory as well served for many years thereafter as a finance and accounting consultant. Andrew graduated with a BS in both Accounting and Business Administration from Westminster College, in Fulton, MO.

Andrew shares his love of travel with his wife and daughter. When at home, he will most likely be found walking in the woods with his dog, skiing, riding his motorcycle, practicing yoga or abiding in playful-mindful-ness.