Plant-based home and personal care brand Buff City Soap has named Dorvin Lively as CEO.

Lively most recently served as president for the Planet Fitness franchise concept and prior to that he was CFO of RadioShack and Ace Hardware, according to a press release. He owns 5 Buff City Soap locations in the greater Dallas area.

"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 the release.

Buff City Soap announced that Enrique Ramirez will be stepping into the role of president in addition to CFO. Prior to joining Buff City Soap, Ramirez was global CFO and GM of Latin America and Iberia at Pizza Hut.

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