Director of Commercial Marketing

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're hiring a Director of Commercial Marketing to build and lead marketing for our commercial business, which spans the Freemotion, NordicTrack and iFIT brands. You’ll support several sales motions with very different buyers, from gym chains and large institutions to luxury hotels and independent studio owners. Hospitality is where we have the most to gain and the most to prove, so we're looking for someone who has marketed to hotels and resorts before. The role is fully remote, open anywhere in the US.

You'll report into marketing and be marketing's main partner to our commercial sales leaders. You'll own the Freemotion brand and set NordicTrack's commercial go-to-market within its brand standards. You’ll work with a designer embedded from our creative team and with outside agency partners, and you’ll help shape the right mix of in-house and agency support over time. Expect to build a fair amount yourself and to use AI to produce what sales needs.

The sales motions you'll support

Each of these has its own buyers, sales cycle and proof points. Part of the job is knowing which materials and programs can be shared across motions and which need to be built separately.

Motion

Buyers

How deals are won

What marketing does

Key accounts and institutions

Gym chains and franchise groups, universities, hospitals, military, corporate fitness, multifamily

Long, account-based cycles with RFPs, dealers and distributors; decided on durability, service and total cost of ownership

Target-account programs, sales tools and ROI models, dealer marketing, trade shows, case studies

Luxury hospitality and wellness

Hotel and resort owners and operators, spa directors, hotel brands, hospitality designers, high-end residential

Relationship-led and design-driven; decided on aesthetics, guest experience, brand standards and proof from peer properties

Credibility building, flagship installations, design-trade presence, experiential and showroom events, hospitality case studies

Pilates studio founders

Instructors and entrepreneurs opening one or two studios

Consumer-like research, but a high-stakes business decision shaped by community, education and trusted peers

Customer discovery, business-case content, referral and education partnerships, lead capture and nurture, launch support

Connected subscriptions

Gyms, universities, corporations and hotels buying iFIT content

An emerging B2B software motion

Positioning and sales support as the motion grows

Role commitments

Tie marketing to commercial revenue: Work with commercial sales leadership to turn their priorities into a marketing plan and budget, and show what marketing contributes to pipeline in each sales motion.

Win in luxury hospitality: Help our hospitality team win more hotel, resort and spa business by building the credibility and proof we need in a segment where we’re still establishing ourselves.

Help sales win more deals: Make sure reps and dealers have current, accurate materials for every customer conversation, and turn new requests around quickly.

Make iFIT a reason to buy: Position connected equipment and iFIT content as a differentiator against competitors, and support iFIT subscription sales into gyms, universities, corporations and hospitality.

Own Freemotion: Be the Freemotion brand owner, responsible for its positioning, standards and reputation with commercial buyers.

Earn NordicTrack credibility in commercial: NordicTrack is best known as a home fitness brand. Build its standing with commercial buyers, leading with Pilates, through proof such as premium installations, case studies and partnerships, within the standards set by the NordicTrack brand team.

Build the right support model: Get the most from our in-house and agency resources, and shape the mix over time so sales gets faster, better support.

Essential duties and responsibilities

Strategy and positioning

Define and prioritize segments across fitness facilities (big-box, franchise, university, military, corporate, multifamily), hospitality and wellness (luxury hotels, resorts, spas, residential), and Pilates studio founders.

Build segment positioning, messaging and proof points for Freemotion and NordicTrack Commercial, applying NordicTrack brand standards set by the NordicTrack brand team, and partner with the Senior Creative Director on Freemotion's visual identity and commercial creative standards.

Track competitors (e.g., Technogym, Life Fitness, Matrix, Precor; Balanced Body and Merrithew in Pilates) and buyer trends, and turn them into guidance sales can use.

Own commercial launch planning: timelines, assets, training and success metrics.

Sales enablement and partnership

Partner with sales leaders across every motion, including domestic, rest-of-world, our VP of Hospitality, and iFIT B2B, on priorities and target accounts.

Build a hospitality marketing program in partnership with our VP of Hospitality: flagship properties, case studies, design-trade presence and experiential events.

Own the sales toolkit: segment decks, brochures, spec sheets, proposal templates, ROI and total-cost-of-ownership tools, battlecards and rep onboarding materials.

Build a proof engine: case studies, testimonials, reference customers and co-marketing around new installations.

Run a customer advisory board and referral program with hotel, gym and studio customers.

Support distributors and dealers, including localized materials for European markets.

Run a simple intake and prioritization process so sales requests are delivered quickly and predictably.

Demand and pipeline

Partner with the paid media and web teams on website lead capture, conversion and lead generation across every sales motion.

Build on the studio founder discovery completed before you join: launch a pilot quickly, then scale the channels that produce qualified leads.

Give territory managers simple playbooks for following up on studio leads, and coach them on using them.

Brief any paid media to studio prospects within the paid media team's standards, and track leads, cost per lead and conversion.

Run account-based campaigns and LinkedIn programs for priority gyms and hotel groups.

Work with sales operations to make sure inbound leads are captured, routed and followed up, with clear reporting on lead sources, conversion and pipeline sourced and influenced.

Own trade show and commercial event strategy and content, partnering with the events manager on execution.

Manage our agency partners, including for social media and trade PR in fitness and hospitality media.

Team and operations

Lead and develop the team, and make the case for new roles as the business grows.

Set up AI tools and workflows for producing sales materials, copy, localized versions and account-specific content, with checks for quality, accuracy and brand.

Use AI within iFIT's policies on AI use, data privacy and intellectual property, and train the team to do the same.

Build key materials hands-on, and set the embedded designer’s commercial priorities in partnership with the Senior Creative Director.

Assess which work is best done in-house and which by agencies, recommend changes, and manage vendors for PR, freelance and production work.

Own the commercial marketing budget and report results to marketing and commercial leadership.

What success looks like

In your first 30 days

Sales has a single front door to marketing, with a known turnaround for requests.

Decision rights with the NordicTrack brand team and commercia