Nobull hired Susie Mulder, the former global brand president of Timberland, as chief operating officer, effective immediately.

Mulder reports to Brent Hastie, executive chairman and acting CEO.

“Not only does Susie have the right industry experience for Nobull, but she shares the same no ‘BS’ mentality of the brand and the team,” said Hastie in a statement. “There’s huge potential for Nobull to inspire a broader community on their journeys to become better every day. Susie’s expertise and competitive attitude will be instrumental in helping us get there.”

Mulder will lead the training footwear and apparel brand’s strategic direction and manage day-to-day operations.

Mulder led Timberland from April 2021 until her exit earlier this month. Her previous roles include CEO of Nic+Zoe, the women’s apparel brand, and partner at McKinsey & Co.

“I feel like my personal and professional life has all been in preparation for this incredible opportunity at Nobull,” said Mulder. “Nobull has already built a highly credible training brand, and I couldn’t be more excited to work with the team to accelerate the growth of the business and make the Nobull brand synonymous with people working hard every day to be better versions of themselves.”

Mulder’s hiring comes as Mike Repole, the founder of Vitaminwater and BodyArmor, acquired a majority stake in Nobull through his investment firm, Impact Capital, in mid-July. Hastie, a partner at Impact Capital and former president at BodyArmor, became acting CEO. The company was founded by two former Reebok executives, Marcus Wilson and Michael Schaeffer, in 2015.

Wilson said of Mulder’s hiring, “When Michael and I built this brand in 2015, we wanted to share our mindset with the world through training,” Wilson said in a statement. “We have already seen some amazing strides from our Impact Capital partnership and we couldn’t be more excited to welcome Susie to the team, whose passion and expertise will be instrumental in taking Nobull to new heights.”