Addaday announced the appointment of four strategic hires to help position the brand for its continued global growth. The hires include Luke Rowe as chief operations officer and Jeff Irvin as head of sales.

The announcement comes after a year of brand milestones including business growth across Target.com and all 1,800 Target stores nationwide, increased big-box retailer presence, expansion into new global markets and award-winning innovation.

Addaday’s team additions include:

  • Luke Rowe, Chief Operations Officer: With more than 30 years in the industry, most recently as General Manager and Vice President of CEP USA, Rowe specializes in brand and product strategy, customer experience and store operations. An avid runner with more than 30 marathons and ultramarathons under his belt, Rowe spent over a decade with Fleet Feet Sports and, early in his career, made a lasting impression by leading the charge on reintroducing Brooks to the serious running market. Rowe also served his country and is a U.S. Army Veteran.
  • Jessica Boyle, Chief Communications Officer: Bringing more than fifteen years of experience in integrated marketing anchored in sports and active lifestyle, Boyle’s background includes nearly a decade at The IRONMAN Group and seven years at leading global marketing agency Weber Shandwick where she executed award-winning campaigns for brands such as BUILT WITH CHOCOLATE MILK, Columbia Sportswear, Newton Running, BOA Technology and the Leadville Race Series, among others.
  • Jeff Irvin, Head of Sales: As the former Head of Sales, US, for CEP Compression, Irvin has been a leader in the sports and medical sales space for the last 22 years specializing in compression, wound care and tissue regeneration leading efforts for notable brands including Kendall Healthcare, Dentsply and medi USA. Irvin is an accomplished endurance and ultrarunning enthusiast.
  • Chris Lieto, Head of Partnerships: Competing professionally as a top World Ranked Athlete from 2002 to 2014, Lieto spent more than a decade focused on branding, sponsorship and earning endurance race titles. Toward the end of his athletic career, Lieto founded BASE Performance Nutrition, providing premiere nutritional supplements for endurance athletes. Lieto’s specialty anchors on working with companies to develop new innovative products and go-to-market strategies, as well as brand building and athlete engagement.

“The addition of these respected industry veterans underscores Addaday’s commitment to elevating the brand to its rightful place as a category leader,” said Hugh Williams, president of Addaday. “Growing our team with the industry’s best talent is part of Addaday’s investment to elevate the brand as a world leader in health and wellness resources that help people Find Their Better.”