Head of Finance @ Google • Posts on how to increase profits, improve cash flow, and leverage technology in your business • 48K+ followers on X (formerly Twitter) • 1,100+ people read my newsletter • Microsoft & GE Alum

I'm a high-energy finance executive with more than 15 years in Fortune 500 companies. Currently, I'm a Group Vice President at PVH (one of the company's top 400 positions out of 28,000 employees), and serve as the Chief Financial Officer for the South West European region. I'm responsible for leading financial strategy and operational excellence throughout the entire 2,000+ organization.

I have been fortunate enough to work in the fashion, technology, and industrial sectors in the past two decades, leading big teams (30+) in high-stakes environments around the world (10+ countries). 

I've had the pleasure of working in the most iconic companies in the world: Google, Microsoft, GE, and now PVH.

I speak English, Spanish, French, and Portuguese fluently, and have a passion for developing talent. 

I love writing about business, technology, and sports.

Antonio Reza

🎯 CFO: I help companies achieve their talent acquisition goals! - Chief Financial Officer that values PEOPLE over FINANCIALS. Helping companies find THE BEST talent, and job seekers find THE BEST career

👋 I'm Albert Ramos Jr. — Fractional CFO for $500K–$30M fitness, wellness, and HALO brands that are scaling fast but flying blind on cash.

 

I work with owner-led and franchise brands that need a real finance partner — not another spreadsheet or a "fractional advisor" who's never run a P&L.

 

What I help fitness & wellness operators fix

 

Clean up messy multi-location QuickBooks Online (QBO) books and cash blind spots

Build AI-powered 13-week cash flow + KPI visibility for every studio and location

Prove unit economics by modality, campaign, and location

Turn "we think we're fine" into investor-ready and board-ready financials

 

I'm the Fractional CFO behind fitness, wellness, longevity, and franchise brands that need both finance leadership and AI-powered FP&A — cash flow forecasting, financial modeling, and dashboards that operators can actually use.

 

I also serve as Chief Operating Officer at De Ford Law Firm (The Woodlands, TX), where I lead operational and financial infrastructure for a growing legal practice.

 

I host The Owner Seat Podcast (formerly The Valisights Podcast), where founders, franchisors, and studio owners talk openly about the real P&L, debt stack, and unit economics behind the highlight reel.

 

Why operators and investors trust me with their numbers

 

16+ years of direct P&L accountability across multi-unit operations and corporate finance

COO/CFO experience spanning fitness, wellness, legal, and franchise sectors

Director of Operations & Finance, Life Time Inc. (NYSE: LTH) — 16 large-format clubs, 70K+ member visits/month

$200M+ revenue, $75M profit, and $45M EBITDA under direct financial oversight

Expertise in PE-backed brands, capital raises, QoE preparation, and investor reporting

 

Who I'm best for

 

Fitness & wellness studio owners scaling past 3+ locations

Multi-unit HALO, longevity, and IV therapy chains backed by PE or private investors

Franchisors and franchisees between $500K–$30M who need a Fractional CFO — not a bookkeeper

Founder-led brands preparing for a capital raise, LOI, or institutional investor process

 

Keywords for how people find me: Fractional CFO | FP&A | Fitness Finance | Wellness Brands | HALO Sector | Franchise Finance | AI-Powered Financial Modeling | Cash Flow Forecasting | QuickBooks Online | Multi-Unit Operator Finance | Boutique Fitness | Capital Raise | PE-Backed Brands | Unit Economics | 13-Week Cash Flow | COO | Chief Operating Officer | The Woodlands TX | Houston TX

Albert Ramos Jr.

Happy International Women's Day

I want to recognize my Queen.

The warrior woman in my life.

My wife.

She doesn't have a title on LinkedIn. 

No corner office. 

No business cards.

But every single day, she shows up fully for our family.

She raises our children with intention and love. 

She keeps our home running with grace. 

She serves at our church without applause or recognition. 

She is the steady hand that holds this family together when life gets loud.

She is our rock. 

Our foundation. 

Our anchor.

"That Christ may dwell in your hearts through faith that you, being rooted and grounded in love, may have strength to comprehend with all the saints what is the breadth and length and height and depth..."
— Ephesians 3:17-18

That's her. 

Rooted. 

Grounded. 

Immovable.

The world celebrates hustle culture and highlight reels. 

But the most important work happening in my house happens quietly in the everyday moments most people will never see.

I see it.

I honor it.

I honor her.

To every woman quietly holding her family, her home, and her community together you are seen. 

You are valued. 

You are the backbone of something eternal.

#internationalwomensday

THE CFO for Fitness & Wellness Brands | Host, The Owner Seat Podcast | Owner & CFO @ Stratego | CEO @ Valisights | COO @ De Ford Law Firm

One of my favorite things to do at night...


