European Commercial Lead - FÔLD

European Commercial Lead | FÔLD
Germany (Home-based with DACH travel) | Competitive salary plus bonus Permanent, Full Time

Love Recruitment International is the retained search partner for FÔLD — the UK’s most loved Reformer Pilates brand. We are hiring a European Commercial Lead to own FÔLD’s entry into the DACH region (Germany, Austria, Switzerland), build the commercial operation from the ground up, and grow into European Sales Director as the business expands.

This is a true country-launch role. The operational infrastructure — fulfilment, entity, regulatory groundwork — is being set up in the background. What FÔLD needs now is a senior commercial operator to own the market from day one.

The Opportunity

FÔLD is a premium Pilates Reformer brand with multiple award-winning product lines, a growing studio partner network (250+ globally), a subscription-based digital platform, and a direct-to-consumer business that now approaches c.£10M run-rate. The UK business is already well established — DACH is the next major growth region, and this hire will be the driving force behind FÔLD’s entire European expansion.

Reporting into the CCO and working closely with the UK leadership team, you will support the rollout of the House of FÔLD European studio concept while owning the entire commercial function across DACH — B2B (retail, studio and distributor) and D2C. This is a hands-on building role: you will drive sales, partnerships and brand awareness across the region, working closely with UK HQ to ensure FÔLD lands with the same impact in DACH as it has in the UK. The founders want someone who knows the DACH premium fitness and wellness market inside out, brings real market intelligence, and can guide them on what will land with German-speaking consumers and partners.

This is truly a building role — and one that will grow with you. FÔLD invests back in the business and backs its people. As DACH scales, so does your team, your scope and your opportunity. There is a clear progression path to European Sales Director as FÔLD expands into further European markets.

Key Responsibilities

Own the DACH go-to-market strategy — direct commercial plan, pricing architecture, brand awareness strategy and B2B channel mix across studio and corporate partners

Build and grow the DACH regional team as sales scale

Identify, land and grow key studio and corporate partnerships across Germany, Austria and Switzerland. Retail partnerships are managed centrally

Lead the identification and launch of a House of FÔLD location in Germany as the brand’s European base

Identify and manage distributor opportunities for secondary European markets beyond DACH

Set EU pricing strategy across D2C, retail and studio channels in partnership with the UK leadership team

Work alongside the Head of Supply Chain & Procurement to ensure EU fulfilment runs smoothly

Drive brand awareness and positioning in the DACH market, ensuring FÔLD is recognised as the premium Reformer Pilates brand in the region. Provide sharp market intelligence — competitor positioning, pricing, opportunity sizing — back to the founders and leadership team

About You

We are open to two archetypes — either could be the right fit:

A supplier or senior sales leader currently selling into the DACH premium Pilates, fitness or wellness space, with an existing black book of retail, studio and partner relationships you can transfer into FÔLD

An operator from a premium fitness, wellness or lifestyle brand who knows the DACH market deeply, has the right network, and wants their first commercial lead role building something from scratch

Regardless of background, you will bring:

5+ years commercial experience in the DACH markets

Fluent German — essential

A genuine entrepreneurial streak — comfortable building rather than managing what already exists

Experience with direct market entry and/or building a commercial team

A background in premium fitness, wellness, or lifestyle brands

Based in Germany — or willing to relocate immediately

The ambition to grow into a European Sales Director seat

The Package

Competitive salary plus bonus

Role level: Reports to the CCO; first commercial hire in the DACH region

Location: Germany, home-based with regional travel across DACH

Career path: Clear route to European Sales Director as FÔLD scales across further European markets

Bonus: Discussed on a case-by-case basis with shortlisted candidates

Apply Now

Love Recruitment International is the exclusive retained partner on this search. All applications are handled in full confidence.

To apply or learn more, contact Abhishek Lakhina at abhi@loverecruitmentgroup.com.