iFIT’s vision is to create the world's most holistic health and fitness platform, integrating all elements of health - physical fitness, mental health, nutrition and active recovery - into a seamless interactive experience. We develop proprietary software that learns and adjusts to the habits of each person as it delivers immersive content that guides them on their own individual fitness journey.
We are currently seeking an ambitious pace-setter to join our team as a Commercial GTM Leader, NordicTrack B2B remotely in the US.
NordicTrack is building a dedicated B2B business, extending a brand known for premium consumer fitness into commercial and channel markets — hospitality, multifamily and residential amenities, corporate wellness, fitness studios and boutique operators, and commercial retail and distribution partners. The Commercial GTM Leader will own the full commercial go-to-market for NordicTrack B2B: segment strategy, value proposition, pricing and packaging, channel and partnership development, and the sales motion that converts commercial demand into revenue. This role requires building a commercial engine where no established playbook exists and translating NordicTrack's consumer strength into a credible, differentiated B2B offer. Success requires strong commercial instincts, comfort with ambiguity, and the judgment to connect strategy, channel economics, and partner relationships into a cohesive, revenue-generating go-to-market approach.
ROLE COMMITMENTS
- Establish NordicTrack B2B as a clearly defined, credible commercial business by creating clarity around which segments to serve, what NordicTrack offers commercial buyers, and why the brand is credible in these markets.
- Own the commercial P&L and translate B2B ambition into measurable revenue by setting realistic targets for pipeline, bookings, and margin, and ensuring pricing, packaging, channel, and partnership decisions are directly tied to driving profitable growth.
- Build and run the B2B go-to-market motion from strategy to closed revenue by standing up the sales process, channel structure, and partner development needed to move quickly from strategy to results.
- Develop the channel and partnership ecosystem that scales the business by identifying, prioritizing, and building the distributor, reseller, and strategic partner relationships that unlock commercial segments.
- Operate as the accountable owner of the NordicTrack B2B business, taking end-to-end responsibility for pipeline, revenue, partner health, and commercial results.
ESSENTIAL DUTIES AND RESPONSIBILITIES
- Develop a directional assessment of the Pilates B2B equipment market, including addressable audience size and priority segments.
- Recommend realistic awareness, adoption, and share ambitions for the NordicTrack Commercial business.
- Identify the primary barriers to adoption and push beyond surface explanations to uncover root causes.
- Translate category ambition into clear funnel strategy and channel roles in partnership with Media, Creative, Content, PR, and Influencer teams.
- Monitor competitive, cultural, and consumer trends and determine which are strategically relevant.
- Define how NordicTrack should be positioned within the commercial market, with an emphasis on Pilates as a new category expansion.
- Build a full-funnel communication framework that clarifies who we are speaking to, what we are saying, and when.
- Develop message strategies that connect rational proof points with emotional motivation.
- Ensure positioning and messaging are consistently reflected across DTC, retail, paid media, social, and lifecycle channels.
- Continuously refine messaging based on performance signals and customer response.
- Own go-to-market planning for Pilates and Strength launches, including timelines, channel roles, asset requirements, and success metrics.
- Write clear, concise creative briefs that define target audience, insight, single-minded message, tone, and guardrails.
- Evaluate creative output decisively and consistently, clearly distinguishing good work from great work.
- Serve as a strategic filter on creative quality for Pilates and Strength across brand, performance, and social channels.
- Partner effectively with Media and Creative teams with a working understanding of performance marketing economics and ROI tradeoffs.
- Apply strong judgment about what will and will not work across organic and paid social platforms and partner with Social and Influencer teams to develop ideas that feel native to platform and culture.
- Develop clear category storytelling that enables sales teams and retail partners to confidently sell Pilates and Strength.
- Create launch toolkits, training materials, and visual standards that make a new category easy to understand and advocate for.
- Ensure consistent and effective representation of the category across DTC, retail environments, and partner channels.
- Define success metrics across awareness, consideration, conversion, and early adoption.
- Partner with Analytics to interpret performance results and identify root causes rather than symptoms.
- Translate learnings into clear adjustments to strategy, messaging, or channel emphasis.
- Prioritize depth and impact over breadth of initiatives.
EDUCATION & EXPERIENCE
Education and Basic Qualifications
- Bachelor's degree in Marketing, Business, or a related field.
- 5–7 years of experience in brand marketing, product marketing, or go-to-market roles for physical products.
- Experience launching new products or emerging categories where customer education was required.
- Demonstrated ability to make decisions with incomplete information and move work forward quickly.
- Proven creative judgment, including experience evaluating and shaping work across brand and performance contexts.
- Working understanding of performance marketing fundamentals, funnel economics, and ROI considerations.
- Experience operating within both scaled brands and fast-moving, resource-constrained environments.
- Strong intuition for social-first creative and cultural relevance.
- Exceptionally clear and concise written and verbal communication skills.
- Track record of tying brand and creative decisions directly to commercial outcomes.
- High ownership mindset and willingness to step in wherever needed to drive results.
- Authorized to work in the United States without sponsorship.
DISCLAIMER
Compensation may vary based on the job level, your geographic work location, position incentive plan, and exemption status.
Although we currently may consider hiring in the states listed below, not all positions are available in all locations, and work in a particular state is not guaranteed. Current list of states where iFIT may consider hiring: AK, AL, AR, AZ, CA, CO, CT, FL, GA, ID, IL, IN, KS, KY, LA, MA, MD, MI, MN, MO, MS, NC, NH, NJ, NV, NY, OH, OK, OR, PA, RI, SC, SD, TN, TX, UT, VA, WA, WI, WY.
Subject to applicable state laws, your employment at iFIT is "at-will". At-will employment means that you and the company each have the right to terminate the employment relationship at any time for any cause or for no cause at all.
iFIT does not discriminate in employment opportunities or practices on the basis of race, color, religion, sex, national origin, age, ancestry, mental or physical disability, sexual orientation, gender identity, medical condition, genetic information, marital status, veteran status or any other characteristic protected by law.