Christie Hefner, former CEO of Playboy Enterprises and daughter of Playboy founder Hugh Hefner, has joined Tucson-based Canyon Ranch as head of a new division at the destination spa.

Hefner was named executive chairman of Canyon Ranch Enterprises, a new division that will focus on health and wellness initiatives beyond the company’s properties.

The announcement was made today by Canyon Ranch Founder Mel Zuckerman, vice chairman and CEO Jerry Cohen and vice chairman Dr. Richard Carmona, former U.S. Surgeon General.

A longtime member of Canyon Ranch’s Advisory Board, Hefner was chairman and CEO of Playboy for 20 years before stepping down in 2009.

Hefner, who has been a consultant to Canyon Ranch since her departure from Playboy, will lead efforts to bringing the Canyon Ranch brand into new areas via media and business partnerships, the company said.

One example is a series of three mobile-phone applications — Healthy Eats, Everyday Fitness and 360 Well Being — that Canyon Ranch launched in December and January, a Canyon Ranch spokeswoman said