Vida-Flo has assembled an executive management team unparalleled within the burgeoning industry of Hydration Therapy Clinics. Their experience ranges from Fortune 500 companies to successful start-ups and everything in between. The overarching philosophy and focus has been to create a strong support base, a profitable model and an ongoing commitment to training and improving the brand. With decades of practical experience in both franchising and small, medium and big business, the Vida-Flo Executive Team is poised for your success


Keith McDermott founded Vida-Flo in 2012 and remains President and CEO. From April of 2006 to August of 2012, Mr. McDermott served as the Senior Vice President of Business Development for Biomass Gas & Electric in Atlanta, Georgia a corporation that builds renewable energy power plants utilizing a proprietary gasification technology to produce electricity. Prior to that he spent 15 years working in sales and marketing with CBS Television Network in New York City, FOX Sports and Clear Channel Communications. He is also the published author of the book, Lessons From Our Fathers. He is based at our corporate headquarters in Atlanta, Georgia.


Jamey Shirah is a co-founder of Vida-Flo and serves as our Executive VP of Corporate Operations and Franchise Development. From March of 2012 through March of 2014, Mr. Shirah served as Managing Member and Director of Operations for Kill Cliff, Inc. in Atlanta, Georgia. From September of 2009 through the present, Mr. Shirah has served as Managing Member of Gardan Group, Inc. in Atlanta, Georgia. Jamey is based at our headquarters in Atlanta, Georgia.


Susan Landgraf oversees the Vida-Flo training program and store operations. The former Chief Learning Officer of Massage Envy Franchising, Susan developed a sales training program in 2008 that generated $37 million dollars in incremental sales. As Vice President of Training & Organizational Development at Cold Stone Creamery Franchising Headquarters, her operating systems and training programs supported franchise growth from 100 nationwide stores to over 1,100. At PetSmart, as Vice President of Training & Organizational Effectiveness, she boosted profits from $8.8 million to $18 million in a single year, and at Wendy’s International she facilitated training and succession planning for a region of 1,000 stores. She also spent twenty years at Marriott Corporation in various restaurant and hotel divisions, both in operations and training capacities.


Dan is an expert in the matters involving franchise law. He represents Vida-Flo in all aspects of franchise and distribution law. His focus is on franchise structuring and development, preparation of franchise disclosure documents and agreements, franchise registrations and exemptions, franchise relations, franchise compliance, franchise avoidance, international franchising, mergers and acquisitions of franchise systems, distributorships and licensing. He has his J.D. from the University of Arizona James E. Rogers College of Law and his B.A. in Economics and Environmental Studies from the University of Colorado at Boulder.


Sharon Peterson serves as Vida-Flo Franchise Sales Director. She brings extensive, emerging brand franchising experience to the Vida-Flo team. Her successes include the expansion of Best in Class Education Center in the United States and SweetFrog Premium Frozen Yogurt. Sharon was instrumental in growing the SweetFrog system from 55 units to a total of 340 locations across the globe.

Sharon’s ten-year background in sales and marketing within the franchise industry is helping Vida-Flo achieve continued expansion and increased brand recognition through the implementation of strategic growth initiatives. Peterson’s role will also include maintaining relationships, training, and facilitating grand openings. Vida-Flo has always stressed an ongoing and close relationship within the system and Peterson’s hands-on technique will ensure tailored solutions for all new, existing and soon-to-be franchisees.