SANTA CLARA, California – () – Expresso Fitness, the leading provider of gaming technology to the commercial fitness market, today named Jeff Veldhuizen as Chief Executive Officer. Veldhuizen, Vice President of Direct to Consumer at Zwift, the leading provider of connected fitness in the virtual cycling space, and who has held senior positions at Nike for more than a decade, will lead Expresso Fitness’s successful partner-driven B2B business as well as the emerging drive The company’s direct-to-consumer strategy.

“Jeff has an impressive track record leading teams in times of significant growth and innovative innovation. He is an ideal fit for the Expresso Fitness culture as he has a strong mindset for consumers, connected fitness and direct marketing expertise for consumers, and a proven track record of successful scaling brands, ”said Bill Stensrud, Chairman of Interactive Fitness Holdings. “We are confident that Jeff Expresso will take fitness to a new level.”

“I’m in an exciting time at Expresso Fitness and fitness at home is increasing. Expresso is an immersive gamified fitness platform with over 15 years of innovation and a dedicated community, ”said Veldhuizen. “I look forward to working with this talented team to achieve significant growth through cutting edge technology, continuous innovation and serving the community now and in the future.”

In his most recent leadership role at Zwift, Veldhuizen achieved triple digit growth through its direct customer business, expanded its product offerings, created new digital platforms and in-store experiences, and expanded into global markets including the UK and Europe, becoming a recognized global leader in virtual cycling.

Prior to joining Zwift in 2018, Veldhuizen spent over 10 years at Nike, where he helped make the brand a premier direct-to-consumer retailer. Among his leadership roles at Nike, he was part of the founding team that scaled into a billion dollar business with over 45% year-over-year growth over a decade. He also led the launch of Nike + Fuelband, Nike’s first wearable technology through direct-to-consumer channels. Veldhuizen also worked in marketing and merchandising functions at Best Buy and started

An avid cyclist, snowboarder and mountain biker, 44-year-old Veldhuizen was born in Canada and earned a joint MBA from Cornell and Queen Universities and a Bachelor of Commerce from the University of British Columbia.

About Expresso Fitness

Expresso is committed to making fitness fun for the world by creating innovative, social, and immersive workouts that inspire and motivate the community to get moving. The company offers personalized workouts with leaderboards, KPIs and a community that challenges individuals to do their best. Members ride in virtual worlds, train with heart rate training and HIIT workouts inspired by games that combine skill and athletic ability. With over 15 years of innovation, Expresso is the leading provider of gaming technology to the commercial fitness market, inspiring members to lead healthier lives. To learn more, visit