Good Trouble Pets

Most recently, I assumed leadership of this distressed business and applied the expertise and principles I gained from scaling a billion-dollar business to turn the business around within 6 months. I set the strategic direction, oversee new product development, and source inventory.

Highlights include that I already:

➟ Launched our brand and product lineup on Amazon. In doing so, we’re on track to achieve impressive revenue growth, with projections indicating that we’ll reach more than $750K in sales over the next 12 months.

➟ Released a new product line to expand into sustainable dog chews; researched, sourced, and set up new marketing campaigns.

➟ Transitioned all operations from Georgia to Utah and updated procedures and SOPs to increase margin and ensure a seamless customer experience (CX).

Chief Executive Officer

iFIT

I propelled the launch of the iFIT business under the ICON Health & Fitness umbrella in 2010, from ideation to hiring to business growth and management. Throughout my tenure, I was a key player in growing the business from scratch to 400+ employees, $300M recurring revenue, and 1M+ paid subscribers. 

In 2021, ICON Health & Fitness changed its corporate name to iFIT Inc. (“iFIT”) after its proprietary software platform, representing its shift from a legacy hardware business to a subscription/software business.

Within the same timeframe, I was promoted as a strategic partner to the Chief Experience Officer and Chief Strategy Officer, tasked with building scalable brand strategies across all the iFIT brands. I led a team of 140 people across business intelligence, sales, marketing, CRM, software development, and product development, and managed a $150M budget.

Highlights include that I:

➟ Designed complete customer lifecycle journeys for a seamless onboarding experience, achieving a 40% lift in customer engagement and a 5% reduction in churn rate. Implemented, tracked, and optimized critical KPIs.

➟ Formed strong collaborations between internal teams and stakeholders to determine the optimum pricing strategy and position an international rollout expansion in Canada, Australia, New Zealand, and Europe. Localized price offerings and languages to enhance international LTV and decrease churn rate across the subscription network.

➟ Implemented crucial business and membership pricing changes by replacing first-year free package purchase with month-to-month billing cycle with a 30-day trial period, leading to 35% growth in LTV.

➟ Delivered 27% margin growth in the blended hardware and subscription business by overhauling membership pricing strategy.

Vice President – Member Experience

While serving as the VP of Member (Customer) Experience, I spearheaded an M&A team in the integration of 85 personnel and 12 major systems from the Australia-based business, Sweat, under the umbrella of iFIT. I aligned and created strategic tools, team structure, content creation, and KPIs as per iFIT standards.

➟ Devised innovative customer engagement strategies to integrate Sweat’s women-focused mobile app into the full fitness offering from iFIT and cross-promote both apps within each network. 

➟ Worked closely with the lifecycle marketing team to cut customer acquisition cost 12% while also reducing churn 250+ BP within the first 90 days.

➟ Optimized Sweat’s content offering by cross-selling equipment while generating social followings to secure new and upcoming trainers on the platform. Directed the Sweat trainer network of 8 industry-leading influencers and female trainers.

General Manager – Sweat

In 2019, as growing the subscription business became a strategic priority, I was promoted to position go-to-market media campaigns, including OTT and paid media, to fast-track equipment sales and acquire new subscribers. I led and mentored a team of 14 direct reports comprising CRM, social, and media buyers with a focus on acquisition, onboarding, engagement, and retention.

➟ Produced accurate data models to highlight at-risk customers with personalized outreach, resulting in a 600-basis point reduction in churn rate.

➟ Piloted multimillion-dollar trade shows domestically and internationally, overseeing all aspects of retail activations and experiential stores to scale the global market footprint, brand awareness, and critical sales relationships.

➟ Surpassed the company’s top 3 hardware brands in brand awareness, setting iFIT on a trajectory to acquire ~600K new customers each year and growing to 7M total customers and 1M paid members by July 2021.

➟ Secured product placement in industry-leading stores, including Best Buy, Best Buy Canada, JB HiFi, El Corte Inglés, Amazon 4-Star stores, and Dick's Sporting Goods in partnership with the Chief Revenue Officer (CRO) as well as globally distributed teams.

➟ Lobbied for and championed the introduction of leading-edge digital tools, including Salesforce Marketing Cloud additions, Branch.io MMP, OneSignal, Contentstack, and Qualtrics to sell, monitor, target, and engage prospective customers.

Marketing Director – iFIT Customer Experience Team

I guided the expansion of the initial marketing team comprising 13 personnel in key areas to promote company growth. 

➟ Identified an opportunity for a new revenue stream in collaboration with business partners and set out to launch the subscription business. 

➟ Spearheaded a rebranding project to reposition the existing branding to an interactive video experience, opening an international market, including Europe, Australia, New Zealand, Asia, and South America.

