Head of Direct to Consumer (DTC)

Wattbike was born from sport and built to deliver elite-level training to all. Originating from a collaboration with British Cycling, we’ve gone on to support Olympians, Premiership football clubs, the New Zealand All Blacks, and thousands of everyday athletes around the world. Our smart indoor bikes and digital platform offer market-leading accuracy, a realistic ride feel, and training insights trusted by professionals and passionate amateurs alike. 

Now part of the Interactive Strength (TRNR) Group—alongside leading fitness and tech brands including Sportstech.de—Wattbike is entering a new phase of growth. With access to group-level expertise, a 30-person tech team, and advanced AI content tools, we are positioned to scale our DTC success across the UK, USA, and Europe. 

Our five-year strategic goal is to grow to £50m in revenue, with DTC contributing approximately 50% of total sales. 

A critical driver of this growth is our expansion into the broader health and fitness (H&F) market. The launch of the Wattbike Proton—a smart indoor bike designed to compete with Peloton—signals our ambition to move beyond the performance cyclist into a more mainstream, connected fitness audience. This shift requires fresh thinking across brand, media, and ecommerce—and this role will be at the forefront of that transformation. 

Role Overview 

This is a high-impact leadership role responsible for driving all aspects of Wattbike’s DTC performance—including ecommerce trading, team development, customer analytics, digital experience, and international expansion. 

You’ll bring strong commercial acumen and analytical depth, paired with a hands-on, agile mindset. You'll be comfortable digging into Shopify performance data, campaign attribution, and CRO testing—while also setting strategy and mentoring your team. 

You'll work closely with Wattbike’s CEO, product team, and partners across the TRNR Group, including Sportstech.de, to leverage shared resources, AI tools, and tech capabilities to accelerate performance. 

You’ll also play a key role in reshaping Wattbike’s consumer strategy—evolving from a brand trusted by elite athletes to one also embraced by health-conscious, connected fitness users seeking premium, immersive training at home. 

Immediate Priorities 

• Drive profitable ecommerce growth by improving conversion, gross and net margin, on-site performance and customer journey optimisation—starting with the UK, followed by the USA. Expand LTV by growing services, parts, and accessories income. 

• Scale USA DTC sales, building on the launch of the Proton and broader Wattbike range through enhanced performance marketing, brand engagement, and customer experience. 

• Leverage AI and TRNR Group capabilities—especially Sportstech.de’s content automation tools and India-based tech team—to accelerate content creation, site optimisation, and marketing execution. 

• Shape and deliver a new market strategy, targeting European expansion and global growth using Group infrastructure and regional insights. 

• Strengthen forecasting, analytics, and campaign measurement, building a robust, data-first decision-making approach. 

• Lead, coach, and empower the DTC team, ensuring alignment, commercial focus, and cross-functional collaboration. 

Key Responsibilities 

Strategy & Planning 

• Own global DTC revenue and profit targets; forecast and report performance weekly and monthly. 

• Develop and deliver UK and international DTC strategies—scaling existing markets and entering new ones in Europe. 

• Support Wattbike’s evolution into the broader Health & Fitness category by targeting new audiences with distinct messaging, creative, and channel mix. 

• Define the ecommerce trading and performance calendar to deliver short-term results and long-term brand equity. 

• Partner closely with the product team to shape go-to-market plans that reflect our evolving audience and product roadmap, and ensure alignment with content and performance priorities. 

Ecommerce & Performance 

• Lead Shopify optimisation—site structure, merchandising, A/B testing, UX, and SEO. 

• Use GA4, Power BI, and ecommerce tools to drive insight-led decisions on spend, content, and promotion. 

• Own CPA and CAC targets, improve CVR and LTV, and enhance CRO performance across landing pages and PDPs. 

• Collaborate with the operations and finance teams to improve demand planning and commercial forecasting. 

AI & Group Collaboration 

• Tap into TRNR’s AI and tech capabilities—particularly Sportstech.de’s content platform and India-based dev team—to accelerate growth. 

• Identify and test opportunities to implement AI tools for content creation, campaign personalisation, segmentation, and CRM automation. 

• Champion innovation and shared learning across TRNR Group brands, contributing to best practice in ecommerce and marketing. 

Team & Partnerships 

• Lead and develop Wattbike’s cross-functional DTC team: 

• Senior Marketing Manager – brand planning, agency oversight 

• Ecom & Trade Exec – Shopify updates, analytics, trading execution 

• CRM & Social Media Manager – organic social & email performance 

• Graphic Designer – creative and content production 

• Graphic/Ecom Assistant – junior support with an AI content focus 

• DTC Sales Assistant – showrooms, direct customer interaction 

• Manage agencies across paid media, SEO, UX, and PR—including direct relationships, trading plans, tooling, and overall agency strategy. 

• Collaborate across the TRNR Group to identify synergies and drive cross-brand innovation in DTC and digital marketing. 

Customer & Brand Experience 

• Champion a customer-first approach across all touchpoints—from site experience to post-purchase and support. 

• Manage campaigns and website assets in line with brand guidelines, ensuring a consistent and high-quality experience. 

• Build brand awareness and engagement across channels by improving content quality and cadence—especially through growing user-generated content (UGC), ambassador marketing, and storytelling that connects with our broader health and fitness audience. 

• Implement segmentation and personalisation strategies to deliver high-impact campaigns and increase LTV. 

• Improve retention, referrals, and advocacy through better lifecycle management and service experience. 

• Align omnichannel strategy to reflect Wattbike’s presence across elite sport, B2B, and consumer channels. 

What We're Looking For 

Essential 

• 5+ years in a performance-led ecommerce or DTC role, ideally within fitness, sport, wellness, or premium consumer products. 

• Strong analytical skills and hands-on experience with Shopify, GA4, and ecommerce dashboards (Power BI, Tableau, etc). 

• Demonstrated success in scaling ecommerce revenue through data, UX/CRO, and performance marketing. 

• Track record of leading and developing small teams in fast-moving, entrepreneurial businesses. 

• A strategic thinker who also enjoys getting hands-on with site updates, analytics, campaign planning, and tools. 

• Highly collaborative—able to influence internal teams and external agencies, while partnering across departments. 

• Curious and commercially driven—especially about the evolving role of AI in ecommerce and DTC growth. 

• Able to operate with a test-and-learn mindset and a high degree of resilience—delivering impact with limited budget by prioritising agility, creativity, and strong cross-functional collaboration. 

Desirable 

• Experience launching or growing ecommerce in international markets (especially USA or Europe). 

• Experience of low volume, high value consumer products. 

• Background in performance fitness, digital subscriptions, or connected fitness (e.g., Peloton, Zwift, WHOOP). 

• Experience working in a group/portfolio company structure. 

• Passion for building brands that deliver both elite performance and mainstream wellness appeal. 

• 26 days holiday per year 

• A Wattbike for your home 

• Pension and Life Insurance 

• On site training zone and cycling/running groups 

• Support for personal progression