Approach

Zwift was a nascent brand in an emerging category of gamified fitness”. The founding team discovered early product-market fit. However, there was a considerable amount of friction in the experience. I was hired to remove the friction and streamline acquisition by building a commerce experience that combines everything you need to Zwift.

As the VP of Ecommerce and Marketplace, I was responsible for removing friction in the consumer journey.

1. Measured consumer engagement online to understand where the drop-off occurred. They didn't know what they needed to join Zwift.

2. Set a vision and strategy that combined everything you need into Zwift.

3. Launch and scale ecommerce into as many countries as possible.

4. Created a growth hacking team comprised of product, marketing, engineering, merchandising, and data science to uncover key friction points in the consumer experience.

• Launched the NA commerce business in 4 months providing an additional go-to-market entry and revenue stream.

• Then expanded over the next 8 months to EU, grew to a 22-person team (10 directs, 12 cross-functional) in 35 countries, 4 languages and 3 distribution centers.

• Accelerated Zwift from $25M to $100M and recently valued at $2.5Bn after the $450M series C.

• Expanded the B2B marketplace from 350 to over 1,200 independent bike dealers globally, +240% growth.

• Piloted successful bricks and mortar retail location at the World Cycling Championships, doubling traffic and revenue forecasts.

• Achieved 281% YOY revenue growth and doubled subscriber growth from 250K to over 500K in 2 years while optimizing for LTV:CAC.

Tapping into your community of loyal fans to help co-create your future is critical. Early Zwifters didn't mind putting up with the existing friction if they could be a part of it's growth story.

The time to set the foundation for future scalable growth is today.