Echelon Fitness, an upstart offering a number of on-demand cycling, treadmill and rowing devices and on-demand workouts, has made a number of marketing and sales executive appointments.

Among the hires:

  • Dave Reiseman was named chief marketing officer. His background as former CMO of Gold’s Gym, with a total of 17 years in the company. His responsibility is across DTC, B2B and retail.
  • Kevin Custer was named chief content officer. Custer leads the team responsible for all of Echelon’s premium content, including Connect, Row, FitPass and Reflect. Custer was executive director of production at Peloton and the former executive director and general manager for Flywheel’s streaming at-home business.
  • Tyler Roberts was appointed director of member marketing. Roberts is responsible for driving all areas of Echelon’s member engagement and lifecycle marketing efforts. This includes establishing benchmarks, gathering member insights and implementing the tools, processes, programs & reporting needed to enhance the end-to-end member journey. Roberts brings over fifteen years of strategic and operational lifecycle marketing experience in subscriptions and membership-based business models.
  • Ryan Simat was appointed senior vice president of sales. He oversees sales teams across mass retail, specialty fitness and commercial market segments. He also works closely with the leadership team on new product development and overall operations. Simat brings more than 16 years of experience from Octane Fitness driving growth from start-ups through large-scale entities such as health clubs. Prior to that, he was with LifeFitness.
  • Mike McLaughlin becomes senior vice president of marketing. His responsibilities include all DTC sales efforts with a focus on website development and promotions, on and offline advertising and key retailers. With more than 15 years in DTC marketing, McLaughlin comes from Allstar Products Group where he was the DTC lead for household and fitness products.
  • Sarah Smith was named director of social. Smith is responsible for creating the narrative across all of Echelon’s social channels and nurturing Echelon’s community and customer engagement. Smith is a seasoned social media & content marketer with experience in strategically creating and developing social media, influencer and content marketing programs.

“We understand that fitness is more than just a few minutes out of your day – it is truly an emotional and connective journey,” said Lou Lentine, president of Echelon Fitness. “As our business has added product innovations, so too has the demands of our unique content. The blend of these two helps our customers meet their wellness goals. It is, for this reason, we felt it was critical to bring additional expertise to the leadership team.”

Photo courtesy Echelon Fitness