Global Leadership in The Business Of Fitness

I’ve spent over two decades operating, investing, and advising at the highest levels of the global fitness industry. I’ve led companies, closed deals, built platforms, and shaped conversations about where this industry is headed — not from a conference stage alone, but from the CEO’s chair, the boardroom, the factory floor, and the negotiating table.

I have been a part of discussing and exploring global industry standards for fitness facilities, medical fitness operations, technologies, and professional certifications. I have been part of conversations and efforts on global policy for health and fitness and have served as a leader and advisor to global organizations like the American Council on Exercise, Europe Active, and the Health and Fitness Association. 

My work spans four continents. I’ve delivered over 100 keynote presentations in the United States, United Kingdom, Germany, Spain, the Netherlands, Portugal, Japan, China, Singapore, Thailand, and Australia. I’ve advised on transactions and investments across the Americas, Europe, and Asia-Pacific. And I’ve built and led organizations that have touched tens of thousands of fitness professionals, hundreds of facilities, and millions of end consumers worldwide.

That global perspective isn’t theoretical. It’s built on real operational experience in real markets — and it’s the foundation of everything I can offer your organization.

Where I’ve Led

CEO, Core Health & Fitness

I served as CEO of Core Health & Fitness from 2023 to 2025, leading a global manufacturer and distributor of commercial fitness equipment with over 1,700 employees, approximately $250 million in annual revenue, and complex assembly manufacturing operations based in China. The brand portfolio under my leadership included StairMaster, Nautilus, Star Trac, Schwinn, Throwdown, Jacob’s Ladder, and Wexer. During my tenure, we achieved double-digit growth in both revenues and EBITDA, launched innovative connected fitness products including the APEX console line, restructured the global supply chain, and closed a strategic financing transaction with Franklin Square Capital Partners. The Health & Fitness Association described my departure as the conclusion of a successful turnaround.

Co-Founder, Fitmarc (Les Mills Distribution)

I co-founded Fitmarc (Fitness Marketing Systems) with my business partner Robert J. Dyer and built it over nearly two decades into the largest United States distributor for Les Mills International. We managed group fitness program distribution across 12 states to more than 600 fitness facilities, certified over 30,000 fitness professionals, and licensed hundreds of facilities in Les Mills programming. We sold the business to Les Mills International in 2016.

Founder & President, Fitness Industry Technology Council (FIT-C)

I founded FIT-C to drive innovation and collaboration around technology in the global fitness sector. It’s a nonprofit representing leading companies and organizations in the industry, and under my leadership we launched the Fitness + Technology Podcast — now with over 190 episodes featuring interviews with the industry’s most influential voices at the intersection of fitness and technology. FIT-C has become a central platform for the conversation about where our industry is going and how technology will shape its future.

Board Service & Industry Leadership

I served on the board of directors of the Health & Fitness Association (formerly IHRSA) from 2017 to 2021. I’ve served as chairman of the Medical Fitness Association’s Education Committee and as a member of the American Council on Exercise’s Industry Advisory Panel. I co-founded the Women in Fitness Association (WIFA) in 2017. I maintain active investments in fourteen operating companies across Europe, Asia, and the Americas, including portfolio companies in connected fitness, performance training equipment, fitness data analytics, and international health club operations.

Recognition

I was named Best Digital Transformation Leader in the Fitness Industry for 2025 by the Evergreen Awards. IHRSA named me one of “13 to Watch” in the industry, and I’ve been recognized as a designated IHRSA Industry Expert and a Gold’s Gym Franchise Association Think Tank Expert. My commentary on fitness and technology trends has appeared in The Wall Street Journal, The New York Times, Inc. Magazine, Forbes, the Journal on Active Aging, Athletic Business, Health Club Management (UK), the National Fitness Trade Journal, and Club Solutions Magazine. I’ve contributed to eight published books, including co-authored works with EuropeActive on customer engagement and behavioral change in the fitness sector.

