Chief Financial Officer | FÔLD

Chief Financial Officer FÔLD

Notting Hill London (Hybrid 2 days in office)Permanent Full Time

Love Recruitment International is the retained search partner for FÔLD the UKs most loved Reformer Pilates brand. We are hiring a Chief Financial Officer to become the fourth seat at the leadership table and partner directly with the three co-founders as they scale the business into its next phase.

This is a rare opportunity to join a challenger brand thats shaking up the wellness space. FÔLD has been built from the ground up bootstrapped no shortcuts and is now at a genuine inflection point. FÔLD closed the last completed financial year at c.6M annualised revenue growing toward 10M with growth split 65% D2C and 35% B2B across more than 250 studio partners. The business is preparing for its next phase of growth new hardware launches a subscription-based digital platform European market entry via DACH and the build-out of the House of FÔLD experiential studio concept.

This is a hands-on commercially minded CFO role not a reporting job. The founders need a financial rock who understands the business deeply rolls their sleeves up and helps them translate vision into models. This is an operations-leaning CFO role someone who holds suppliers to their SLAs forecasts orders and sales with precision and procures the best deals without compromising service or quality.

The Opportunity

FÔLD is a premium Pilates Reformer brand with multiple product lines award-winning design celebrity endorsements (Joe Wicks Katie Piper Helen Skelton and Dianne Buswell among them) and a growing community of 12000 founding members. With the three co-founders (CCO CBO CMO) leading brand commercial and marketing the CFO will complete the leadership team and take ownership of everything finance operations supply chain procurement and legal touches. This is an operations-leaning role you will hold suppliers to their SLAs forecast with precision and drive growth through the numbers while helping the founders build the models that bring their vision to life. You will manage external accountants and financial systems.

The role reports directly to the founders and sits alongside them as a genuine strategic partner. You will decide what stays outsourced (bookkeeping and payroll currently sit with an external firm) and what comes in-house. Importantly this is not a role for someone who wants to build a large finance team this is about being close to the business close to the founders and close to the numbers.

Longer term the successful hire has a genuine path to CEO as the business scales.

Key Responsibilities

• Partner with the founders to translate ambition into financial models growth scenarios margin strategies product-line P&Ls and investment cases

• Build and own the three-year financial model and scaling roadmap across multiple product lines and international markets

• Lead fundraising preparation investor materials due diligence readiness financial storytelling and process management

• Shape and build the supply chain and operations structure for scale retail logistics warehousing last-mile delivery and negotiation with key international suppliers

• Own procurement strategy across multiple product lines and suppliers (with significant Asia-based sourcing)

• Manage FX and treasury strategy including significant monthly USD exposure

• Oversee legal and tax commercial contracts IP brand protection (via external firms)

• Take full accountability for the finance function deciding what is outsourced vs in-house and owning the day-to-day numbers alongside the strategy

• Act as the founders sounding board on any major commercial decision can you model this for us

About You

We are open to two kinds of CFO and either could be the right fit:

• A CFO who has already scaled a D2C or product brand from 25M to 10M with a complete picture of what it takes to grow a founder-led business through that stage

• A senior finance leader ready to step up into their first full CFO seat someone hungry operations-leaning and commercially-minded with the depth to be the founders long-term financial partner

Regardless of background you will bring:

• Investment and fundraising knowledge preferable but not essential. What is essential is being a hands-on builder of models and growth

• A track record in consumer product D2C or premium lifestyle / fitness brands

• Supply chain and retail logistics experience ideally importing from Asia. Comfortable holding suppliers to SLAs and procuring best deals on service quality and cost

• Hands-on capability with Xero or equivalent alongside genuine strategic oversight

• Comfort with revenue-based lending (Shopify Capital Wayflyer) alongside traditional debt and equity

• A real love of small-business life someone who wants to build and create not sit above a big team

• The commercial appetite and leadership presence to step into the CEO seat in time

The Package

• Base salary: all-in

• Role level: Leadership team reports directly to the founders

• Location: Notting Hill London hybrid (two days in office flexible remainder)

• Opportunity: Clear pathway to CEO as the business scales

• Equity / bonus: Discussed on a case-by-case basis with shortlisted candidates

Apply Now

Love Recruitment International is the exclusive retained partner on this search. All applications are handled in full confidence.

To apply or learn more contact Abhishek Lakhina at .