Justin Hoeveler has served as the CEO of Youth Enrichment Brands since its inception in August 2020. Prior to YEB, Justin spent nine years at US Sports Camps working in a variety of capacities across operations and corporate development. During his time at USSC, the company doubled in size while cementing itself as the undisputed national leader of kids’ sports camps. Before his time at USSC, Justin worked as director of operations for Priority Sports, a leading boutique sports agency in Chicago that represents over 50 NBA players.
Justin received three varsity letters in tennis and one varsity letter in basketball from Northwestern University and was a three-time member of the All-Big Ten Academic Team. He received his MBA from Wharton in 2017 and is a Board Member of Positive Coaching Alliance. He currently resides in San Anselmo, California with his wife, Caroline, and two kids, Archie and Lydia.
Jeff Phillips joined YEB in March 2022 as Chief Operating Officer. Previously, Jeff was with Grocery Outlet Bargain Market, where he led strategy and operations during a seven-year period that included the company doubling in size and executing a successful initial public offering. He also worked at The Parthenon Group as a management consultant focusing on private equity due diligence and franchise growth strategy projects. A life-long sports fan, Jeff previously worked at ESPN, the New England Patriots, and Golf Digest, and has written 10 articles on sports business and analytics for ESPN the Magazine and ESPN.com.
Jeff graduated Phi Beta Kappa with a BA from the University of Pennsylvania and received an MBA from the MIT Sloan School of Management. He lives in San Francisco with his wife, Joy, and son, Ben.
Rob joined School of Rock in 2017. Prior to leading the brand, he served as President of Edible Arrangements, which integrated an online business and 1,300 franchised stores worldwide. Before that, Rob was Chief Marketing Officer at CVS Health. He has also held executive roles at Wawa Food Markets and H-E-B Grocery. Rob earned an MBA with the highest academic honors from Harvard Business School and graduated with a BS in Applied Economics from Cornell University. He was a visiting professor at the University of Pennsylvania’s Wharton School and was a Henry Crown Fellow and Richard Braddock Scholar at the Aspen Institute.
Rob shares his love of music with his wife, Susan, and their three adult sons. When in their hometown of Nashville, they will most likely be found at a rock show, bluegrass jam, or jazz club.
Joshua Van Horsen is Chief Digital Officer of Youth Enrichment Brands, leveraging his digital expertise to help the organization drive digital transformation via an enterprise-wide digital vision and strategy.
In 2015, Josh left his role as Marketing Manager for Drury Hotels, where he oversaw marketing efforts for 130 hotels across 20 states, and ventured out into the world of Mobile Gaming and Esports, founding and leading his own digital creative agency. During the following 5 years, Josh would travel the world, developing esports events and digital activations across the US, EU, APAC, and China before joining US Sports Camps in September 2020.
Josh's connection to youth development & programming runs deep, having been a camper and counselor in his early years and a certified guide for Rock Climbing Camps in Joshua Tree, CA throughout his high school years. Josh is a father of two adult children (Colin and Jordan) and is married to his wife, Victoria.
Steve Tuscher is Chief Information Officer of Youth Enrichment Brands, which he joined in October 2022. After graduating from Santa Clara University, he worked for a small consulting firm in the Bay Area providing custom software for businesses eventually joining Grocery Outlet and advanced with that company from software developer to lead the IT department. Steve is very familiar with the demands on Information Technology in a rapidly growing company progressing from a family-owned business, private equity ownership and ultimately an IPO. Steve’s passion is creating unique software solutions that perfectly match business needs.
During his spare time, he enjoys cycling, wood working and hanging out on the California coast. Steve lives in Petaluma with his wife, Tina, and together they have three adult daughters and one grandson.
Mary joined YEB as Chief Human Resources Officer in February of 2024. Before that, she was the CHRO for the School of Rock. Mary oversees the strategic Human Resources planning for YEB and leads all of the people functions of the organization. She has held roles at CVS Health, Cox Communications, and Gap, Inc. While passionate about human resources, she also has years of hands-on experience managing operations and understands what it’s like being on the front lines of running a business. Mary has a BA in Psychology and Management, and earned a MA in Human Resources and Labor Relations from the University of Rhode Island.
Chris Lu joined Youth Enrichment Brands as Vice President of Revenue Operations in September of 2022. A retail veteran of 25+ years, Chris spent much of that time focused on the parent as a customer, both during her time at Gap Inc. and in her last role as General Manager/Vice President of kids’ clothing brand Crazy 8, where she managed operations for the brand and sat as a member of the Executive Leadership Team, contributing to the strategic and financial direction of the Gymboree Group. Chris lives in the Bay Area with her family.
Olivia Haynes is a professional with a track record of over 18 years in the field of Human Resources, and her passion for leading change and cultivating a culture of engagement is at the heart of her role as Vice President of Human Resources at Youth Enrichment Brands.
Olivia holds a Bachelor's degree in Business Administration from the University of Oklahoma, and she has applied her extensive knowledge and expertise to a diverse range of businesses, from small start-ups to large global organizations. She specializes in crafting and executing effective employee relations, organizational development, and talent management strategies that drive success and growth.
Olivia is a change leader who believes in challenging conventions and redefining how organizations perceive talent management, HR, culture, and their overall structure. She actively seeks out best practices, leverages emerging technologies, harnesses data insights, and employs innovative approaches to engage an organization's most valuable asset – its people. Olivia's perspective and experience in the field enable her to drive excellence and foster a culture of continuous improvement.
Olivia's mission is to make a lasting impact on the organizations she works with by fostering a culture of engagement, innovation, and excellence. Her commitment to guiding businesses in unlocking the full potential of their talent and resources is evident in every strategy she formulates and implements.
Beyond her career, Olivia is a dedicated mother of two sons. She finds great joy in spending quality time with her family and supports her sons as they grow and engage in a variety of activities. This balance between her professional and personal life reflects her deep commitment to nurturing well-rounded individuals, both in the workplace and at home.