iFIT · 17 hours ago
Senior Strategist, Pilates & Strength GTM
Park City, UT
Full-time
Onsite
Mid, Senior Level
$110K/yr - $140K/yr
5+ years expiFIT is creating a holistic health and fitness platform that integrates various elements of health into a seamless experience. The Senior Strategist, Pilates & Strength GTM will be responsible for defining and launching the Pilates and Strength category, developing positioning, messaging, and go-to-market strategies while collaborating with various teams.
FitnessSubscription ServiceTrainingWellness
Responsibilities
Establish Pilates and Strength as a clearly defined, differentiated category within NordicTrack. Create clarity around who this category is for, what it stands for, and why NordicTrack is credible in it, such that internal teams, partners, and customers can articulate the value without translation
Translate category ambition into measurable commercial impact. Set realistic targets for awareness, consideration, and adoption, and ensure brand, creative, and channel decisions are directly tied to driving those outcomes
Deliver go-to-market launches that move quickly from strategy to results. Make timely decisions with incomplete information, get work into market, and improve outcomes through iteration rather than delayed perfection
Raise the creative bar while respecting performance economics. Ensure creative work is both brand-building and commercially effective, with clear judgment on what will and will not drive impact across brand, performance, and social channels
Operate as the accountable owner of the Pilates and Strength business within GTM Take end-to-end responsibility for progress, learning, and results across this category, stepping in wherever needed to remove friction and move the business forward
Develop a directional assessment of the Pilates home equipment market, including addressable audience size and priority segments
Recommend realistic awareness, adoption, and share ambitions for NordicTrack Pilates and Strength
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 Pilates and Strength market
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 guardrails
Inspire Creative teams by grounding ideas in insight and strategy rather than prescribing execution
Evaluate creative output decisively and consistently, clearly distinguishing good work from great work
Serve as a strategic filter on creative quality for Pilates and Strength across brand, performance, and social channels
Partner effectively with Media and Creative teams with a working understanding of performance marketing economics and ROI tradeoffs
Apply strong judgment about what will and will not work across organic and paid social platforms
Evaluate social-first creative quickly and decisively
Partner with Social and Influencer teams to develop ideas that feel native to platform and culture
Use social signals as an input into broader brand and creative decisions
Develop clear category storytelling that enables sales teams and retail partners to confidently sell Pilates and Strength
Create launch toolkits, training materials, and visual standards that make a new category easy to understand and advocate for
Ensure consistent and effective representation of the category across DTC, retail environments, and partner channels
Define success metrics across awareness, consideration, conversion, and early adoption
Partner with Analytics to interpret performance results and identify root causes rather than symptoms
Translate learnings into clear adjustments to strategy, messaging, or channel emphasis
Take select upside opportunities from concept to execution with defined objectives, resourcing, dependencies, risks, and measurement plans
Prioritize depth and impact over breadth of initiatives
Qualification
Required
Bachelor's degree in Marketing, Business, or a related field
5 to 7 years of experience in brand marketing, product marketing, or go-to-market roles for physical products
Experience launching new products or emerging categories where customer education was required
Demonstrated ability to make decisions with incomplete information and move work forward quickly
Proven creative judgment, including experience evaluating and shaping work across brand and performance contexts
Working understanding of performance marketing fundamentals, funnel economics, and ROI considerations
Experience operating within both scaled brands and fast-moving, resource-constrained environments
Strong intuition for social-first creative and cultural relevance
Exceptionally clear and concise written and verbal communication skills
Track record of tying brand and creative decisions directly to commercial outcomes
High ownership mindset and willingness to step in wherever needed to drive results
Company
iFIT
IFIT is a global subscription technology company that provides interactive personal training.
1001-5000 employees
Funding
Current Stage
Late StageTotal Funding
$580MKey Investors
L CattertonPlanet Fitness
2022-02-28Private Equity· $355M
2022-02-28Debt Financing
2021-03-17Series B· $25M
Leadership Team
Mark Watterson
CEO, iFIT Commercial
Chase Brammer
Chief Technology Officer
Recent News
bloomberglaw.com
2025-11-26
The Seattle Times
2025-10-23
Company data provided by crunchbase