How iFIT's Global Marketing Head Creates a High-Trust Environment
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Managing Editor Marie Albiges interviews Kirsten Spittel-Sloan, global head of marketing at iFIT, a leading health and fitness platform operating the brands NordicTrack, ProForm, and FreeMotion. Listen in as Spittel-Sloan walks through a typical day in her role (1:10), her work-life balance non-negotiables as a working parent (3:00), and how she creates a high-trust environment for her team (4:40). She shares how her diverse career background influences her strategic thinking at iFIT (6:15), her approach to risk-taking (9:05), and her approach for learning from failure (10:35).
In addition, Spittel-Sloan shares how iFIT differentiates itself in the crowded fitness subscription technology landscape (13:30), the fitness company’s use cases for artificial intelligence (17:55), and the creative marketing campaign around the launch of NordicTrack’s Ultra 1 treadmill (18:45). She discusses changes in brand storytelling and user engagement in marketing (21:15), iFIT’s investment in influencer marketing (23:05), and a marketing trend she’s excited about for the remainder of 2025 (23:45). Lastly, Spittel-Sloan touches on utilizing user data effectively (25:55), her workout routine (27:15), and her advice for women looking to land an executive marketing role in retail (29:05).
Kirsten Spittel-Sloan is a marketing expert who specializes in coaching teams and scaling initiatives globally. She currently leads the marketing organization at iFIT and is focused on sharing the transformational stories of its athletes. Prior to iFIT, Kirsten was a consultant at McKinsey where she advised CMOs and CROs on growth initiatives and go-to-market transformations. She also led marketing teams at several mission-driven startups and nonprofits in Washington, D.C. Kirsten holds a MBA from INSEAD and is an avid learner. She’s currently working toward a B1 level in Spanish.
Date: May 27, 2025
Credits: Kirsten Spittel-Sloan
Duration: 32:35
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