Expresso Fitness named Jeff Veldhuizen as chief executive officer. Veldhuizen previously served as vice president of direct to consumer for Zwift and held senior roles for more than a decade at Nike.

He will lead Expresso Fitness’ partner-driven B2B business and drive the company’s direct-to-consumer strategy.

“Jeff has an impressive track record leading teams through periods of significant growth and innovation. He is the ideal match for the Expresso Fitness culture given his strong consumer mindset, connected fitness and direct to consumer marketing expertise, and proven success scaling brands,” said Bill Stensrud, chairman of Interactive Fitness Holdings. “We’re confident Jeff will take Expresso Fitness to new levels.”

“I’m joining Expresso Fitness at an exciting time with at-home fitness on the rise. Expresso is an immersive gamified fitness platform with more than 15 years of innovation and a highly engaged community,” said Veldhuizen. “I look forward to working with this talented team to deliver significant growth through cutting-edge technology, continuous innovation, and serving the community, today and into the future.”

In his most recent leadership role at Zwift, Veldhuizen delivered triple-digit growth through its direct-to-consumer business, expanded its product offerings, created digital platforms and store experiences and expanded into global markets, including the UK and Europe, as it became immersed in the virtual cycling category.

Prior to joining Zwift in 2018, Veldhuizen spent over 10 years at Nike. Among his management roles at Nike, he was part of the founding team that scaled to a multi-billion-dollar business with over 45 percent year-over-year growth during a ten-year period. He also led the launch of the Nike+ Fuelband, Nike’s first wearable tech through direct-to-consumer channels. Veldhuizen additionally served at Best Buy in marketing and merchandising roles, launching

Photo courtesy Expresso Fitness