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Mountainside Fitness Announces Craig Cote Will Now Serve as CEO
By Lisa Padilla - Monday Mar 15, 2021
30 years to the day when Mountainside Fitness first opened its doors in 1991, Founder Tom Hatten is handing over the reins to the company’s current President Craig Cote, who will now serve as the new CEO of Arizona’s largest locally owned fitness centers.

Hatten will now serve as the Chairman of the Board for Mountainside Fitness, where he will still be the majority owner but now focused on other duties including running Mountainside’s charitable endeavors.

To date, Hatten has been the company’s only CEO since he started the company in 1991. Back then, Hatten was a college student. He had just $2,000 to his name. He started his first location of Mountainside Fitness in Ahwatukee with hard work and help from family and friends. Over the last 30 years, Hatten has grown the business to 18 locations, with several more on the way and has grown into the state’s largest locally owned fitness centers.

“Wow – this has been an incredible journey these last 30 years and I am so thrilled that we continue to expand and do amazing things in our community all while changing lives for the better. Craig has been an incredible leader for our company since he joined Mountainside Fitness six years ago. He has always been a top leader in our company and there is no one else whom I would want to be leading this company. I’m excited to embark on some new opportunities as the Chairman of the Board for Mountainside Fitness.”

Hatten says Cote was originally going to transition into his new role in early 2020 but when the pandemic hit and all fitness centers were ordered to close their doors, everything was put on hold.

Cote, raised in Yuma and an NAU business graduate has been serving as the President of Mountainside Fitness since 2015. He formally became the new Mountainside Fitness CEO on March 1st.

With a diversified background in banking, commercial finance and real estate development, prior to Mountainside Fitness, Cote spent two decades serving as a chief financial officer, leading acquisitions, negotiating property sales and lease contracts, overseeing inventory disposition and managing real estate portfolios topping $500 million in assets.

“This is a huge opportunity and exciting time to not only be within the fitness industry in Arizona, but to be leading the state’s largest and only locally owned fitness center. Tom and the entire team at Mountainside Fitness have accomplished so many significant milestones over the last 30 years and I am thrilled to now be leading this company into our next 30 years,” Cote said.

Cote’s promotion also means Mario Arce, the company’s Chief Operations Officer will be moving into an expanded position.

To celebrate the company’s 30th Anniversary, Mountainside Fitness has been hosting a series of open houses at various locations. That Open House Schedule will continue through June.

To sign-up or for more information on classes and membership please visit http://www.mountainsidefitness.com.