At a Glance
- Tasks: Lead financial strategy and operations for a growing Pilates brand.
- Company: FÔLD, a premium Pilates Reformer brand in Notting Hill.
- Benefits: Competitive salary, hybrid work, and potential equity/bonus.
- Other info: Clear pathway to CEO role as the company expands.
- Why this job: Join a dynamic team and shape the future of a thriving brand.
- Qualifications: Experience in scaling D2C brands or a strong 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 in London employer: Love Recruitment
FÔLD is an exceptional employer that fosters a dynamic and innovative work culture, where the Chief Financial Officer will play a pivotal role in shaping the future of a rapidly growing premium Pilates Reformer brand. Located in the vibrant Notting Hill area, employees benefit from a hybrid working model that promotes flexibility and work-life balance, alongside clear pathways for career advancement, including the potential to step into a CEO position as the company scales. With a focus on collaboration and hands-on leadership, FÔLD offers a unique opportunity to be part of a passionate team dedicated to building a thriving community and brand.
StudySmarter Expert Advice🤫
We think this is how you could land Chief Financial Officer | FÔLD in London
✨Tip Number 1
Network like a pro! Reach out to industry contacts, attend finance and startup events, and don’t be shy about letting people know you’re on the hunt for a CFO role. You never know who might have the inside scoop on opportunities.
✨Tip Number 2
Prepare for interviews by diving deep into FÔLD’s business model and financials. Show us that you understand their growth ambitions and can bring valuable insights to the table. Tailor your pitch to highlight how your experience aligns with their goals.
✨Tip Number 3
Don’t just wait for job postings; proactively reach out to FÔLD through our website. Express your interest in the CFO position and share how you can contribute to their vision. A direct approach can set you apart from other candidates.
✨Tip Number 4
Showcase your hands-on experience with financial modelling and operations. Be ready to discuss specific examples of how you’ve scaled businesses or improved financial processes. We want to see that you can hit the ground running!
We think you need these skills to ace Chief Financial Officer | FÔLD in London
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 premium 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 small business life and how you can partner with our founders to drive growth.
Showcase Relevant Experience:When detailing your experience, focus on your achievements in finance, operations, and supply chain management. We want to see how you've successfully navigated challenges and contributed to growth in previous roles.
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 get the best chance to stand out in the crowd!
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 business. Highlight your experience with supply chain management and procurement strategies, especially if you've worked with international suppliers.
✨Be a Strategic Partner
The role involves partnering closely with the founders. Think about how you can position yourself as a strategic advisor. Prepare to discuss how you would support them in major commercial decisions and what financial storytelling means to you.
✨Demonstrate Your Passion for Growth
FÔLD is all about scaling and innovation. Show your enthusiasm for building and creating within a small business environment. Share your vision for how you can contribute to their expansion plans, particularly in new markets and product lines.
