Commercial GTM Leader, NordicTrack B2B

iFIT ’s vision is to create the world's most holistic health and fitness platform, integrating all elements of health - physical fitness, mental health, nutrition and active recovery - into a seamless interactive experience. We develop proprietary software that learns and adjusts to the habits of each person as it delivers immersive content that guides them on their own individual fitness journey.

We are currently seeking an ambitious pace-setter to join our team as a Commercial GTM Leader, NordicTrack B2B remotely in the US.

NordicTrack is building a dedicated B2B business, extending a brand known for premium consumer fitness into commercial and channel markets — hospitality, multifamily and residential amenities, corporate wellness, fitness studios and boutique operators, and commercial retail and distribution partners. The Commercial GTM Leader will own the full commercial go-to-market for NordicTrack B2B: segment strategy, value proposition, pricing and packaging, channel and partnership development, and the sales motion that converts commercial demand into revenue. This role requires building a commercial engine where no established playbook exists and translating NordicTrack's consumer strength into a credible, differentiated B2B offer. Success requires strong commercial instincts, comfort with ambiguity, and the judgment to connect strategy, channel economics, and partner relationships into a cohesive, revenue-generating go-to-market approach.
ROLE COMMITMENTS

- Establish NordicTrack B2B as a clearly defined, credible commercial business by creating clarity around which segments to serve, what NordicTrack offers commercial buyers, and why the brand is credible in these markets.

- Own the commercial P&L and translate B2B ambition into measurable revenue by setting realistic targets for pipeline, bookings, and margin, and ensuring pricing, packaging, channel, and partnership decisions are directly tied to driving profitable growth.

- Build and run the B2B go-to-market motion from strategy to closed revenue by standing up the sales process, channel structure, and partner development needed to move quickly from strategy to results.

- Develop the channel and partnership ecosystem that scales the business by identifying, prioritizing, and building the distributor, reseller, and strategic partner relationships that unlock commercial segments.

- Operate as the accountable owner of the NordicTrack B2B business, taking end-to-end responsibility for pipeline, revenue, partner health, and commercial results.

ESSENTIAL DUTIES AND RESPONSIBILITIES

- Develop a directional assessment of the Pilates B2B equipment market, including addressable audience size and priority segments.

- Recommend realistic awareness, adoption, and share ambitions for the NordicTrack Commercial business.

- Identify the primary barriers to adoption and push beyond surface explanations to uncover root causes.

- Translate category ambition into clear funnel strategy and channel roles in partnership with Media, Creative, Content, PR, and Influencer teams.

- Monitor competitive, cultural, and consumer trends and determine which are strategically relevant.

- Define how NordicTrack should be positioned within the commercial market, with an emphasis on Pilates as a new category expansion.

- Build a full-funnel communication framework that clarifies who we are speaking to, what we are saying, and when.

- Develop message strategies that connect rational proof points with emotional motivation.

- Ensure positioning and messaging are consistently reflected across DTC, retail, paid media, social, and lifecycle channels.

- Continuously refine messaging based on performance signals and customer response.

- Own go-to-market planning for Pilates and Strength launches, including timelines, channel roles, asset requirements, and success metrics.

- Write clear, concise creative briefs that define target audience, insight, single-minded message, tone, and gua