How to Work With Me

I work with fitness companies, technology providers, investors, and industry organizations in several capacities. Every engagement draws on the same foundation: real operational experience running fitness businesses at scale, combined with deep fluency in the technology reshaping our industry.

Strategic Advisory & M&A

Through Vedere Ventures, I provide mergers and acquisitions advisory, investment banking, divestiture strategy, and corporate financial consulting for mid-market businesses in the fitness, wellness, and technology sectors. I’ve directly overseen more than 35 strategic financial transactions valued collectively at over $1 billion. Notable engagements include representing Wexer Holdings in its strategic sale to Core Health & Fitness, advising Visual Fitness Planner in its sale to Daxko, and representing a long-time Gold’s Gym franchisee in a multi-location strategic exit. Whether you’re preparing for a sale, acquiring a business, or restructuring for growth, I bring hands-on deal experience, deep industry relationships, and a global network. I have been a trusted partner to some of the leading CEO’s in the global fitness arena.

Technology Strategy & Innovation

I advise fitness companies and technology providers on connected fitness strategy, digital transformation, product roadmap development, and the responsible integration of emerging technologies including AI, IoT, and data analytics. I’ve led technology transformation at the enterprise level — launching connected console platforms, restructuring global supply chains, and integrating digital content ecosystems into hardware portfolios. If your organization is navigating how technology fits into your business, I can help you build a strategy grounded in operational reality, not hype.

Keynote Speaking

I’ve delivered over 100 keynote presentations on four continents at events including IHRSA annual conventions, the IHRSA European Congress, FILEX in Sydney, ChinaFit/IHRSA China Management Forum, Sportec in Tokyo, Virtuagym FitNation in Amsterdam, Beyond Activ in Singapore, SC Fitness in Porto, and SIBEC in Miami, among many others. I speak on the future of fitness, technology innovation, digital transformation, AI in health and fitness, global industry trends, leadership, and the intersection of business strategy and emerging technology. I don’t deliver slide decks full of theory — I bring real-world stories from decades of actually building and leading the businesses I talk about. If you’re looking for a speaker who can energize your audience with substance and authority, let’s talk.

Digital Marketing & Growth

Through Moon Mission Media, I help fitness and wellness businesses build and execute digital marketing strategies that produce measurable results. From brand positioning and content strategy to lead generation and conversion optimization, Moon Mission Media brings the same strategic rigor I apply at the boardroom level to your digital presence. If your brand isn’t growing online the way it should be, we can fix that.

Investment & Partnership

I’m an active investor in fitness, wellness, and human performance companies globally. My portfolio spans performance training equipment, fitness data analytics, connected fitness technology, digital content platforms, and international health club operations across Europe, Asia-Pacific, and the Americas. If you’re building something meaningful in the fitness or fitness technology space and looking for a strategic partner who brings capital, operational experience, industry relationships, and a global perspective, I want to hear from you.

Why Me

There are plenty of people who can talk about the fitness industry. There are far fewer who’ve actually run a $250 million global manufacturer, built and sold a national distribution company, closed over a billion dollars in transactions, invested across three continents, founded a leading industry nonprofit, and delivered keynotes in eleven countries.

My differentiator is range. I understand the technology stack, the balance sheet, the franchise agreement, the supply chain, and the member experience. I speak the language of operators, investors, technologists, and franchise developers — because I’ve been all of them. That breadth of experience means I can see connections and risks that specialists miss, and I can move fluidly between strategy and execution in a way that creates real value for the organizations I work with.

If you’re a fitness company, a technology provider, an investor, or an event organizer looking for a partner who combines global industry authority with hands-on operational credibility, I’d welcome the conversation.

Let’s Talk

Contact me to discuss how I can help your organization navigate what’s next in fitness and fitness technology — whether that’s a strategic transaction, a keynote engagement, a technology roadmap, a growth strategy, or an investment partnership. The best outcomes start with a conversation.