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MuiTypography-button css-lilpbx">Newsletter</span></button></a></div></div></div></div></div></div></div><hr class="MuiDivider-root MuiDivider-fullWidth css-rgx7oy"/></header><main class="MuiBox-root css-0" data-og-content-type="article" data-og-template="default"><article class="MuiBox-root css-0"><div class="MuiBox-root css-113vqb4"><div class="MuiBox-root css-1d29nfv"><div class="MuiBox-root css-usir18"><div class="MuiBox-root css-0"><div class="MuiBox-root css-18165vw"><nav class="MuiTypography-root MuiTypography-body1 MuiBreadcrumbs-root css-x3c52b" aria-label="breadcrumb"><ol class="MuiBreadcrumbs-ol css-nhb8h9"><li class="MuiBreadcrumbs-li"><a class="MuiTypography-root MuiTypography-body2 MuiLink-root MuiLink-underlineHover css-99v0n2" href="/">Home</a></li><li aria-hidden="true" class="MuiBreadcrumbs-separator css-3mf706">/</li><li class="MuiBreadcrumbs-li"><a class="MuiTypography-root MuiTypography-body2 MuiLink-root MuiLink-underlineHover css-99v0n2" href="/topics/aviation-news/">Aviation News</a></li><li aria-hidden="true" class="MuiBreadcrumbs-separator css-3mf706">/</li><li class="MuiBreadcrumbs-li"><a class="MuiTypography-root MuiTypography-body2 MuiLink-root MuiLink-underlineHover css-99v0n2" href="/topics/aviation-news/business-aviation-news/">Business Aviation</a></li></ol></nav><div class="MuiBox-root css-d892od"><div><a class="MuiButtonBase-root MuiButton-root MuiButton-contained MuiButton-containedPrimary MuiButton-sizeSmall MuiButton-containedSizeSmall MuiButton-disableElevation css-sw5jjt" tabindex="0" type="button" href="/topics/aviation-news/">Aviation News</a></div><h1 class="MuiTypography-root MuiTypography-h1 css-1w26f7a">Wheels Up Adds Execs As It Faces Challenges</h1><h2 class="MuiTypography-root MuiTypography-h6 css-1ofl8il">There’s been a shakeup in the executive suites at charter membership pioneer Wheels Up as it works through financial and operational woes. Chief Marketing Officer Lee Applebaum, who held the… </h2><div class="MuiBox-root css-0"><div class="MuiBox-root css-18vbn7a"><h6 class="MuiTypography-root MuiTypography-subtitle2 css-1qhr1tl"><div class="MuiBox-root css-1t075fi"><div class="MuiBox-root css-0"><div class="MuiAvatarGroup-root css-1mceequ"><div class="MuiAvatar-root MuiAvatar-circular MuiAvatarGroup-avatar css-1bx4863"><img alt="Russ Niles" src="https://www.avweb.com/uploads/2024/08/russ-niles-2024-hr-scaled.jpg?auto=webp" class="MuiAvatar-img css-1hy9t21"/></div></div></div><div class="MuiBox-root css-180isbx"><a class="MuiTypography-root MuiTypography-inherit MuiLink-root MuiLink-underlineHover css-zucwia" href="/author/rniles/">Russ Niles</a></div></div></h6><time class="MuiTypography-root MuiTypography-caption css-3h27mg" dateTime="2023-05-03T21:50:14">Updated May 4, 2023 11:45 AM EDT</time></div></div></div></div></div></div></div><div class="MuiBox-root css-1td0nkt"><div class="MuiBox-root css-13kgfem"><div class="MuiBox-root css-f5x0ou"><div class="MuiBox-root css-8oye0f"><main class="MuiBox-root css-0"><div class="MuiBox-root css-1n8lbbg"><div class="MuiBox-root css-1d29nfv"><div class="MuiBox-root css-9m76lt"><img alt="" loading="eager" src="https://www.avweb.com/uploads/2023/05/images.jpeg?auto=webp&auto=webp&optimize=high&quality=70&width=1440" style="max-width:100%;width:100%" srcSet=" https://www.avweb.com/uploads/2023/05/images.jpeg?auto=webp&auto=webp&optimize=high&quality=70&width=640 640w, https://www.avweb.com/uploads/2023/05/images.jpeg?auto=webp&auto=webp&optimize=high&quality=70&width=750 750w, https://www.avweb.com/uploads/2023/05/images.jpeg?auto=webp&auto=webp&optimize=high&quality=70&width=828 828w, https://www.avweb.com/uploads/2023/05/images.jpeg?auto=webp&auto=webp&optimize=high&quality=70&width=1080 