MuscleFood founder Darren Beale, who led the search for a new CEO, is to move into a part-time, non-executive advisory capacity once a handover is completed.
MuscleFood operates a distribution centre in West Bromwich and an office team in Nottinghamshire.
Beale said: “We are very fortunate to have found someone of Gareth Jones’ calibre.
“He brings experience in developing a scalable technology platform at very.co.uk – 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 previously CEO of online at Missguided.com and, prior to that, held the deputy CEO role at Shop Direct.
On his new position, Jones said: “It’s a great privilege to be asked to lead one of the most exciting online businesses in the UK.
“MuscleFood 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.”
In October 2018, MuscleFood rebranded its range to “reflect its move towards health and wellness”.