The Vitamin Shoppe has named Mike Forbes to the new position of EVP and Chief Strategy Officer, reporting directly to CEO Sharon Leite. Forbes will be tasked with leading long-term growth planning, with a focus on digital acceleration, innovation and organizational transformation. Forbes brings more than 20 years of retail and CPG leadership to this new job, including CEO roles at high-growth companies such as Alter Eco Foods, Safely and his most recent role, Co-CEO at MaryRuth Organics.
In May 2025 The Vitamin Shoppe’s new owners, Kingswood Capital Management and Performance Investment Partners, brought former CEO Sharon Leite back to run the company.
“I am thrilled to welcome Mike to our executive team during this exciting period of growth and innovation at The Vitamin Shoppe,” said Leite in a statement. “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.”
Forbes also brings a personal dedication to the health and wellness sector, shaped by a significant health challenge that he overcame with a holistic commitment to nutrition and lifestyle changes.
Advertisement
“I’m excited to bring my passion for digital innovation and customer-centric strategy to help drive the next chapter of expansion,” said Forbes in a statement. “Having personally experienced the transformative power of nutrition and a wellness-focused lifestyle, I’m deeply motivated to help deliver that same impact to more customers and communities.”
In March 2025 Vitamin Shoppe launched its “Hometown Stores” initiative, giving dedicated space for five shop-in-shops showcasing products made by local suppliers.