1080w, https://www.avweb.com/uploads/2023/05/images.jpeg?auto=webp&auto=webp&optimize=high&quality=70&width=1200 1200w, https://www.avweb.com/uploads/2023/05/images.jpeg?auto=webp&auto=webp&optimize=high&quality=70&width=1920 1920w, https://www.avweb.com/uploads/2023/05/images.jpeg?auto=webp&auto=webp&optimize=high&quality=70&width=2018 2048w, https://www.avweb.com/uploads/2023/05/images.jpeg?auto=webp&auto=webp&optimize=high&quality=70&width=3840 3840w "/></div></div><div class="MuiBox-root css-s2uf1z"><div><button class="MuiButtonBase-root MuiButton-root MuiButton-contained MuiButton-containedPrimary MuiButton-sizeMedium MuiButton-containedSizeMedium MuiButton-disableElevation css-wdq7tc" tabindex="0" type="button">Share this story<span class="MuiButton-endIcon MuiButton-iconSizeMedium css-1n4a93h"><svg class="MuiSvgIcon-root MuiSvgIcon-fontSizeMedium css-vubbuv" focusable="false" aria-hidden="true" viewBox="0 0 24 24" data-testid="IosShareIcon"><path d="m16 5-1.42 1.42-1.59-1.59V16h-1.98V4.83L9.42 6.42 8 5l4-4zm4 5v11c0 1.1-.9 2-2 2H6c-1.11 0-2-.9-2-2V10c0-1.11.89-2 2-2h3v2H6v11h12V10h-3V8h3c1.1 0 2 .89 2 2"></path></svg></span></button></div></div><div class="MuiBox-root css-1rc4wle" data-id="page-content" data-og-area="article-blocks"><div class="MuiTypography-root MuiTypography-paragraph paragraph css-1mla96h" data-og-block-area="article-blocks" data-og-block-nth="1" data-og-block-type="core/paragraph" data-rawhtml="1"><p>There's been a shakeup in the executive suites at charter membership pioneer Wheels Up as it works through financial and operational woes. Chief Marketing Officer Lee Applebaum, who held the post since 2020, left the company on Tuesday. <a href="https://privatejetcardcomparisons.com/2023/05/03/wheels-up-announces-senior-leadership-changes/" target="_blank" rel="noreferrer noopener">According to Private Jet Card Comparisons</a>, Wheels Up said he was leaving to pursue "personal and entrepreneurial ventures." Meanwhile, Wheels Up has announced it's hiring former Cigna CMO and IBM executive Kristen Lauria as its Chief Customer and Marketing Officer to replace Applebaum.</p></div><div class="MuiTypography-root MuiTypography-paragraph paragraph css-1mla96h" data-og-block-area="article-blocks" data-og-block-nth="2" data-og-block-type="core/paragraph" data-rawhtml="1"><p>Wheels Up has also hired David Godsman as Chief Digital Officer. He most recently held a similar post at Coca Cola. Both will report to founder and CEO Kenny Dichter. The company has lost hundreds of millions of dollars since going public in 2021. It's at risk of being delisted by the New York Stock Exchange and stockholders will vote on a remedy for that involving a reverse stock split at the end of May. The company is hoping to cut losses to no more than $130 million in 2023. Wheels Up intends to be profitable in 2024.</p></div></div><div><button class="MuiButtonBase-root MuiButton-root MuiButton-contained MuiButton-containedPrimary MuiButton-sizeMedium MuiButton-containedSizeMedium MuiButton-disableElevation css-wdq7tc" tabindex="0" type="button">Share this story<span class="MuiButton-endIcon MuiButton-iconSizeMedium css-1n4a93h"><svg class="MuiSvgIcon-root MuiSvgIcon-fontSizeMedium css-vubbuv" focusable="false" aria-hidden="true" viewBox="0 0 24 24" data-testid="IosShareIcon"><path d="m16 5-1.42 1.42-1.59-1.59V16h-1.98V4.83L9.42 6.42 8 5l4-4zm4 5v11c0 1.1-.9 2-2 2H6c-1.11 0-2-.9-2-2V10c0-1.11.89-2 2-2h3v2H6v11h12V10h-3V8h3c1.1 0 2 .89 2 2"></path></svg></span></button></div><div class="MuiBox-root css-1ce1sgr"><div class="MuiBox-root css-b2hcix"><div class="MuiBox-root css-uutjr5"><div class="MuiBox-root css-1t075fi"><div class="MuiAvatar-root MuiAvatar-circular