At a Glance
- Tasks: Join as CFO to drive financial strategy and operations for a growing wellness brand.
- Company: FÔLD, a challenger brand in the fitness and wellbeing space.
- Benefits: Competitive salary, hybrid work, and a clear path to CEO.
- Other info: Hands-on role with significant growth opportunities and a vibrant company culture.
- Why this job: Be part of a dynamic team shaping the future of wellness with innovative products.
- Qualifications: Experience in scaling D2C brands or a strong finance leader ready for their first CFO role.
The predicted salary is between 110000 - 130000 € per year.
Notting Hill, London (Hybrid — 2 days in office) | £110,000 – £130,000 | Permanent, Full Time
We are hiring a Chief Financial Officer to become the fourth seat at the leadership table and partner directly with the three co-founders as they scale the business into its next phase. This is a rare opportunity to join a challenger brand that’s shaking up the wellness space. FÔLD has been built from the ground up — bootstrapped, no shortcuts — and is now at a genuine inflection point. FÔLD closed the last completed financial year at c.£6M+ annualised revenue, growing toward £10M, with growth split 65% D2C and 35% B2B across more than 250 studio partners. The business is preparing for its next phase of growth — new hardware launches, a subscription-based digital platform, European market entry via DACH and the build-out of the House of FÔLD experiential studio concept.
This is a hands‑on, commercially minded CFO role — not a reporting job. The founders need a financial rock who understands the business deeply, rolls their sleeves up, and helps them translate vision into models. This is an operations‑leaning CFO role — someone who holds suppliers to their SLAs, forecasts orders and sales with precision, and procures the best deals without compromising service or quality.
The Opportunity
FÔLD is a premium Pilates Reformer brand with multiple product lines, award‑winning design, celebrity endorsements (Joe Wicks, Katie Piper, Helen Skelton and Dianne Buswell among them) and a growing community of 12,000+ founding members. With the three co‑founders (CCO, CBO, CMO) leading brand, commercial and marketing, the CFO will complete the leadership team and take ownership of everything finance, operations, supply chain, procurement and legal touches. This is an operations‑leaning role — you will hold suppliers to their SLAs, forecast with precision, and drive growth through the numbers, while helping the founders build the models that bring their vision to life. You will manage external accountants and financial systems. The role reports directly to the founders and sits alongside them as a genuine strategic partner. You will decide what stays outsourced (bookkeeping and payroll currently sit with an external firm) and what comes in‑house. Importantly, this is not a role for someone who wants to build a large finance team — this is about being close to the business, close to the founders and close to the numbers. Longer term, the successful hire has a genuine path to CEO as the business scales.
Key Responsibilities
- Partner with the founders to translate ambition into financial models — growth scenarios, margin strategies, product‑line P&Ls and investment cases
- Build and own the three‑year financial model and scaling roadmap across multiple product lines and international markets
- Lead fundraising preparation — investor materials, due diligence readiness, financial storytelling and process management
- Shape and build the supply chain and operations structure for scale — retail logistics, warehousing, last‑mile delivery and negotiation with key international suppliers
- Own procurement strategy across multiple product lines and suppliers (with significant Asia‑based sourcing)
- Manage FX and treasury strategy, including significant monthly USD exposure
- Oversee legal and tax — commercial contracts, IP, brand protection (via external firms)
- Take full accountability for the finance function — deciding what is outsourced vs in‑house, and owning the day‑to‑day numbers alongside the strategy
- Act as the founders’ sounding board on any major commercial decision — “can you model this for us?”
