CURRENT HOLDINGS | CONCEPTS BUILT, MANAGED, OPERATED & OWNED
STEELE BRANDS®
STEELE BRANDS® combines world-class hospitality, a commitment to its community and most importantly, an exceptional product, with the goal to provide its customers with a 100% authentic and positive experience, every time. STEELE BRANDS® is a privately held holding company focused on the development of revolutionary, abundantly successful health and wellness brands, split into four key areas: Business Infrastructure, Emerging Business, Alternative Investments and Equity Investments (formerly RedStar Brands).
PURALIMA® Cantina
PURALIMA® is a fast casual restaurant that serves tacos, burritos, bowls, salads, chips, and margaritas - all made from scratch with love. Founded in 2023, PURALIMA® is open in the North Loop neighborhood of Minneapolis, 50th & France in Edina, and on Lake Street in Wayzata. The brand plans to continue expanding by opening additional locations throughout the Twin Cities metro area.
CRISP & GREEN®
CRISP & GREEN® is a Minnesota-based fast-casual restaurant serving healthy, whole meals including grain bowls, salads and smoothies. CRISP & GREEN® believes every community should have access to convenient, healthy choices and resources that make a positive impact on their lives. Founded in late 2016, CRISP & GREEN® is an innovative fast-casual restaurant that is changing the game in the wellness industry. We combine a sustainable chef-crafted and scratch-made menu with genuine hospitality to give each and every guest an exceptionally crisp and refreshing experience. Since eating healthy is just one part of Living Crisp, we are committed to providing wellness resources and events to create healthier, happier and stronger communities.
STEELE SMILEY FOUNDATION
The Steele Smiley Foundation is 501(c)(3) organization. With the implementation of this foundation, the mission is to fuel our communities with resources, funds and support where it is needed the most. The goal is to emphasize organizations that focus on community health and wellbeing, physical fitness, nutrition education and mental health in effort to create positive change across the nation.
PAST HOLDINGS | CONCEPTS BUILT, MANAGED, OPERATED OR SOLD
LIFT BRANDS
A collection of fitness-minded businesses that share a similar goal: creating comfortable, welcoming services that foster good health and wellness. From individual personalized workouts to group fitness training, each company has its own unique specialty.
YOGAFIT
YogaFit Studios is not your standard yoga studio. YogaFit created signature classes designed to challenge, empower and energize its members. Members won't find a better practice that will strengthen their body physically and mentally.
SNAP FITNESS
Snap Fitness has grown over these past 15 years to become a well-respected international brand, boasting over one million members around the world. Snap Fitness has been ranked on Entrepreneur’s annual Franchise 500 list every year in the last decade.
SKYEMAX MEDIA
Skyemax Media was an award-winning design firm created to build world-class brands that stand out from the pack, with a true focus of bringing forward the unique qualities’ representative of your company in a simple, intelligent and emotionally attractive package – an end product that actually drives customer business.
STEELE FITNESS
Largely recognized as one of the first boutique fitness chain in the country. Steele Fitness was sold with 5 corporate locations, 15,000+ corporate clients, 7,000+ private clients, and nearly 80 employees, bringing energy and excitement to a crowded field. The innovative firm also partnered with Under Armour, a $2 billion-a-year clothing brand.
9ROUND
9Round is a specialized fitness center for people who want a proven workout that guarantees results. 9Round offers a kickboxing themed fitness program that incorporates functional, cardiovascular, and circuit training regimens.
FITNESS ON DEMAND
Fitness on Demand™ is a market-leading delivery platform of virtual fitness. Since 2011, its services have allowed customers around the world to economically deliver premium fitness programs. The perfect addition to fitness facilities, apartment complexes, hotels, and more.
AUTÉNTICO ALACRÁN
Auténtico Alacrán ("authentic scorpion") was founded in 2010 and is based in Mexico City. Its blanco tequila, first appearing in the U.S. in 2011 through its import operation in New York City, is double-distilled in column stills from 100% blue Weber agave and is presented in a matte black bottle which has won numerous international design awards.
CURRENT BOARD POSITIONS
NORTHSIDE BOXING CLUB
Fighting Chance / Northside Boxing Club is a 501(c)(3) non-profit organization whose mission is to effect positive change in North Minneapolis youth through boxing, education, and physical fitness. Their vision is a community of hopeful and empowered youth who achieve self-discipline, confidence, compassion, and respect.
