CrossFit Inc
Chief Operating Officer (COO) | 09/2013 - Current
Executive Snapshot: Recruited by Founder/CEO into role managing daily operations and strategic planning for global franchise generating $200 million in annual revenues with 15,000+ affiliate gyms worldwide. Manage growth strategies, legal, sales, marketing, finance, legal, talent management / acquisition, compliance, global governance, e-Commerce, sponsorships, licensing, and branding. Set up sub corporations in U.K., Netherlands, Spain, Germany, France, Brazil, China, United Kingdom, Australia, and Canada.
* Engineered complete company turnaround from near-insolvency to +20% EBITDA within 2.5 years; regained profitability within 1 year by adding financial discipline, strategically restructuring business, and adding fiscal controls.
* Reversed financial bleed to deliver $24 million in incremental profit; accelerated revenue development through international franchise growth (via recalibration of sales / marketing) while cutting operational expenses.
* Improved company financial accuracy 100% after hiring first-ever finance team including CFO; added international enterprise financial accounting system to produce pinpoint, real-time financial reports for informed decision making.
* Established first-ever formalized HR, payroll, and benefit infrastructure to better attract, maintain, and develop talent which enabled company to be able to scale; rolled-out HRIS to provide better insights on performance metrics / KPIs.
* Achieved 3x growth overseas by creating first-ever global strategic marketing plan focused on millennial engagement through authentic content that included localized messaging using culture and language.
* Surged social media engagement levels to achieve 15+ million followers on Facebook, Instagram, and Twitter after launching new digital marketing team aimed at building brand engagement.
* Added technology backbone to enable company to rapidly scale globally through support which included new internal and extern web platforms, mobile apps, and customer funnels in 7 different languages as part of international strategy.
* Stimulated growth to skyrocket franchisees from 600 to 15,000 in 5 years; provided social media and digital marketing tools that helped build brand engagement and generate market demand.
