Rodale Inc., the publisher of Men’s Health and Women’s Health, named Michael Lafavore to what it is calling a “new role” of editorial director.

Lafavore will report to Rodale president Scott Schulman, and initially focus on Men’s Health. The company said he would also provide “guidance” to the publisher’s other titles.

The editorial director role isn’t entirely new for Rodale, though. David Zincencko, who served as Men’s Health editor in chief from 2000 to 2012, had editorial oversight over some of Rodale’s brands, too, when he helmed the men’s glossy. A spokeswoman said the point of difference is how Lafavore’s job is “structured.”

“Mike is a highly regarded magazine and media veteran,” Schulman offered.  “His record of building global brands will be a valuable asset as we build on Rodale’s leadership in the healthy lifestyle space.”

Lafavore isn’t a new face in the halls of Rodale; he served as editor in chief of Men’s Health from 1998 to 2000, during which time he increased the magazine’s circulation from four to 10 times a year. He also helped launch the company’s first international editions in the U.K., France, Germany, Australia, South Africa, Mexico and Russia, Rodale said.

From 2012 to 2013, Lafavore worked at Maxim as a consulting editor and earlier, editorial director. Before that, he held the editorial director title at Meredith Publishing. He has also served as editor in chief of TV Guide and, where he helped increase magazine renewals and online traffic and commerce.

Lafavore, who joins Rodale on Thursday, has consulted for several magazines, including National Geographic, National Geographic Traveler, Popular Mechanics, The Sporting News, Car & Driver, Elle and Western Interiors & Design.

He will be based in Rodale’s Emmaus, Pa., headquarters.