Code Ninjas Hires CMO to Systematize Global STEM Education Growth

ATLANTA, GA – April 06, 2026 – Code Ninjas, the world's largest kids coding franchise, has appointed veteran marketing executive Tyler Semerdjian as its new Chief Marketing Officer. The move signals a strategic push to accelerate global growth and refine the operational engine that supports its more than 350 learning centers.

Semerdjian, a leader with over 15 years of experience in scaling consumer-facing businesses, is tasked with modernizing the company's marketing infrastructure and driving enrollment in a rapidly expanding market for children's STEM education. His appointment comes as the company, backed by private equity firm Eagle Merchant Partners, seeks to solidify its dominance and create more predictable outcomes for its franchise partners.

"Tyler is an exciting addition to the Code Ninjas team," said Navin Gurnaney, CEO of Code Ninjas, in a statement. "He brings a thoughtful, systems-driven approach to growth and a strong track record of building marketing engines that deliver measurable results. Just as importantly, he understands how to translate that into real impact at the local level, which will be key as we continue to support our franchisees and strengthen performance across the network."

A Mandate for Predictable Growth

Semerdjian's background is rooted in building high-performance marketing systems for growth-focused companies. He most recently served as CMO for a private equity-backed family entertainment platform with over $100 million in annual revenue, where he was instrumental in driving a 274% increase in EBITDA. This experience with PE-backed platforms and direct-to-consumer strategies is seen as a perfect fit for Code Ninjas' current trajectory.

His primary objective is to build a more connected marketing ecosystem that improves lead generation, conversion, and student retention across the franchise network. This involves moving beyond brand awareness to create a data-driven framework that franchisees can leverage for sustained local growth.

"Code Ninjas operates at a scale that creates real leverage — strong brand recognition and a model built for recurring revenue," Semerdjian stated. "The opportunity is in tightening the systems that connect marketing to enrollment outcomes and building the infrastructure that makes growth more predictable across the network."

This focus on predictability is central to the new strategy. Semerdjian will lead the evolution of the brand's positioning to better reflect the depth of its programs, which have expanded beyond basic coding to include robotics, AI, and a broader range of STEM skills. The goal is to create a marketing machine that not only attracts new families but also clearly communicates the long-term value of the Code Ninjas curriculum.

Navigating a Competitive and Booming Market

The demand for supplemental education that equips children with future-ready skills has never been higher. Parents are increasingly recognizing coding as a foundational literacy for the 21st century, fostering critical thinking, logic, and problem-solving abilities. This has fueled a competitive market for kids' coding programs.

Code Ninjas competes in a space populated by digital-first platforms like Tynker, which powers coding for over 60 million kids, and codeSpark Academy, which has introduced computer science concepts to 30 million children. However, Code Ninjas differentiates itself with its physical, dojo-like centers and a highly structured, gamified curriculum.

At the core of its educational offering is a nine-belt system that takes children aged 7-14 from block-based coding to advanced languages like JavaScript and C#. A key distinguisher for the brand is its accreditation from the International Society for Technology in Education (ISTE). This endorsement signifies that the curriculum meets rigorous global standards for technology integration in learning, focusing on developing computational thinking and digital citizenship, not just tool proficiency. This third-party validation provides a mark of quality that helps the franchise stand out against non-accredited local and online competitors.

The Franchise Equation: Balancing Growth and Support

With an initial investment ranging from approximately $177,000 to $385,500, becoming a Code Ninjas franchisee is a significant commitment. The company is actively seeking new partners for expansion, particularly in New England and the Southern U.S. The promise of a recurring-revenue model built on strong community ties is a powerful draw for both first-time and experienced operators.

However, the reality for any large franchise system is a spectrum of owner experiences. While many franchisees report rewarding journeys and strong support, others have voiced concerns online about profitability and the effectiveness of corporate marketing efforts in driving local traffic. Some have noted a desire for more direct support in converting leads into long-term students.

Semerdjian's appointment appears to be a direct answer to these challenges. His focus on creating a robust, centralized marketing system that delivers tangible results at the local level is designed to address the core needs of every franchisee: a steady stream of new students and the tools to retain them. By refining the lead flow and conversion process, the corporate team aims to improve the financial performance and operational efficiency of the entire network.

The Private Equity Playbook in Action

This strategic hire is a clear manifestation of the influence of Code Ninjas' parent company, Eagle Merchant Partners. The Atlanta-based private equity firm, which specializes in franchise and consumer businesses, completed its full acquisition of Code Ninjas in September 2021 after an initial minority investment. Since then, the firm has been executing a classic growth playbook.

This has included a leadership overhaul and the strategic relocation of the company's headquarters from Houston to Atlanta in early 2024 to tap into a new talent pool and energize its growth strategy. The appointment of a CMO with a proven PE track record like Semerdjian is the next logical step in this deliberate plan to professionalize operations and scale the business rapidly.

By investing heavily in marketing infrastructure and leadership, Eagle Merchant Partners is betting that it can transform Code Ninjas' strong brand recognition and expansive footprint into a more efficient, profitable, and dominant force in global education. The new systems-driven approach is designed to ensure that as the company grows, its foundation becomes stronger, benefiting both the corporate entity and the individual entrepreneurs running dojos in communities around the world.