Today marks a meaningful new chapter for Lina.
We are proud to announce that Munaf Samji, Lina’s Chief Marketing Officer, will step into the role of Chief Executive Officer as the company enters its next stage of growth.
This transition reflects both continuity and momentum. Over the past several years, Lina has built a strong foundation around a clear and deeply necessary mission: giving independent practitioners the infrastructure, flexibility, support, and community they need to build and grow their practices.
That foundation did not happen by accident.
Rachel Puri, Lina’s Co-Founder and CEO, alongside Co-Founder Vic, built the company through the hardest and most unpredictable stage of any business: turning belief into a working model, conviction into operations, and early demand into a stabilized platform.
Together, they led Lina through the complexity, uncertainty, and resilience required to prove that independent practice deserves a better way forward.
Under their leadership, Lina has grown into a platform with strong practitioner demand, stable locations, a clear operating model, and a disciplined foundation for expansion.
They did the hard part: building something real before the market fully understood how much it was needed.
As Rachel transitions into the role of Executive Chair, Lina will continue to benefit from her founder vision, strategic guidance, and deep understanding of the company’s mission. Her leadership has paved the path for this next stage, creating the clarity, structure, and discipline required for national scale.
Munaf steps into the CEO role having already worked closely across Lina’s brand, market positioning, practitioner story, investor narrative, and growth strategy. His leadership will focus on scaling Lina nationally with intention, building an all-star team, strengthening the operating foundation, and continuing to grow without losing the heart of why Lina exists.
This is not a departure from Lina’s original vision. It is the moment that vision begins to scale.
The foundation has been built.
The path is clear.
And our story is just beginning.
