Director of Data & AI
REP Fitness, Westminster, CO, United States
About REP
REP designs world-class, innovative gym equipment that is sold around the world, and we are now expanding into apparel, supplements, athletes, and events. REP was established in 2012 by two brothers who shared a deep passion for fitness. From our humble beginnings of selling bumper plates out of a small garage, REP has experienced remarkable growth, now occupying over 300,000+ square feet of office and distribution space in the USA and internationally. With a dedicated team of over 200+ fitness enthusiasts, our vision is to be the #1 Strength Brand in the World. Our commitment to innovation, customer service, and value sets us apart.
We believe in building a culture centered around fitness, so we specialize in outfitting home gyms, commercial gyms, and strength and conditioning facilities. Our dedication to excellence has been recognized multiple times when we were featured in the Inc. 5000 fastest growing private companies in 2018 and 2021 and then voted the best home strength product launch in 2022 by Garage Gym Experiment. Our team works out together, and we regularly invite fitness superstars to join us. We organize fun challenges to test our limits – and the limits of our equipment.
At REP, we continue to grow and bring new opportunities for those who want to be a part of a winning team. We firmly believe that being surrounded by like-minded individuals fuels creative energy and fosters a fun and collaborative work environment. This role is based in our state‑of‑the‑art headquarters with a bright, spacious, shared workspace; scenic views of the Rocky Mountains; and a kitchen always stocked with healthy snacks, protein powder, and coffee. We offer a hybrid work environment with a minimum of three days in the office, but there’s flexibility about which days and hours.
Our Core Values
Think Like a Customer – We empathize with our customers; understand the ‘why’ behind every decision we make
Progress not Perfection – We don’t let perfection get in the way of good; we are better today than we were yesterday
Positive Attitude – Be a glass half‑full kind of person and remember to have fun
Teamwork without Ego – We put the team above ourselves; we only win together
Take Initiative – We drive momentum; if there is an opportunity to make us better, we want to hear it
About This Role We are not hiring someone to “do AI.” We are hiring someone to
change how our company operates . The Director of Data & Analytics will act as a systems‑level operator across REP. This role is responsible for identifying where work is slow, manual, fragmented, or constrained and redesigning it using AI to unlock speed, efficiency, and better decision‑making. You will embed inside teams, work alongside leaders and operators, and help us rethink how work gets done.
This role touches every part of the business: Customer Support, Marketing, People Ops, Finance, Operations, Supply Chain, Logistics, Product, Engineering. The goal is simple:
Make the business meaningfully better through AI.
What You’ll Own AI Strategy and Roadmap
Define REP’s AI strategy and 12–24 month roadmap tied directly to business priorities
Identify where AI can create real leverage across the company
Focus on high‑impact opportunities, not theoretical use cases
Build the team: this is a strategic effort for REP, and it is just beginning. Over time, you will build and lead an entire team of leading‑edge AI‑enabled innovators, taking REP to new heights
High‑Impact Use Cases
Identify and prioritize opportunities based on ROI, feasibility, and scale
Turn messy, real‑world problems into practical AI‑enabled solutions
Deliver improvements in speed, efficiency, and output quality across functions
Embedded Execution
Work directly inside teams to understand how work actually happens
Co‑create solutions with operators and leaders, not in isolation
Ensure AI is integrated into workflows, and existing tech stacks not bolted on
Adoption and Enablement
Drive real usage of AI solutions across the organization
Build training, playbooks, and practical use cases
Help teams understand not just how to use AI, but why it makes their work better
AI Operating Model
Define how AI work gets prioritized, built, and scaled at REP
Make smart decisions on build vs buy vs adapt
Lead vendor and tool selection, evaluation, and optimization
Establish governance in partnership with IT and leadership
Business Impact
Deliver measurable value through cost savings, productivity gains, and improved decision‑making
Build systems to track and report ROI across initiatives
Continuously refine focus toward the highest‑leverage opportunities
What Success Looks Like
Work that used to take days takes hours
Teams move faster with fewer handoffs and less friction
Decision‑making is sharper and more informed
AI is part of how work gets done, not a separate initiative
The business operates with more leverage than it did before you arrived
Who You Are We require a rare combination of skills: you are a systems thinker, an applied AI operator, an embedded partner, a change leader, and relentlessly focused on impact. You understand how businesses operate, across functions and workflows. You know the limits and possibilities of AI. You build trust quickly, move with people, and prioritize meaningful outcomes over tasks.
