Reporting directly to CEO Sharon Leite, Gayton will oversee the merchant and product development teams. His tenure at the Secaucus-based company has been marked by securing first-to-market launches and exclusive partnerships with brands including GHOST, RAW Nutrition, and Transparent Labs. Leite credited Gayton’s commercial instincts and deep understanding of the evolving wellness landscape as key factors in his advancement, noting his ability to anticipate market movements before they reach the mainstream.

His promotion coincides with the retirement of Muriel Gonzalez, who spent over four decades in retail. Since joining the firm in 2020, Gonzalez played a central role in refining the company’s specialty retail strategy and expanding its proprietary product lines. Alongside the leadership transition, David DiTota has been promoted to Vice President and Divisional Merchandise Manager, where he will focus on third-party assortments and growth across wellness categories. This restructuring aims to sharpen the company's competitive edge in the crowded sports performance and supplement sectors.