Concept2 is establishing a subsidiary in Canada—and we’re looking for a passionate, entrepreneurial leader to build and lead it.

As Subsidiary Leader, you’ll be responsible for launching and growing Concept2 Canada from the ground up. That means everything from establishing operations to scaling sales, building a local team, and strengthening relationships across sport and fitness communities.

This role requires a unique blend of strategic thinking and hands-on execution. You might be developing national growth plans one day and managing warehouse setup or event logistics the next. We’re looking for someone with a strong commercial mindset, deep community roots, and a real passion for rowing or fitness.

Key Responsibilities

Launch & Establishment

• Lead the legal and operational setup of Concept2 Canada in coordination with US HQ.

• Build foundational infrastructure, including warehousing, logistics, systems, banking, HR, and customer service.

• Ensure full compliance with Canadian business regulations, bilingual requirements, tax obligations, and industry standards.

• Manage communications around the shift from US-based sales to a new Canadian subsidiary—clearly articulating benefits and improvements to customers.

Commercial Growth & Strategy

• Develop and execute a Canada-specific business plan with clear goals and timelines.

• Drive B2B growth across gyms, schools, federations, the military, and performance training centers.

• Expand B2C reach through e-commerce, direct sales, customer engagement, and content.

• Identify new opportunities and partnerships across the Canadian fitness and sport ecosystem.

• Localize pricing, promotions, and go-to-market plans based on customer insights and data.

• Set and manage annual budgets, growth targets, and key performance indicators (KPIs).

Sales, Marketing & Community Building

• Represent Concept2 at high-impact events such as HYROX, CrossFit competitions, indoor rowing races, trade shows, and regattas.

• Build and maintain key relationships across rowing clubs, CrossFit boxes, performance coaches, and functional fitness communities.

• Oversee bilingual marketing, content, and PR to reflect Canada’s cultural and linguistic diversity.

Team Leadership & Operations

• Hire and lead a small, high-performing Canadian team across sales, operations, finance, logistics, and customer support.

• Ensure efficient, customer-first operations—from order fulfilment to technical support.

• Maintain strong alignment with US HQ on systems, brand standards, product updates, and operational strategy.

What We’re Looking For

• Candidate must be a citizen of Canada.

• 7+ years in business leadership, general management, or entrepreneurship.

• Experience launching or scaling a subsidiary, business unit, or startup.

• Proven B2B and/or B2C growth experience in the fitness or sports sectors.

• Rowing background or deep familiarity with CrossFit, HYROX, or functional fitness.

• Bilingual in English and French (spoken and written) strongly preferred.

• Deep knowledge of the Canadian sport, fitness, and regulatory landscape.

• Highly self-motivated, with strong planning skills and a bias toward action.

Why Join Concept2 Canada?

• Launch and lead the Canadian subsidiary of one of the world’s most respected fitness brands.

• Shape the future of Concept2’s impact in Canada—strategically, commercially, and culturally.

• Work at the intersection of sport, health, performance, and technology.

• Engage and grow passionate communities—from elite athletes to first-time users.

• Competitive salary, performance-based bonus, and long-term leadership opportunity.

At Concept2, we value self-sufficiency, teamwork, and personal accountability. Our environment is informal yet professional, with a culture that supports initiative, innovation, and hard work.

Concept2 is an equal opportunity employer. We are committed to fostering an inclusive environment where all employees feel welcomed, supported, and able to thrive—regardless of race, color, religion, sex, sexual orientation, gender identity, age, disability, national origin, veteran status, or any other legally protected characteristic.