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TUCSON, Ariz. – from www.businessweek.com – Former Playboy Enterprises CEO Christie Hefner has joined Tucson, Ariz.-based spa and wellness firm Canyon Ranch as head of a new division.

The firm announced Monday that Hefner will serve as executive chairman of its new Canyon Ranch Enterprises division. The division will try to expand from the company’s traditional wellness and spa facilities through new media and business partnerships.

Canyon Ranch has destination health resorts in Tucson, Lenox, Mass., and Miami Beach and operates spas at 2 Las Vegas hotels and on two cruise lines.

Hefner served as chairman and CEO of Playboy for 20 years and left in 2009. She is a longtime member of the Canyon Ranch advisory board and has consulted with the company since she left Playboy.