css-1fwghml"><img alt="Russ Niles" src="https://www.avweb.com/uploads/2024/08/russ-niles-2024-hr-scaled.jpg?auto=webp" class="MuiAvatar-img css-1hy9t21"/></div><div class="MuiBox-root css-kulbaa"><a class="MuiTypography-root MuiTypography-h4 MuiLink-root MuiLink-underlineHover css-x0hl1a" href="/author/rniles/">Russ Niles</a><span class="MuiTypography-root MuiTypography-overline css-1pu9uuh">Editor</span></div></div><div><div class="css-146hop3"></div></div></div><div class="MuiTypography-root MuiTypography-body2 css-1y4mh5s">Russ Niles is Editor-in-Chief of AVweb. He has been a pilot for 30 years and joined AVweb 22 years ago. He and his wife Marni live in southern British Columbia where they also operate a small winery.</div></div></div></div><div class="MuiBox-root css-h5fkc8" id="collection-component-1712859313541"></div><div id="discourse-comments"><iframe src="https://forum.avweb.com/embed/comments?embed_url=https%3A%2F%2Fwww.avweb.com%2Faviation-news%2F285930%2F" id="discourse-embed-frame" width="100%" height="100" frameBorder="0" scrolling="no" referrerPolicy="no-referrer-when-downgrade"></iframe></div></main><aside class="css-ovnx7g"><div class="MuiBox-root css-1023vir"><hr class="MuiDivider-root MuiDivider-fullWidth css-pczdg"/><div class="MuiBox-root css-1d29nfv"><div class="MuiTypography-root MuiTypography-h4 css-1o4mut9">Related Stories</div><div class="MuiBox-root css-f5x0ou"><div class="MuiBox-root css-t0051x"><div class="MuiBox-root css-nxjwuf"><div class="MuiBox-root css-1k9a61c"><a class="MuiTypography-root MuiTypography-overline MuiLink-root MuiLink-underlineAlways css-1ag77gy" 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href="/insider/playmate-of-the-month/">Playmate Of The Month</a><p class="MuiTypography-root MuiTypography-body1 css-7aujxg">Occasional frivolity is how great pilots are made. </p><a class="MuiTypography-root MuiTypography-overline MuiLink-root MuiLink-underlineAlways css-1kfl0fh" aria-label="Kevin Garrison" href="/author/kevin-garrison/">Kevin Garrison</a></div></div></div></div><div class="MuiBox-root css-128wf40"><hr class="MuiDivider-root MuiDivider-fullWidth css-pczdg"/><div class="MuiBox-root css-1d29nfv"><div class="MuiTypography-root MuiTypography-h4 css-1o4mut9">Poll</div><div class="MuiBox-root css-t0051x"><div class="GravityformsFormBlock MuiBox-root css-0" data-og-block-type="GravityformsFormBlock"><form action="#"><h3 class="MuiTypography-root MuiTypography-body1 gform-title css-1waj9ss">Poll: Is The F-47 A Good Decision?</h3><div class="MuiFormControl-root css-z26wvq"><div class="MuiFormGroup-root css-1h7anqn" role="radiogroup"><label class="MuiFormControlLabel-root MuiFormControlLabel-labelPlacementEnd css-1jaw3da"><span class="MuiButtonBase-root MuiRadio-root MuiRadio-colorPrimary PrivateSwitchBase-root MuiRadio-root MuiRadio-colorPrimary css-yg9wgv"><input class="PrivateSwitchBase-input css-1m9pwf3" name="1" type="radio" value="gpoll11946ec57"/><span class="css-hyxlzm"><svg class="MuiSvgIcon-root MuiSvgIcon-fontSizeMedium css-q8lw68" focusable="false" aria-hidden="true" viewBox="0 0 24 24" data-testid="RadioButtonUncheckedIcon"><path d="M12 2C6.48 2 2 6.48 2 12s4.48 10 10 10 10-4.48 10-10S17.52 2 12 2zm0 18c-4.42 0-8-3.58-8-8s3.58-8 8-8 8 3.58 8 8-3.58 8-8 8z"></path></svg><svg class="MuiSvgIcon-root MuiSvgIcon-fontSizeMedium css-1c4tzn" focusable="false" aria-hidden="true" viewBox="0 0 24 24" data-testid="RadioButtonCheckedIcon"><path d="M8.465 8.465C9.37 7.56 10.62 7 12 7C14.76 7 17 9.24 17 12C17 13.38 16.44 14.63 15.535 15.535C14.63 16.44 13.38 17 12 17C9.24 17 7 14.76 7 12C7 10.62 7.56 9.37 8.465 8.465Z"></path></svg></span></span><span class="MuiTypography-root MuiTypography-body1 MuiFormControlLabel-label css-1waj9ss">Yes. We need to maintain air superiority.