What You’ve Likely Done
Led AI, automation, or systems transformation initiatives inside a company
Worked across multiple functions, not just within a single domain
Delivered measurable business impact, not just shipped tools
Made build vs buy decisions and worked with external vendors
Driven adoption of new tools or systems across teams
How You Work
You start by understanding, not prescribing
You ship and iterate instead of over‑designing
You simplify rather than complicate
You focus on outcomes over activity
You take initiative and create momentum
Why this Role matters This is not a support function. This is a force multiplier for the entire company. Done well, this role will unlock millions of dollars in value, improve how every team operates, and shape how REP scales over the next several years.
Core Competencies
Action Oriented – Taking on new opportunities and tough challenges with a sense of urgency, high energy, and enthusiasm.
Resourcefulness – Securing and deploying resources effectively and efficiently.
Collaborates – Building partnerships and working collaboratively with others to meet shared objectives.
Self‑Development – Actively seeking new ways to grow and be challenged using both formal and informal development channels.
Systems Thinking – Understanding how work flows across the business and identifying where leverage exists to improve outcomes across teams, processes, and systems.
Strategic Prioritization – Focusing time and resources on the highest‑impact opportunities by making clear trade‑offs based on value, feasibility, and scale.
Influence Without Authority – Driving alignment and outcomes across teams by building trust, credibility, and buy‑in without relying on direct reporting relationships.
Change Leadership – Leading the adoption of new ways of working by guiding teams through change, addressing resistance, and reinforcing new behaviors.
What’s In It For You Our commitment to quality and transparency applies not only to our products, but to our people. We focus on creating a fun, exciting, collaborative space centered around health and well‑being. We empower everyone on our team to take control of their careers and balance work and life in a modern, fast‑paced environment.
We Offer An Exceptional Compensation Package Which Includes Compensation base range:
$200,000–250,000 annually with bonus potential
Day One Benefits!
Medical, Dental, Vision (competitive benefit packages available)
Health Savings Account (HSA) with employer contributions
Flexible Spending Account (FSA) options
LTD/STD, Life and AD&D (100% premiums covered by REP)
401(k) and Roth options with employer match up to 4%
Employee Assistance Program (EAP)
Recharge Yourself!
5 weeks of PTO accrued during your first year
48 hours of sick leave annually
7 paid company holidays with an additional floating holiday
Paid parental leave day 1
Birthday – paid day off
Pumped‑up Perks!
Unique bonus structure that rewards exceptional individual performance as well as company‑wide performance
Full access to employee gym
Employee discount on REP equipment, apparel and nutrition
Daily snacks and drinks provided by REP (for onsite employees)
’Fitness’ casual attire
Company and team building events
Professional growth and development within the organization
LIFE‑WORK balance
Physical Requirements The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is constantly required to sit and use hands to operate the telephone, type and operate the computer and mouse. Physical effort may include stooping, kneeling, touching, feeling, reaching, standing, walking, pushing, pulling, lifting, fingering, grasping, talking, hearing, and repetitive motions. The employee is frequently required to talk, hear, and bend and twist their necks. The employee may occasionally lift and/or move up to 00 pounds and rarely lift and/or move up to 00 pounds assisted. Specific vision abilities required by this job include close vision and distance vision.
REP provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, or genetics. In addition to federal law requirements, REP complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities.