Remove connections on Linkedin that are not my ICP. 

If I could do ONE thing different when I started Stratego years ago, it would be to always, no matter what, focus on my ICP only

Niche and ICP

NICHE AND ICP

1. I look at each profile, review if they match my client profile and ICP

2. If they do, excellent, Ill follow and double tap the bell, maybe send a nice message

3. If they dont, I click the 3 dots (some call it the hamburger), and unfollow and remove connection

4. I dont accept every connection request, and I block bots that follow me, try to connect, and message me


So if youre seeing this, yes I workout with that cindy every morning, now with a 30lb vest, and you most likely are in my target audience. 

If not, Im blocking you in 3...2....1...

Fitness and wellness franchisors — this one is for you.

You've been pitched wellness amenities before. 

Salt rooms. 

Infrared. 

Cold plunge. 

Red light.

And most of the time the conversation ends the same way: "Sounds cool. But does it actually make money?"

That's the only question that matters. And it's exactly what this episode answers.

Michael Parrish is SVP of Client Development & Funding at Halotherapy Solutions

and he's not a wellness influencer. 

He's a U.S. Military veteran, former SWAT team member, and the operator of a high-performance training camp that prepared elite athletes and special forces candidates.

He sits across the table from franchisors, franchisees, and multi-unit studio owners every single day and answers the hardest question in amenity expansion:

What's the real ROI — and how do you actually build it?

Here's what we covered on The Owner Seat:
→ The 15 vs. 20 minute session model debate and what it does to revenue per hour across your locations → How to structure halotherapy memberships so they scale without creating booking chaos or margin bleed at the unit level 
→ What "attendant-less" actually solves for franchise operators — and what it doesn't → Funding options that work when franchisees want to expand but capital is tight 
→ The silent ROI killers after install that nobody warns franchisors about before signing a deal

🎙 Episode is live now on The Owner Seat Podcast. Link in the comments.

#hfa #hfa2026 #hfashow #hfashow2026 #theownerseat #halotherapy #fitnessfranchise #wellnessfranchise #franchisegrowth #gymowner #studioowner #franchisee #franchisor #fractionalCFO #boutiquefitnessowner

Everyone at HFA 2026 will be talking about retention tech, AI workouts, and brand collabs.

Nobody is talking about the fact that 60%+ of boutique studios can't produce a clean P&L.

I'm not there but I'll be the loudest voice in the room all week. 🧵

Daily thread incoming. 

Every single day of Health & Fitness Association 

And here's the deal:

You paid $2,000+ to be there.

I'll give you more value in 60 minutes

Here's how to get it 👇
→ Tag someone you're partying with to
at HFA in the comments
→ DM me your single biggest financial headache right now and your P&L, Balance Sheet, and Statement of Cash Flows

I'm picking 3 operators for a FREE 60-minute financial teardown. And Ill send you a personalized Loom video

This is the launch of my $199 a month option for fitness and wellness operators....

Every month, Im doing a full financial review, recorded for 60 mins on Loom

Nothing held back.

Your P&L, your unit economics, your cash flow on the table.

Here's the truth nobody is saying from the stage this week:

Boutique fitness is heading into its first real financial reckoning since COVID.

2026 is the year the undercapitalized studios get separated from the operators who actually know their numbers.

I've been saying this to clients behind closed doors.

PE is coming to your backyard and setting up shop

Time to say it publicly.

See you in the feed all next week. 👀

#HFA2026 #BoutiqueFitness #hfashow2026 #hfashow #FractionalCFO #Fitness #wellness #StudioOwner #beyondactiv

If You’re Only Monetizing Classes and Memberships, You’re Leaving Money on the Table

As a gym owner or franchisee, you’ve probably said this recently:

“We want to offer more wellness services, but we don’t have the staff, space, capital or time.”

Sound familiar?

Here’s the good news:

You don’t need to open a med spa, hire a dietitian, or lease another 1,000 sq ft to expand into wellness.

 You just need to launch a digital wellness storefront for your members, with the right systems behind it.

View newsletter: The AI-Powered Finance Guide

As a gym owner, affiliate or franchisee, you’ve probably said this recently: “We want to offer more wellness services—but we don’t have the staff, spa

Open article: If You’re Only Monetizing Classes and Memberships—You’re Leaving Money on the Table by Albert Ramos Jr. • 4 min read

If You’re Only Monetizing Classes and Memberships—You’re Leaving Money on the Table

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The Battle

Antonio Reza

Albert Ramos Jr.

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taplio

The Battle

Antonio Reza

Albert Ramos Jr.

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Albert Ramos Jr.'s LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreAlbert Ramos Jr.'s LinkedIn Performance