CEO

Brian Bouma

Brian Bouma is a seasoned executive with over two decades of experience leading high-growth, consumer-focused businesses in the fitness, healthcare, and beauty sectors. He has built a reputation for scaling multi-unit operations, driving operational excellence, and delivering transformative growth.

Over the course of his career, Brian has helped grow companies from under $20 million to over $1 billion in revenue and has generated more than $3 billion in equity value for investors through leadership roles across venture-backed and private equity portfolio companies.

Prior to joining Tend, Brian served as President of 24 Hour Fitness, where he led a network of more than 400 locations and helped modernize the brand’s member experience. As COO of Madison Reed, he played a key role in the company’s expansion into brick-and-mortar retail. He also served as Chairman and CEO of NCDR, one of the country’s largest networks of dental practices, where he oversaw a successful turnaround and drove substantial growth in both scale and profitability.

Brian has held board positions at innovative healthcare and wellness companies, including One Medical, Aria Care Partners, Cairn, and previously at Tend, giving him a unique perspective on consumer expectations and care delivery. As CEO, he brings a growth-minded, customer-first approach to Tend's mission of reimagining dental care.