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- Tasks: Lead financial strategy and operations for a growing premium Pilates brand.
- Company: FÔLD, a dynamic Pilates Reformer brand in Notting Hill.
- Benefits: Competitive salary, hybrid work, and potential equity opportunities.
- Other info: Clear pathway to CEO role as the company expands.
- Why this job: Join a passionate team and shape the future of a thriving fitness brand.
- Qualifications: Experience in scaling D2C brands or a senior finance leader ready to step up.
The predicted salary is between 110000 - 130000 £ per year.
FÔLD is a premium Pilates Reformer brand built from the ground up, with annualised revenue of around £6M and a growing community of over 12,000 founding members. The company intends to scale with new hardware launches, a subscription‑based digital platform, European market entry via DACH, and expansion of the House of FÔLD experiential studio concept.
The CFO will be the fourth seat at the leadership table, partnering with the three co‑founders to translate ambition into financial models and operational strategy. The role is hands‑on, commercially minded, and focuses on finance, operations, supply chain, procurement, and legal oversight. It can lead to a future CEO position as the business grows.
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?”
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.
Base salary: £110,000 – £130,000 all‑in. 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 | FÔLD employer: Love Recruitment
Contact Detail:
Love Recruitment Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Chief Financial Officer | FÔLD
✨Tip Number 1
Network like a pro! Get out there and connect with people in the industry. Attend events, join online forums, and don’t be shy about reaching out to potential contacts on LinkedIn. You never know who might have the inside scoop on job openings!
✨Tip Number 2
Prepare for interviews by researching the company and its culture. Understand their products and market position, especially if they’re in the fitness or D2C space. Tailor your answers to show how your experience aligns with their goals and challenges.
✨Tip Number 3
Practice your financial storytelling! As a CFO, you’ll need to convey complex financial concepts clearly. Use real-life examples from your past experiences to demonstrate your skills in building models and driving growth.
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets seen. Plus, we love seeing candidates who are proactive and engaged with our brand. Let’s get you that dream role!
We think you need these skills to ace Chief Financial Officer | FÔLD
Some tips for your application 🫡
Tailor Your CV: Make sure your CV speaks directly to the role of CFO at FÔLD. Highlight your experience in scaling businesses, especially in D2C or product brands, and don’t forget to showcase your financial modelling skills!
Craft a Compelling Cover Letter: Your cover letter is your chance to shine! Use it to tell us why you’re the perfect fit for FÔLD. Share your passion for the fitness industry and how your hands-on approach can help us grow.
Showcase Relevant Experience: When detailing your past roles, focus on achievements that align with our needs. Whether it’s fundraising, supply chain management, or financial oversight, make it clear how your background prepares you for this position.
Apply Through Our Website: We encourage you to apply through our website for a smoother process. It helps us keep track of applications and ensures you don’t miss out on any important updates from us!
How to prepare for a job interview at Love Recruitment
✨Know Your Numbers
As a CFO, you'll need to demonstrate your financial acumen. Brush up on key financial metrics relevant to FÔLD's growth, like revenue projections and margin strategies. Be ready to discuss how you would build and own the three-year financial model.
✨Showcase Your Hands-On Experience
FÔLD is looking for someone who can roll up their sleeves. Prepare examples of how you've previously built financial models or scaled a D2C brand. Highlight your operational mindset and how you've partnered with founders in the past.
✨Understand Supply Chain Dynamics
With a focus on supply chain and procurement, it's crucial to know the ins and outs of logistics, especially if you've worked with Asian suppliers. Be prepared to discuss your experience in negotiating SLAs and securing the best deals.
✨Be Ready for Strategic Conversations
The role involves acting as a sounding board for the founders. Think about how you would approach major commercial decisions and be ready to model different scenarios. Show that you can think strategically while being hands-on.