CircusTrix, a Provo-based developer, operator and franchisor of indoor recreation centers, has announced the appointment of Fernando Eiroa as CEO. Eiroa will take over a company that has experienced rapid growth since its founding in 2011, including adding approximately 50 new locations in 2018, bringing to 320 its global locations in 20 countries.
“As the demand for experiential entertainment continues to increase in the U.S. and worldwide, Fernando’s level of leisure industry experience and global background makes him a unique leader to guide CircusTrix to even greater success,” said Allen Rodriguez, executive chairman of the CircusTrix board. “We are particularly thrilled to benefit from his expertise in building world-class experiences as CircusTrix continually enhances how our more than 40 million annual visitors enjoy our parks.”
Eiroa was CEO of Spain’s Parques Reunidos until 2018, having led the company through its IPO in 2016. Parques Reunidos, which generated revenue of more than $650 million in 2018, is one of the world’s leading leisure park operators with more than 60 locations in 14 countries, including 25 locations in the U.S. He previously served for nine years as president and CEO of California-based Palace Entertainment, the largest U.S.-based subsidiary of Parques Reunidos.
“I am excited to join the CircusTrix team and I look forward to leading the company as it continues to achieve its strategic objectives in the experiential entertainment industry,” Eiroa said. “CircusTrix is the premier new trend in this industry based on fun, physical activity that is directly relatable to social media-minded Gen Z. After 15 years in the traditional leisure park space, I appreciate the effort and expertise required to build the exciting recreational concept of the future. CircusTrix is a game-changer.”
Eiroa succeeds Case Lawrence, who founded CircusTrix in 2011. Lawrence will remain actively involved in the company as a significant shareholder, advisor and as the board’s chairman of the real estate and innovation committees. Lawrence led CircusTrix significant growth and obtained a major investment by an affiliate of Palladium Equity Partners LLC, led the acquisition of Sky Zone and the roll-out of a new franchise brand called DEFY.