About You
We are open to two kinds of CFO — and either could be the right fit:
- A CFO who has already scaled a D2C or product brand from £2–5M to £10M+, with a complete picture of what it takes to grow a founder‑led business through that stage
- A senior finance leader ready to step up into their first full CFO seat — someone hungry, operations‑leaning and commercially‑minded, with the depth to be the founders’ long‑term financial partner
Regardless of background, you will bring:
- Investment and fundraising knowledge preferable but not essential. What is essential is being a hands‑on builder of models and growth
- A track record in consumer product, D2C or premium lifestyle / fitness brands
- Supply chain and retail logistics experience — ideally importing from Asia. Comfortable holding suppliers to SLAs and procuring best deals on service, quality and cost
- Hands‑on capability with Xero or equivalent, alongside genuine strategic oversight
- Comfort with revenue‑based lending (Shopify Capital, Wayflyer) alongside traditional debt and equity
- A real love of small‑business life — someone who wants to build and create, not sit above a big team
- The commercial appetite and leadership presence to step into the CEO seat in time
The Package
Role level: Leadership team — reports directly to the founders
Location: Notting Hill, London — hybrid (two days in office, flexible remainder)
Opportunity: Clear pathway to CEO as the business scales
Equity / bonus: Discussed on a case‑by‑case basis with shortlisted candidates
Chief Financial Officer - Fitness and Wellbeing brand employer: Love Recruitment Ltd
FÔLD is an exceptional employer, offering a unique opportunity to join a dynamic leadership team in the thriving wellness sector. With a strong focus on employee growth and a clear pathway to CEO, the company fosters a collaborative and innovative work culture that values hands-on involvement and strategic thinking. Located in vibrant Notting Hill, London, FÔLD provides a hybrid working model that promotes work-life balance while being part of a rapidly scaling brand with exciting future prospects.
StudySmarter Expert Advice🤫
We think this is how you could land Chief Financial Officer - Fitness and Wellbeing brand
✨Tip Number 1
Network like a pro! Get out there and connect with people in the fitness and wellbeing industry. Attend events, join relevant groups on LinkedIn, and don’t be shy about reaching out to potential contacts. You never know who might have the inside scoop on job openings!
✨Tip Number 2
Prepare for those interviews! Research FÔLD thoroughly—know their products, values, and recent news. Think about how your experience aligns with their goals, especially around scaling and operations. Practice articulating your vision for the CFO role and how you can contribute to their growth.
✨Tip Number 3
Showcase your hands-on approach! In interviews, highlight specific examples where you've rolled up your sleeves to solve problems or drive growth. FÔLD is looking for someone who can get into the nitty-gritty, so make sure they see that side of you.
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets seen by the right people. Plus, it shows you’re genuinely interested in being part of the FÔLD team. Let’s get you that CFO role!
We think you need these skills to ace Chief Financial Officer - Fitness and Wellbeing brand
Some tips for your application 🫡
Be Authentic:When you're writing your application, let your personality shine through! We want to see the real you, so don’t be afraid to share your passion for finance and wellness. Show us why you’re excited about this role and how you can contribute to our mission.
Tailor Your Application:Make sure to customise your CV and cover letter for this specific role. Highlight your experience in scaling businesses and working closely with founders. We love seeing how your background aligns with our vision at FÔLD, so make those connections clear!
Showcase Your Hands-On Experience:This isn’t just a desk job; we need someone who’s ready to roll up their sleeves! Share examples of how you've been involved in financial modelling, operations, or procurement. We want to know how you’ve made an impact in previous roles.
Apply Through Our Website:We encourage you to apply directly through our website. It’s the best way for us to receive your application and ensures it gets into the right hands. Plus, it shows us you’re keen on joining our team at FÔLD!
How to prepare for a job interview at Love Recruitment Ltd
✨Know the Numbers
As a CFO, you'll need to demonstrate your financial acumen. Brush up on FÔLD's recent financial performance and be ready to discuss how you would approach scaling from £6M to £10M. Show them you can translate their vision into solid financial models.
✨Understand the Business Model
Familiarise yourself with FÔLD's D2C and B2B strategies. Be prepared to discuss how you would optimise their supply chain and procurement processes. Highlight your experience in similar roles and how it can benefit their operations.
✨Be Hands-On
This role is all about being involved in the nitty-gritty. Share examples of how you've rolled up your sleeves in previous positions. They want someone who can manage day-to-day numbers while also thinking strategically, so show them you can do both.
✨Show Your Passion for Wellness
FÔLD is a challenger brand in the wellness space, so express your enthusiasm for fitness and wellbeing. Discuss any personal connections you have to the industry or how you see finance playing a role in promoting a healthier lifestyle.