</span></label><label class="MuiFormControlLabel-root MuiFormControlLabel-labelPlacementEnd css-1jaw3da"><span class="MuiButtonBase-root MuiRadio-root MuiRadio-colorPrimary PrivateSwitchBase-root MuiRadio-root MuiRadio-colorPrimary css-yg9wgv"><input class="PrivateSwitchBase-input css-1m9pwf3" name="1" type="radio" value="gpoll1a58c0042"/><span class="css-hyxlzm"><svg class="MuiSvgIcon-root MuiSvgIcon-fontSizeMedium css-q8lw68" focusable="false" aria-hidden="true" viewBox="0 0 24 24" data-testid="RadioButtonUncheckedIcon"><path d="M12 2C6.48 2 2 6.48 2 12s4.48 10 10 10 10-4.48 10-10S17.52 2 12 2zm0 18c-4.42 0-8-3.58-8-8s3.58-8 8-8 8 3.58 8 8-3.58 8-8 8z"></path></svg><svg class="MuiSvgIcon-root MuiSvgIcon-fontSizeMedium css-1c4tzn" focusable="false" aria-hidden="true" viewBox="0 0 24 24" data-testid="RadioButtonCheckedIcon"><path d="M8.465 8.465C9.37 7.56 10.62 7 12 7C14.76 7 17 9.24 17 12C17 13.38 16.44 14.63 15.535 15.535C14.63 16.44 13.38 17 12 17C9.24 17 7 14.76 7 12C7 10.62 7.56 9.37 8.465 8.465Z"></path></svg></span></span><span class="MuiTypography-root MuiTypography-body1 MuiFormControlLabel-label css-1waj9ss">Seems like the right thing to do but I'd like more information.</span></label><label class="MuiFormControlLabel-root MuiFormControlLabel-labelPlacementEnd css-1jaw3da"><span class="MuiButtonBase-root MuiRadio-root MuiRadio-colorPrimary PrivateSwitchBase-root MuiRadio-root MuiRadio-colorPrimary css-yg9wgv"><input class="PrivateSwitchBase-input css-1m9pwf3" name="1" type="radio" value="gpoll1e5c6fa52"/><span class="css-hyxlzm"><svg class="MuiSvgIcon-root MuiSvgIcon-fontSizeMedium css-q8lw68" focusable="false" aria-hidden="true" viewBox="0 0 24 24" data-testid="RadioButtonUncheckedIcon"><path d="M12 2C6.48 2 2 6.48 2 12s4.48 10 10 10 10-4.48 10-10S17.52 2 12 2zm0 18c-4.42 0-8-3.58-8-8s3.58-8 8-8 8 3.58 8 8-3.58 8-8 8z"></path></svg><svg class="MuiSvgIcon-root MuiSvgIcon-fontSizeMedium css-1c4tzn" focusable="false" aria-hidden="true" viewBox="0 0 24 24" data-testid="RadioButtonCheckedIcon"><path d="M8.465 8.465C9.37 7.56 10.62 7 12 7C14.76 7 17 9.24 17 12C17 13.38 16.44 14.63 15.535 15.535C14.63 16.44 13.38 17 12 17C9.24 17 7 14.76 7 12C7 10.62 7.56 9.37 8.465 8.465Z"></path></svg></span></span><span class="MuiTypography-root MuiTypography-body1 MuiFormControlLabel-label css-1waj9ss">No. Crewed aircraft are a thing of the past.</span></label><label class="MuiFormControlLabel-root MuiFormControlLabel-labelPlacementEnd css-1jaw3da"><span class="MuiButtonBase-root MuiRadio-root MuiRadio-colorPrimary PrivateSwitchBase-root MuiRadio-root MuiRadio-colorPrimary css-yg9wgv"><input class="PrivateSwitchBase-input css-1m9pwf3" name="1" type="radio" value="gpoll1dd357115"/><span class="css-hyxlzm"><svg class="MuiSvgIcon-root MuiSvgIcon-fontSizeMedium css-q8lw68" focusable="false" aria-hidden="true" viewBox="0 0 24 24" data-testid="RadioButtonUncheckedIcon"><path d="M12 2C6.48 2 2 6.48 2 12s4.48 10 10 10 10-4.48 10-10S17.52 2 12 2zm0 18c-4.42 0-8-3.58-8-8s3.58-8 8-8 8 3.58 8 8-3.58 8-8 8z"></path></svg><svg class="MuiSvgIcon-root MuiSvgIcon-fontSizeMedium css-1c4tzn" focusable="false" aria-hidden="true" viewBox="0 0 24 24" data-testid="RadioButtonCheckedIcon"><path d="M8.465 8.465C9.37 7.56 10.62 7 12 7C14.76 7 17 9.24 17 12C17 13.38 16.44 14.63 15.535 15.535C14.63 16.44 13.38 17 12 17C9.24 17 7 14.76 7 12C7 10.62 7.56 9.37 8.465 8.465Z"></path></svg></span></span><span class="MuiTypography-root MuiTypography-body1 MuiFormControlLabel-label css-1waj9ss">The money should be spent on other things.