Flywheel Sports added two key executives to its leadership team. Bill Stauffer, formerly of EHE International, takes the reigns as chief operating officer (COO). Michael Cohen joins the team from Birchbox as chief financial officer (CFO).

Stauffer will oversee all aspects of operations for the Flywheel brand. Cohen will oversee financial planning, accounting, logistics and business insights.

A 15-year veteran in the health and wellness industry, Stauffer joins Flywheel after working at EHE International, one of the nation’s largest concierge medicine practices, where he served as Chief Operating Officer. Prior to EHE, Stauffer held senior operating roles at high-growth brands such as SoulCycle, Juice Generation and Equinox. At Equinox, Stauffer helped spearhead the expansion of the brand both nationally and internationally.

“I believe in the power of Flywheel as an authentic, high-performance fitness brand,” said Bill Stauffer. “I am thrilled to be part of this incredible team to help bring expertise to our customers, both in studio and at home.”

“Bill brings a deep understanding of the fitness space,” said Flywheel CEO Sarah Robb O’Hagan. “As we look to a future of delivering our product to a discerning, performance-focused athlete, Bill will be integral in bringing the best, most badass experience to our riders.”

Cohen brings nearly 20 years of financial and operations experience to his new post, having held positions in the digital, sports and financial services industries. Most recently Cohen served as CFO of leading beauty and grooming retailer Birchbox, helping guide the company through rapid growth. Prior to his appointment at Birchbox, Cohen led the team of Associated Content. As CFO of Associated Content, Cohen navigated the company from its early stages through its sale to Yahoo!. Cohen has also held senior management positions with ESPN and Deutsche Bank Securities Inc.

“I couldn’t be more excited to join the Flywheel organization,” said Cohen. “There is tremendous growth opportunity in the boutique fitness market, and Flywheel is perfectly positioned to continue to lead with its incredible team and passionate user base.”

“As we continue to forge a path of exciting transformation for Flywheel, I am incredibly excited to welcome Mike,” said O’Hagan. “With Mike at the finance helm, I am confident we will be well positioned to take our business to the next level. Both Mike and Bill bring a tremendous wealth of knowledge and I am thrilled to have them on board.”

Both Cohen and Stauffer are based out of the company’s headquarters in the Flatiron District of New York.