Expresso Fitness Appoints Jeff Veldhuizen Chief Executive Officer

SOURCE: Expresso Fitness

Former Zwift and Nike executive selected to lead gamified fitness brand and its  premier Expresso Fitness cycle platform into consumer market

SANTA CLARA, Calif. -- Expresso Fitness, the leader in gaming technology for  the commercial fitness market, today named Jeff Veldhuizen as chief executive officer. Veldhuizen, who served as vice president of direct to consumer for Zwift, the connected fitness  leader in virtual cycling, and held senior roles for more than a decade at Nike, will lead Expresso  Fitness’ successful partner-driven B2B business, as well as drive the company’s emerging direct-to-consumer strategy.  

“Jeff has an impressive track record leading teams through periods of significant growth and  innovation. He is the ideal match for the Expresso Fitness culture given his strong consumer  mindset, connected fitness and direct to consumer marketing expertise, and proven success  scaling brands,” said Bill Stensrud, chairman of Interactive Fitness Holdings. “We’re confident  

Jeff will take Expresso Fitness to new levels.” 

“I’m joining Expresso Fitness at an exciting time with at-home fitness on the rise. Expresso is an  immersive gamified fitness platform with more than 15 years of innovation and a highly engaged  community,” said Veldhuizen. “I look forward to working with this talented team to deliver  significant growth through cutting-edge technology, continuous innovation, and serving the  community, today and into the future.” 

In his most recent leadership role at Zwift, Veldhuizen delivered triple-digit growth through its  direct-to-consumer business, expanded its product offerings, created new digital platforms and  store experiences, and expanded in global markets, including the UK and Europe, as it became  a recognized global market leader in virtual cycling. 

Prior to joining Zwift in 2018, Veldhuizen spent over 10 years at Nike where he helped pivot the  brand into a world class direct-to-consumer retailer. Among his management roles at Nike, he  was part of the founding team that scaled to a multi-billion-dollar business with over  45% year-over-year growth during a ten-year period. He also led the launch of the Nike+  Fuelband, Nike’s first wearable tech through direct-to-consumer channels. Veldhuizen additionally served at Best Buy in marketing and merchandising roles, launching 

An avid cyclist, snowboarder, and mountain biker, Veldhuizen, 44, was born in Canada and  earned a joint MBA from Cornell and Queen’s Universities, and a Bachelor of Commerce  degree from the University of British Columbia. 

About Expresso Fitness 

Expresso is on a mission to make fitness fun for the world by building innovative, social, and  immersive community-driven workouts designed to inspire and motivate people to move. The  company delivers personalized workouts with leaderboards, KPIs, and a community that  challenges individuals to do their best. Members ride in virtual worlds, push themselves with  heart rate training, and HIIT workouts inspired by gaming that combine skill and athletic ability.  With over 15 years of innovation, Expresso is the gaming technology leader for the commercial  fitness market, inspiring members to lead healthier lives. To learn more visit

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