</span></label></div></div><button class="MuiButtonBase-root MuiButton-root MuiButton-contained MuiButton-containedPrimary MuiButton-sizeLarge MuiButton-containedSizeLarge MuiButton-disableElevation css-1le9e80" tabindex="0" type="submit">Submit</button></form></div></div></div></div><div class="MuiBox-root css-128wf40"><hr class="MuiDivider-root MuiDivider-fullWidth css-pczdg"/><div class="MuiBox-root css-1d29nfv"><div class="MuiTypography-root MuiTypography-h4 css-1o4mut9">Featured video</div><div class="css-18braj4"><a class="MuiButtonBase-root css-hbp2mf" tabindex="0" href="/multimedia/video-of-the-week-vans-rv-9-new-rotax-power/"><div class="MuiBox-root css-1d29nfv"><div class="MuiBox-root css-9m76lt"><img alt="" loading="lazy" src="https://www.avweb.com/uploads/2025/03/Screenshot-2025-03-23-at-7.48.36%E2%80%AFPM.png?auto=webp&auto=webp&optimize=high&quality=70&width=1440" style="max-width:100%;width:100%" title="Video Of The Week: Van’s RV-9: New Rotax Power" srcSet=" https://www.avweb.com/uploads/2025/03/Screenshot-2025-03-23-at-7.48.36%E2%80%AFPM.png?auto=webp&auto=webp&optimize=high&quality=70&width=640 640w, https://www.avweb.com/uploads/2025/03/Screenshot-2025-03-23-at-7.48.36%E2%80%AFPM.png?auto=webp&auto=webp&optimize=high&quality=70&width=750 750w, 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Chief Marketing Officer Lee Applebaum, who held the post since 2020, left the company on Tuesday. \u003ca href=\\\"https:\\/\\/privatejetcardcomparisons.com\\/2023\\/05\\/03\\/wheels-up-announces-senior-leadership-changes\\/\\\" target=\\\"_blank\\\" rel=\\\"noreferrer noopener\\\"\u003eAccording to Private Jet Card Comparisons\u003c\\/a\u003e, Wheels Up said he was leaving to pursue \\\"personal and entrepreneurial ventures.\\\" Meanwhile, Wheels Up has announced it's hiring former Cigna CMO and IBM executive Kristen Lauria as its Chief Customer and Marketing Officer to replace Applebaum.\",\"dropCap\":false}","originalContent":"\u003cp\u003eThere's been a shakeup in the executive suites at charter membership pioneer Wheels Up as it works through financial and operational woes. Chief Marketing Officer Lee Applebaum, who held the post since 2020, left the company on Tuesday. \u003ca href=\"https://privatejetcardcomparisons.com/2023/05/03/wheels-up-announces-senior-leadership-changes/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAccording to Private Jet Card Comparisons\u003c/a\u003e, Wheels Up said he was leaving to pursue \"personal and entrepreneurial ventures.\" Meanwhile, Wheels Up has announced it's hiring former Cigna CMO and IBM executive Kristen Lauria as its Chief Customer and Marketing Officer to replace Applebaum.\u003c/p\u003e","innerBlocks":[]},{"name":"core/paragraph","order":1,"attributesJSON":"{\"content\":\"Wheels Up has also hired David Godsman as Chief Digital Officer. He most recently held a similar post at Coca Cola. Both will report to founder and CEO Kenny Dichter. The company has lost hundreds of millions of dollars since going public in 2021. It's at risk of being delisted by the New York Stock Exchange and stockholders will vote on a remedy for that involving a reverse stock split at the end of May. The company is hoping to cut losses to no more than $130 million in 2023. Wheels Up intends to be profitable in 2024.\",\"dropCap\":false}","originalContent":"\u003cp\u003eWheels Up has also hired David Godsman as Chief Digital Officer. He most recently held a similar post at Coca Cola. Both will report to founder and CEO Kenny Dichter. The company has lost hundreds of millions of dollars since going public in 2021. It's at risk of being delisted by the New York Stock Exchange and stockholders will vote on a remedy for that involving a reverse stock split at the end of May. The company is hoping to cut losses to no more than $130 million in 2023. 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