A Global Fitness
& Sport Lifestyle

FitLab teams with iconic athletes & sport brands to build the future of fitness. These concepts come to life through digital & boutique fitness studio experiences & merchandise.


Iconic Athletes & Sport Brands

Curated Products



Mobile apps for in-home training, eCommerce & studio experience.


Franchised and licensed studios for group fitness & specialty retail for branded merchandise.


Retreats, workshops & races.

Experience Economy Consumers

  • Authenticity

    Organically aligned to the best professional athletes

  • Experiential

    Challenges, retreats and unforgettable encounters

  • Personalization

    Adaptive plans that evolve for your specific fitness level

  • Connection

    24/7 connection via digital tools

  • Community

    Small group training reinforcing community spirit


  • Brian Kirkbride


    Brian has spent nearly two decades building & scaling companies in sport, fitness & wellness. At Nike, Brian oversaw business development and partnerships, and was founder & GM of the Nike+ Fuel Lab and the Nike+ Accelerator. Brian was also COO of Kalologie, a retail wellness company, and previously at Highland Capital Partners & Thomas Weisel Partners. Vanderbilt undergrad & MBA from Harvard Business School.

  • Mike Melby


    Co-founder of Mayweather Boxing + Fitness. Board member of Freeletics. Previously invested in & operated fitness companies at New Evolution Ventures (NeV), leading business development & international expansion for UFC Gym. Former tech founder, private equity investor, and investment banker. Competitive martial artist (Brazilian Jiu-Jitsu, Boxing, Karate) and Surf/Snow/Skate enthusiast. Berkeley undergrad & Wharton MBA.

  • Greg Sharp

    Chief Technology Officer

    As former VP Nike+ and Brand Technology at Nike, Greg led the brand and app technology division responsible for flagship digital experiences across apps, wearables and web, including Nike Run Club, Nike Training Club, and the Nike app. Greg has also held roles as VP, IoT Engineering for Comcast and Head of Software Development at AKQA.

  • Jeff Campbell

    Chief Marketing Officer

    Jeff was President of Omax Health, a leading supplement provider; CEO of Geographic Farming, a real estate media company; and President of UFC Fit, a core part of the UFC’s fitness offering. Undergrad at UC Berkeley & MBA from UCLA, Anderson.

  • Sammi Needham

    Chief Creative Officer

    Previously VP, ECD at R/GA, creating award-winning digital marketing and innovation work for 9 years with Samsung, YouTube, as well as leading the Nike account across digital innovation, products and services, and brand marketing.

  • PJ Nestler

    Senior Director of Performance

    A human performance specialist with over 13 years of experience preparing top athletes from the UFC, NFL, and NHL for competition. Coach PJ is devoted to education, sharing his knowledge and experience with the purpose of elevating the fitness profession.

  • Product & Technology

    • Patricia Choi

      VP Engineering

    • Isa Kellett

      Product Director

  • Performance

    • Ross Middlekauff

      Assistant Performance Director

  • Creative

    • Isaiah Bowling

      Creative Director

  • Marketing

    • Jason Morano

      SVP Performance Marketing

    • Quentin Wilson

      Sr. Director, Marketing

    • Zach Zimmerman

      Sr. Director, Brand Strategy

    • John Ohail

      Social Media Manager

  • Operations

    • Dominick Rizzo

    • Michael Rutledge

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