Shape names Gareth Jones as CEO has announced that its board of directors have appointed former deputy CEO of Shop Direct Gareth Jones as chief executive officer.

Darren Beale founder of, who led the search for a new CEO, will move into a part time, non-executive advisory capacity once a handover is completed.

Founder Darren Beale commented: “We are very fortunate to have found someone of Gareth Jones’s calibre.

“Gareth brings experience in developing a scalable technology platform at, something our business will benefit from greatly as we continue to deliver our vision to make healthy living accessible to everyone.

“As we start to scale our team, infrastructure, production and technology, Gareth’s experience and expertise in this area will be invaluable.”

Gareth Jones was CEO of online at and led a financial and strategic turnaround of the business. Prior to that Gareth was Deputy CEO of Shop Direct where he was instrumental in turning a struggling catalogue led business into one of the most respected digital and data led businesses in the UK.

Gareth Jones commented: “It’s a great privilege to be asked to lead one of the most exciting online businesses in the UK.

“ is already an undoubted success delivering a convenient online solution to anyone with a desire to train and eat healthily. I can’t wait to get to work with this award-winning team.”


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