Universal Companies

Universal Companies , the leading business partner for spas in the US and around the world, announced the appointment of Ethan Pochman as Chief Executive Officer. Effective today, Pochman succeeds Karen Short , who has taken on the role of Sr. Vice President of Sales at Universal, continuing to lead the direct sales organization she has directed in the last few years of her tenure as CEO. Founder Marti Morenings continues as Chair. The company’s teams, brand partnerships, and customer relationships remain unchanged. “This is the right time for a leadership transition that positions our key talent where it can have the greatest impact,” said Short.

“Ethan is the natural choice to succeed me as CEO. His vision, leadership, business acumen, and extensive wellness brand and distribution experience at Performance Health make him exceptionally well qualified for this role. I have every confidence he will lead Universal into an exciting future. I’m thrilled to continue doing what I love—working closely with our sales organization, helping our team succeed, and supporting the continued growth of this incredible company. ” A leader who has served this industry from both sides Pochman brings 25 years in health, wellness, and active lifestyle businesses.

This includes a decade at brand builder and distributor Performance Health, where he spent most of his tenure on the executive leadership team growing a business focused on licensed practitioners, including a strong focus on massage therapy. His team sold products to Universal Companies as a brand partner. He arrives already knowing what it takes to earn a place on Universal’s shelves and in its customers’ treatment rooms. At Performance Health, he led brands familiar to spa and massage professionals, among them Biofreeze® and Bon Vital’®. Pochman held P&L ownership of the company’s largest business unit, spanning US healthcare practitioners, patient and client retail, and e-commerce, and later served as Vice President of Global Marketing.

For seven years, he worked as a CEO advisor and fractional chief marketing officer to health and wellness companies, providing repeated, close-range exposure to how many different organizations innovate, serve customers, and grow. Most recently, Pochman served as Chief Marketing Officer of Connor Group, a professional services firm whose business is corporate finance, accounting, and enterprise systems transformation, including AI. Four years in that environment gave him a working command of the financial and technical infrastructure companies depend on, adding depth to his experience as a commercial leader.

“The most impactful experience of my career so far, combining my love of business, my passion for health and wellness, and the power of working with an amazing team, was my 10 years at Performance Health,” said Pochman. “I have been given the rare opportunity to apply everything I learned from that experience to the same industry with a team I absolutely love. ” “What excites me most is that Ethan understands that sustainable growth comes from more than great products,” stated Founder / Chairman Marti Morenings. “He embraces modern marketing, digital engagement, data-driven decision-making, and the thoughtful integration of AI to improve efficiency.

He also shares our conviction that our customers’ success is the only measure that matters. “ Continuity for customers and brand partners Pochman and Short will work alongside a talented executive team, including Chief Marketing Officer John Cowan, host of Spa Insider , and supported by Morenings.