Executive Team

Emler Swim & Gym

Ashley Sheetz is the Chief Executive Officer of Emler Swim and Gym, where she shapes the organization’s strategic direction and drives growth through organic same-site performance, new location openings, and acquisitions — all in pursuit of its core mission: giving children confidence-building life skills in a safe, nurturing environment. Known for her commitment to harnessing exceptional team member and customer experiences to drive business results, Ashley brings over 30 years of executive leadership to one of the nation’s most trusted youth enrichment organizations.

Prior to Emler, Ashley served as co-CEO and Chief Operating Officer at At Home, overseeing store operations, marketing, and supply chain while holding a series of senior leadership roles — including Chief Customer Officer, Chief Revenue Officer, and Chief Digital Officer. She was a driving force behind the company’s growth from $800M to over $2B in revenue and the launch of its e-commerce capabilities. Earlier in her career, Ashley served as CMO at Sally Beauty and GameStop, where she developed deep expertise in marketing, digital strategy, and customer experience.

Ashley has served on the boards of California Pizza Kitchen, Dallas Area Habitat for Humanity, and Springs Window Fashions, and was a member of the AEA Investors LP Senior Advisory Council. A graduate of the University of Texas at Austin, she lives in Dallas with her husband and son. Outside of work, Ashley enjoys spending time outdoors with her husband and son — whether casting a line or hitting the trails.

Alvin Allgood is an experienced business leader with a strong track record in startups, turnarounds, and scaling multi-site operations across both for-profit and non-profit sectors. He currently serves as Senior Vice President of Operations & Integration at Emler, where he oversees growth initiatives, operational integration, and cross-functional alignment across the organization.

Prior to this role, Alvin was CEO of Swim Kids, COO at Vital Voices Global Partnership, and the founding COO of Educational Services of America, leading organizations through periods of rapid expansion and transformation. A U.S. Army veteran with an honorable discharge, Alvin is skilled in finance, marketing, HR, IT, and change management. He is known for assembling high-performing teams, managing large-scale construction and real estate projects, and delivering results through collaboration and strategic execution.

Matt Austin is a dynamic marketing and digital executive with a proven record of driving growth through strategic leadership, data-driven decision-making, and customer-first innovation. He currently serves as Chief Marketing Officer and Chief Digital Officer at Emler, where he leads brand, marketing, digital, and IT transformation across a growing network of school locations.

Previously, Matt was Vice President of Global Ecommerce at Fossil Group, overseeing digital operations for five brands across more than 25 websites. He has also held leadership roles at JCPenney, Samsung, PepsiCo, and PricewaterhouseCoopers, spearheading initiatives in ecommerce, retail strategy, customer loyalty, and pricing. Known for building high-performing teams and launching impactful marketing programs, Matt brings a blend of analytical rigor, brand instinct, and operational precision to every challenge.

Prentiss Gregorie is a seasoned financial executive with over 30 years of experience driving transformational growth for private equity and venture backed companies across diverse industries. Prentiss has a proven track record of optimizing financial operations and delivering measurable improvements in financial performance.

As Chief Financial Officer at Emler, Prentiss directs the finance and accounting function while leading company-wide cost optimization and business process improvements. He collaborates closely with the executive team to streamline operations and drive growth in both Revenue and EBITDA.

Previously, Prentiss served as CFO for several private equity-backed companies in the restoration services, construction, and software development industries. In these roles, he developed business processes, executed numerous acquisitions, integrated operations, and led successful exit transactions. He began his career at Deloitte and has since built a reputation for financial leadership in fast-changing environments.

Craig Kinney leads real estate and site selection for Emler Swim School, combining strategic planning with deep operational expertise to support successful growth and expansion. Since joining Emler in 2012 as an Operations Manager, Craig has played a key role in scaling the organization while strengthening systems that support long-term sustainability.

In his current role, Craig oversees all new site development and leads a high-performing operations service team that supports schools across the network. His ability to analyze data, interpret market trends, and cultivate strong industry relationships helps identify high-performing locations and emerging markets that align with Emler’s mission and business goals.

Craig is a relationship-driven leader who excels at aligning big-picture strategy with day-to-day execution. He is known for his collaborative approach, thoughtful decision-making, and ability to drive complex initiatives from concept through completion. Craig lives in Burleson with his wife and three children, and brings the same dedication to his family life as he does to supporting Emler’s growth.

Matt Maws is an operations and strategy executive with experience across institutionally backed company management and multi-site business operations. He currently serves as Senior Vice President of Gym Operations and Planning at Emler Swim & Gym, where he oversees the company’s gymnastics platform, driving operational performance and strategic growth initiatives across the portfolio.

Before joining Emler, Matt served as Chief Financial Officer of Powers Gymnastics, an operator in the youth gymnastics space. In that role, he went beyond traditional finance functions, taking a hands-on approach to pricing strategy, labor optimization, marketing performance, and site-level operations.

Matt began his career as an analyst in J.P. Morgan’s high-yield and distressed credit group. Known for combining analytical rigor with ground-level execution, he brings a disciplined, data-driven approach to a fast-growing platform in the youth enrichment space.

Fred Pina is a people-first growth executive and Senior Vice President of Growth & Business Development at Emler Swim & Gym, where he leads M&A strategy and new platform vertical initiatives.

Before joining Emler, Fred was COO and Interim CEO of Powers Gymnastics, a youth gymnastics operator, where he built teams, created cross-functional processes, and led business development and dealmaking activities.

Fred began his career as an analyst at J.P. Morgan in high-yield and distressed credit research, then joined Aristeia Capital as an investment analyst covering opportunistic credit and special situations.

Collaborative by nature and energized by complex, high-stakes work, he takes his work seriously without taking himself too seriously. Fred is based in Los Angeles, CA.