An experienced product specialist with more than 18 years in the health and fitness industry, specializing in a variety of nutritional and dietary products. Expertise in co-development and implementing innovative sports nutrition and weight loss products to diverse consumer markets, FDA issues with corporate materials/packaging, successful contract negotiations, proven history of dramatically increasing revenues and profits, manage development process to ensure forward movement to deliver on-time positive results, cost savings, marketing, writing for varied audiences and promotions.
Created and developed an advanced dietary supplement line for elite athletes with annual revenues growing to $2 million within the first two years.Coordinated, researched and managed innovative product development and launched more than 125 nutritional products, including supplements, powders, drinks, bars, high protein cookies & jerky.First to market fitness protein cookie within 24 Hour Fitness Health Club and other specialty stores with more than $5mm in revenue within the first of launching product line.Worked with creative teams on concept, design and promotion of products for cross-merchandising of the American Gladiators television series.Successfully championed the very first Apex product in the mass retail market with GNC - General Nutrition Centers.
Vendor, Contract and Project Management
Negotiated vendor contracts that resulted in more than $20 million in cost savings.Acquired and managed more than 45 product vendors.Oversee internal and external communication functions of a 60 based employee group through formal and informal processes for strategic product launch timelines and marketing efforts.Negotiated over $10 million in cumulative cost savings.Planned and coordinated special sponsorships with clients that involved testimonials and bridging the gap with fitness and health, thereby retaining and renewing customer contracts that had otherwise been cancelled.Developed and executed concepts for a wide array of projects, including food packaging, conforming to FDA & CFR standards.
Fitness and Nutrition Programs & Training
Developed and implemented health and fitness programs for individual clients, including celebrities in the music and entertainment industry.Designed and implemented fitness and nutrition program that increased product sales by 400% and profitability by $200K in 12 months.
Performance / Communication
Starring role in an international hit television series for more than seven years.Professional football player.Wrote, developed and conducted numerous nationwide lectures promoting products & services to varied audiences.Spokesperson, writer and actor for national food and clothing brands, including Met-Rx, E’ola (MLM) and Bad Boy clothing.Increased sales by 60% in five national territories within 90 days via personal lecture tours/series.Nutrition and fitness writer for international publications.
Vice President Product Development / dotFIT, LLC. Westlake Village, CA 2008-current
VP, Product Development
Create and develop an advanced dietary supplement line for a new Fitness/Nutrition Company.
Work with creative team on concept, design, labels and promotion of products. Secured foreign licensing agreement with China distributor launching a 10 year contract with Jackie Chan as a line of health products for the masses. Worked with Health Canada & regulatory specialists to launch numerous products to the Steve Nash clubs. Negotiate vendor contracts and manage relationships. Overseen development process to ensure forward movement to deliver on-time positive results, cost savings, marketing, writing for varied audiences and promotions.
Director Product Development / Apex Fitness Group – 24 Hour Fitness, Westlake Village, CA 2003-2008
Brand Manager & Director of Athlete Sponsorships /Apex 2003-2000
$25 million developer and distributor of innovative nutritional programs & products sold exclusively in health clubs (Apex is a wholly owned subsidiary and private label of 24 Hour Fitness, second largest fitness center chain in US.)
Coordinated, developed and launched more than 125 nutritional/dietary products in wide range of categories: dietary supplements, powders, sports drinks, bars, cookies, and healthy snacks. Developed, championed, and launched the Apex Fix Protein Cookie, an industry-first product that generated over $5 million in revenues (and a range of me-too competitors) in its first year. Negotiated and spearheaded over $20 million in cumulative cost savings. Contribute to all product strategy and market trend analysis, product design, including competitive intelligence, lead vendor negotiations: including pricing and contract development, and ongoing vendor management, including quality control and FDA guidelines on all packaging. Personal lecture series increased product sales by 60 percent in five national territories within 90 days. Select and oversee athletes for products endorsements and sponsorships; develop team-sponsored events. Coordinated and appeared in nationally distributed promotional video presentation.
Health & Fitness Education Expert / Lazer Productions, Inc., Oak Park, CA 1987-2000
Responsible for developing and implementing health and fitness programs for individual clients, based on nutrition, wellness and preventative medical techniques. Served as contributing writer for international publications including: National Strength & Conditioning Association and E’ola International. Media spokesperson, writer and actor for companies such as Met-Rx Engineered Foods and Bad Boy Clothing.
Sales Manager / Kelly Kinetics, Great Falls, MT 1997-1999
Responsible for direct sales of medical supply products in the greater Northwest region. Trained and supervised direct sales personnel. Coordinated new product introductions; developed marketing materials. Qualified and established authorized distributors.
Spokesperson, Endorser, Marketer & Writer / E’ola International, St. George, UT 1996-1999
Designed and implemented national fitness and nutrition programs, increasing product sales by 400% and profitability by nearly $200K within 12 months. Served as national lecturer to support data and statistics, based sale of nutritional products. Educated distributors on importance of dietary supplementation for nutrition and exercise-related goals, which lead to over $2 million in additional revenue. Developed and maintained relationships with distributors and buyers
“Laser” (Personality, Performer & Promoter) / American Gladiators, Los Angeles, CA 1989-1997
Starred in international hit television series for more than seven years. Participated in conception, design, and promotion of product tie-ins, including: supplements, toys, food products, videos, magazines and apparel. Instrumental in sales of $2+ million. Conducted national tours: including special appearances at malls, fairs, theme parks, tradeshows and schools. Participated in D.A.R.E. anti-drug education in over 65 school districts throughout the United States. Formed Laser & Tower fan club newsletter on Fitness & Health.
Professional Football Player / NFL & Canadian Football Leagues, US & Canada 1984-1987
Los Angeles Rams (1987), Toronto Argonauts (1985), Kansas City Chiefs (1984)
Bachelor of Science, Physical Education & Health K-12 (minor: Nutrition) 1980-1986
Montana State University, Bozeman, Montana
Avid mountain biker, working out, running, camping, reading, writing children’s books and poems.