Asensei Inc., which specializes in digital sports coaching and smart apparel, announced the addition of Tara Moeller to the board of directors.

A former collegiate athlete and longtime leader in the outdoor and fitness industry, Tara will support Asensei leadership as its expands the category with the introduction of a smart apparel technology capable of sensing posture and technique.

“Last year, we introduced our first Connected Coaching product to market in the fast-growing sports of rowing and indoor rowing,” said Steven Webster, CEO of Asensei. “This year, we are working with aspiring category leaders to bring Connected Coaching to further sports and fitness activities. Our Kinetic Capture™ technology, integrated into sports apparel, allows Connected Fitness to move beyond tracking to teaching, to move past cheering and counting to coaching.”

“I’ve been fascinated by the way fitness and technology has taken the sports that I love on a bike, on a trail and on an indoor rowing machine and made them more interactive and fit better into my life,” said Moeller.

Moeller has spent the majority of her career in the outdoor industry working with consumer brands. Most recently, she was the head of business at CamelBak Products where she led the launch of its first e-commerce department.

From 2006 to 2011 she led the Specialized marketing team, launching the first advocacy program that infused over $8m into local bicycling markets, while business doubled from $250 million to $500 million. She has held roles at legacy brands including Old Navy and Coca-Cola and start-up brands including Vufine, Faraday, Houzz and Strava.