Strava, the fitness tracking site that raised $18.5 million in private equity last fall, has named Erik Joule as chief marketing and commerce officer.

Joule, who will report to Co-founder and CEO Mark Gainey, will leverage his brand marketing expertise to lead the expansion of Strava’s business worldwide.

“We could not be more excited to have Erik join our team,” said Mark Gainey, co-founder and CEO of Strava. “He has a proven track record creating innovative programs that differentiate brands while building awareness and a sense of authentic community. Erik truly understands what it means to be a member of Strava and is insanely passionate about what we’re trying to achieve as a community of athletes.”

In his new role, Joule will oversee the marketing, design and commerce teams at Strava, which is used by millions of athletes go track and share fitness. Before joining Strava, Erik was president and chief merchandising officer at Alternative Apparel. Prior to that, he spent 20 years in the apparel industry working for global brands such as Levis Strauss & Co., Disney, Guess, Quiksilver and Gap Inc.

“I am absolutely thrilled to be contributing to the growth of Strava and to link our community of athletes through connection, motivation and entertainment,” said Erik Joule. “Strava is rapidly becoming a global digital sports brand that not only changes the way athletes think about sport but the way they behave.”

A passionate cyclist, Erik is a native of France, fluent in French, Spanish and English, and brings a strong international background to Strava as the brand continues its expansion around the world. He will be based at Strava’s San Francisco headquarters.

Strava is the online network that connects the global community of athletes. Founded in 2009, millions of athletes have joined Strava for the competition and camaraderie found in tracking and sharing their fitness activities. The company’s free mobile apps and website help members discover and plan workouts, record and share activities, and analyze and compare performance. Strava’s ability to connect athletes around the world makes fitness a more social experience, providing extra motivation even when training alone.