Bradley White
C-Suite Credibility,
Zero Pretense
Bringing People Together Across Every Level
Whether in the boardroom or the break room, I excel at aligning stakeholders and fostering meaningful team connections. I bring people together around a shared vision and ensure that collaboration thrives at every level of the organization. If your organization needs executive-level insight and cross-functional trust, I have the experience and capability to deliver both.
About
From Sales Rep to CEO
My career in the health and wellness industry began at the turn of the millennium, when I joined a small startup with a bold idea: selling exercise equipment to hotel chains through an innovative concept known as in-room fitness. By placing cardio machines directly in hotel suites, we provided guests with a more private, convenient way to stay active while traveling.
What began as a niche concept soon sparked a broader transformation in how consumers purchased large-scale fitness equipment—particularly through emerging e-commerce platforms. Over the years, that small startup grew into a $250 million enterprise and was eventually acquired by a global leader in home, commercial, and medical-grade fitness equipment.
Today, I’m honored to have served as CEO and President of SOLE Fitness, a role I held for the past three years. My journey has been shaped by innovation, customer-centric thinking, and a passion for helping people lead healthier lives.
You can learn more about my story by exploring the links below.
Superpowers
Less Clark Kent and more Superman
We each have our own superpowers—the unique strengths that set us apart. When we recognize and embrace these traits, we unlock our full potential. The key is aligning them with what we do every day. These are mine:
Remote Powerhouse
I know how to lead from anywhere. I’ve worked with teams across Asia, Europe, Canada, the UK, and all over the US bridging time zones, cultures, and working styles. I keep things moving through clear communication, trust, and a bias for action. Remote isn’t a challenge, it’s where I thrive.
Audit-Ready Accounting
I bring a CFO’s lens to every number. I’ve built finance systems that stand up to audits, support growth, and help leaders make smart decisions. It’s not just about clean books—it’s about giving the business clarity and confidence.
Leadership That Inspires
Good leadership creates space for people to do their best work. I lead with trust, clear goals, and a strong sense of what matters. Whether guiding a team through change or helping someone find their next gear, I stay focused on progress and people.
Communication That Connects
Whether it’s a quick check-in or a high-stakes boardroom conversation, I know how to meet people where they are. I adapt my tone and message to suit the moment: listening carefully, speaking clearly, and building trust through every interaction. I bridge gaps, align teams, and keep communication grounded in both empathy and impact.
More Than Milestones
If you’ve made it this far, thank you. Condensing two decades of leadership, growth, and hard-earned lessons into a single page is no easy task. Like many, I’ve had pivotal moments that reshaped not just my career, but how I lead, collaborate, and live. Below are a few of those defining chapters.
Chapter 1 – Baptism by Fire
I stepped into a downtown office, was shown a phone and a website, handed a few brochures, and told, “When it rings, sell.” That was day one. I closed my first deal before the sun set. It lit the spark: give me ownership, trust me with the task, and I’ll deliver.
Chapter 2 – Building Cohesion
Momentum meant growth. With no HR department, we were the hiring team. I quadrupled the workforce—from one to four—and quickly learned that building culture goes far beyond filling seats. Nurturing engagement while navigating growing pains was one of my earliest crash courses in leadership.
Chapter 3 – Bridging the Gap
As departments evolved beyond sales into ops and accounting, so did I. I was tapped to lead new hires and stepped into cross-functional management. It was my introduction to seeing the organization wholistically. Making people, process, and purpose move in harmony.
Chapter 4 – The Risks of Rapid Growth
With strong e-commerce and a thriving retail partnership with Dick’s Sporting Goods, we went big. Partnering with Sears Holdings seemed like the next win. Then Sears collapsed, leaving thousands of customers, and a mountain of lessons about risk, reliance, and how to pick up the pieces.
Chapter 5 – Learning from a Titan
After our acquisition by a Taiwanese firm, I was asked to shadow the CFO, a former KPMG partner and certified CPA. Over three years, he became a mentor. I absorbed everything from audits to financial planning, from forecasting to reporting. I discovered a deep appreciation for financial leadership.
Chapter 6 – Pandemic Boom
COVID turned the world upside down. Home fitness surged. Our sales exploded by 300%, while global logistics buckled. Through precise planning and key partnerships, we kept inventory flowing and customers happy. It was the most successful year in our history.
Chapter 7 – Prudent Recalibration
Booms don’t last forever. As markets stabilized, I had to help reset what “normal” meant. For our customers and our teams. Learning to scale down with grace, without losing momentum or morale, was one of the most underestimated challenges of my career.
Chapter 8 – New Frontiers
Wellness is no longer just about cardio machines. Today’s consumers expect integrated experiences, devices, content, coaching, and community. Spearheading this shift gave me a front-row seat to the future of health and the strategies needed to stay ahead of it.
Chapter 9 – Writing the Next Chapter
This one’s unfinished and that’s the exciting part. If you’ve read this far, maybe you’re meant to be part of what’s next. Let’s build something meaningful together.
Recommendations
Trusted Voices
Throughout my career, I’ve had the privilege of working alongside some truly remarkable individuals. I’m grateful that many have taken the time to share their reflections on my work, leadership, and integrity. Below are a few of their thoughtful endorsements.
Todd Gardner
Professor at Berklee College of Music
“I’ve had the privilege of working alongside Brad White and can say with complete confidence that he is one of the most exceptional leaders I’ve ever known. Brad is not only a highly effective executive, but also an outstanding human being. His combination of vision, humility, and steady optimism sets a powerful tone for any organization lucky enough to have him at the helm.”
JW Hackett
COO at SOLE Fitness
“I’ve worked with a lot of people and leaders through the years; out of all of them, Brad tops the list. I can’t stress the importance of honesty and integrity enough in business and Brad has both of those in spades. I wouldn’t hesitate to trust Brad with anything, personal or business.”
Chad Coppenbarger
Founder at KC Legacy Group
“I had the privilege of working with Brad closely in 2023 and 2024 while at Dyaco international working for different subsidiaries. Brad is somebody you can trust to do what he says he will and leads with integrity. Brad would be an asset to any organization that obtained his leadership. Brad is someone that is enjoyable to work with and cares a great deal about the folks that work for him.”
Constantin C. Icleanu
Professor and CTE Director at Southern Methodist University
“I met Brad in 2002, and we’ve been close friends ever since. He has one of the keenest minds and strongest critical thinking skills of anyone I know. Brad consistently notices details others miss, negotiates with expert precision, and develops solutions to abstract and complex problems. I endorse him without reservation.”