The Vitamin Shoppe has appointed Mike Forbes as executive vice president and chief strategy officer. In the newly-created role, Forbes will lead enterprise-wide strategy and long-term growth planning, with a focus on digital acceleration, innovation, and organizational transformation.

He will report directly to CEO Sharon Leite, and his responsibilities will encompass digital commerce, business development, and strategic partnerships, including mergers and acquisitions.

Forbes brings more than 20 years of experience in leadership roles in the retail and consumer packaged goods industries. He’s held CEO roles at companies such as MaryRuth Organics, Alter Eco Foods, and Safely, where he specialized in digital-first brands and transformational growth. Earlier in his career, Forbes grew California Olive Ranch from a startup to one of the top-selling olive oil brands in the U.S., where he rose to executive vice president and general manager. He began his professional journey at McKinsey, advising leading consumer and retail companies, and held brand leadership roles at Jim Beam, Procter & Gamble, and General Mills. He holds a Bachelor of Business Administration with Honors from the University of Wisconsin-Madison and an MBA from Harvard Business School.

“I am thrilled to welcome Mike to our executive team during this exciting period of growth and innovation at The Vitamin Shoppe,” said Sharon Leite, CEO of The Vitamin Shoppe. “The creation of the chief strategy officer role reflects our commitment to maximizing innovation and unlocking new avenues of growth across digital, retail, and strategic partnerships. Mike’s deep experience with consumer brands and retail will be invaluable as we chart the next chapter for The Vitamin Shoppe and our customers.”

“I’ve long admired The Vitamin Shoppe’s leadership in the health and wellness space, and I’m honored to join this talented team at such a significant moment in the company’s growth,” said Forbes. “I’m excited to bring my passion for digital innovation and customer-centric strategy to help drive the next chapter of expansion. Having personally experienced the transformative power of nutrition and a wellness-focused lifestyle, I’m deeply motivated to help deliver that same impact to even more customers and communities.”

Forbes has been dedicated to the health and wellness sector since a mid-career health challenge which he overcame through nutrition and lifestyle changes. Outside of his professional roles, he is actively involved in supporting wellness-focused companies and communities, and serves on the boards of Beyond Good and BrightPet.

Recently, The Vitamin Shoppe was acquired by two private equity firms, which led to Leite rejoining the company after leading the business from 2018-2023. The new ownership group is committing resources to the company’s digital capabilities, expanding the reach of its private brand portfolio, and marketing efforts for both its e-commerce platform and its over 640 retail locations.