➟ Created a paid membership platform through extensive multivariate testing to determine optimal annual and monthly subscription fees, scaling the business from zero to $75M by 2019. 

➟ Achieved and maintained profitability, including up to 82% margin by running a lean and aggressive team.

➟ Conceptualized and launched new, forward-thinking touchscreen products—a 3-year process—that included a new user interface and provided an immersive user experience (UX). The new screen hardware memberships now account for ~80% of iFIT revenue.

Marketing Manager – iFIT Marketing Team

➟ Mentored and supervised a team of 17 interns and FTEs tasked with supporting customized strategy building for 6 pages on all social media platforms. 

➟ Deployed diverse customer engagement strategies to increase the following by 2M+ within 6 months. 

➟ Developed the company's first paid social media budget and influencer strategy, generating 4X Return on Advertising Spending at its peak.

Social Media Specialist

As a dynamic customer experience leader, I have a demonstrated record of growing revenue through new product development, marketing, branding, and partnerships.

I develop and champion the long-term customer experience vision, curating a process to assess all aspects of customer health and identify gaps, weaknesses, and opportunity in the customer journey. 

As a leader, I apply an empowering style that encourages collaboration and fosters a culture of accountability, continuous improvement, and results.

Areas of Expertise
 
Strategic Planning & Execution • Marketing & CX Strategy • Business Development • Growth Strategies / Scaling • Internal & External Communication • Customer Journey Mapping • Acquisition, Onboarding & Retention • Budget Management & Forecasting • People Leadership & Development • Cross-Functional Collaboration • Product Development • Customer Experience (CX)

Chase Watterson

Ryan Dunkley

I’m a sales executive with a background in both direct-to-consumer and outside B2B sales, currently leading national key account growth as VP of Key Accounts at Freemotion Fitness. I specialize in helping gyms, hotels, and luxury properties elevate their fitness offerings through a combination of world-class equipment and immersive workout experiences powered by iFIT.

Before Freemotion, I spent over two decades scaling NordicTrack.com — one of the most recognizable fitness brands in the world — where I helped build a market-leading DTC business and led high-performing teams across sales, marketing, and customer experience.

Now backed by iFIT, I bring Freemotion’s commercial-grade equipment together with interactive streaming technology to deliver unforgettable wellness experiences for members, guests, and residents across the hospitality and fitness industries.

🔹 HIGHLIGHTS
➥ Revenue Growth
Drove consistent year-over-year gains across DTC and B2B channels.

➥ Key Account Leadership
Built lasting relationships and delivered high-value solutions to major clients.

➥ Strategic Partnerships
Forged impactful alliances across finance, marketing, analytics, and consulting.

➥ Sales Execution
Led go-to-market strategy, vision-setting, and cross-functional execution to drive team performance.

🔹 CORE COMPETENCIES (Refined & De-duplicated)
Change Leadership | Business Development | Strategic Planning | Corporate Development | Product Development | Presentations & Public Speaking | Client Engagement | Executive Leadership | Communications | People Management | Relationship Building | Project Management | Financial Analysis | Mentoring | Negotiation | Team Building | Creative Problem-Solving | Consultative Sales | Strategic Partnerships | Product Marketing | Sales & Profit Growth | New Program Development | Executive Sales Presentations | Customer Experience | Leadership | Territory Development | Persuasive Communication | Sales Funnel Management | Forecasting | CRM | Collaboration | Pipeline Development | Relationship Management

VP and GM, eCommerce

Spearhead the financial success of a Global eCommerce business, overseeing P&L and managing 100+ employees across multiple channels.  Directly manage key aspects, including the annual operating plan, customer journey UI/UX analytics, site merchandising, business intelligence, inbound, outbound and digital showroom sales, CRM, and brand marketing. Collaborate with the IT team to lead web developers, prioritze tasks, implement new software partners, and lay the foundation for a new web platform. Manage the annual marketing spend, optimizing strategies and ensuring profitable revenue and EBITDA growth. Parnter with the Product team to merchandise a new product lineup across all fitness modalities for 2025 

➥Positioned the company for a 20% growth in financing revenue by leading the strategy and execution of a waterfall financing model domestically and internationally through partnerships with TD Bank, Fortiva, Acima, Klarna and Versatile

➥Orchestrated a conversion trasformation effort, introducing a full-funnel customer journey with identity resolution advertising, AI-driven creativity for langing pages, and software for an AI-driven personalized web experience

➥Achieved annual revenue in the hundreds of millions of dollars globally, planning expansion into Germany, Italy, Spain and Ireland in 2024.

➥Built a $10M subscription outbound program in year one with 15 sales associates.

taplio

The Battle

Chase Watterson

Ryan Dunkley

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