This specification is intended to indicate the kinds of tasks and levels of work difficulty that will be required of positions that will be given this title and shall not be construed as declaring what the specific duties and responsibilities of any particular position shall be. It is not intended to limit or in any way modify the right of any supervisor to assign, direct, and control the work of employees under his/her supervision. The use of a particular expression or illustration describing duties shall not be held to exclude other duties not mentioned. Ability to competently perform all the essential duties of the position, with or without reasonable accommodation, demonstrated commitment to effective customer service delivery, and the ability to work productively as a member of a team or work group are basic requirements of all positions at REP.
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We believe in building a culture centered around fitness, so we specialize in outfitting home gyms, commercial gyms, and strength and conditioning facilities. Our dedication to excellence has been recognized multiple times when we were featured in the Inc. 5000 fastest growing private companies in 2018 and 2021 and then voted the best home strength product launch in 2022 by Garage Gym Experiment. Our team works out together, and we regularly invite fitness superstars to join us. We organize fun challenges to test our limits – and the limits of our equipment.
At REP, we continue to grow and bring new opportunities for those who want to be a part of a winning team. We firmly believe that being surrounded by like-minded individuals fuels creative energy and fosters a fun and collaborative work environment. This role is based in our state‑of‑the‑art headquarters with a bright, spacious, shared workspace; scenic views of the Rocky Mountains; and a kitchen always stocked with healthy snacks, protein powder, and coffee. We offer a hybrid work environment with a minimum of three days in the office, but there’s flexibility about which days and hours.
Our Core Values
Think Like a Customer – We empathize with our customers; understand the ‘why’ behind every decision we make
Progress not Perfection – We don’t let perfection get in the way of good; we are better today than we were yesterday
Positive Attitude – Be a glass half‑full kind of person and remember to have fun
Teamwork without Ego – We put the team above ourselves; we only win together
Take Initiative – We drive momentum; if there is an opportunity to make us better, we want to hear it
About This Role We are not hiring someone to “do AI.” We are hiring someone to
change how our company operates . The Director of Data & Analytics will act as a systems‑level operator across REP. This role is responsible for identifying where work is slow, manual, fragmented, or constrained and redesigning it using AI to unlock speed, efficiency, and better decision‑making. You will embed inside teams, work alongside leaders and operators, and help us rethink how work gets done.
This role touches every part of the business: Customer Support, Marketing, People Ops, Finance, Operations, Supply Chain, Logistics, Product, Engineering. The goal is simple:
Make the business meaningfully better through AI.
What You’ll Own AI Strategy and Roadmap
Define REP’s AI strategy and 12–24 month roadmap tied directly to business priorities
Identify where AI can create real leverage across the company
Focus on high‑impact opportunities, not theoretical use cases
Build the team: this is a strategic effort for REP, and it is just beginning. Over time, you will build and lead an entire team of leading‑edge AI‑enabled innovators, taking REP to new heights
High‑Impact Use Cases
Identify and prioritize opportunities based on ROI, feasibility, and scale
Turn messy, real‑world problems into practical AI‑enabled solutions
Deliver improvements in speed, efficiency, and output quality across functions
Embedded Execution
Work directly inside teams to understand how work actually happens
Co‑create solutions with operators and leaders, not in isolation
Ensure AI is integrated into workflows, and existing tech stacks not bolted on
Adoption and Enablement
Drive real usage of AI solutions across the organization
Build training, playbooks, and practical use cases
Help teams understand not just how to use AI, but why it makes their work better
AI Operating Model
Define how AI work gets prioritized, built, and scaled at REP
Make smart decisions on build vs buy vs adapt
Lead vendor and tool selection, evaluation, and optimization
Establish governance in partnership with IT and leadership
Business Impact
Deliver measurable value through cost savings, productivity gains, and improved decision‑making
Build systems to track and report ROI across initiatives
Continuously refine focus toward the highest‑leverage opportunities
What Success Looks Like
Work that used to take days takes hours
Teams move faster with fewer handoffs and less friction
Decision‑making is sharper and more informed
AI is part of how work gets done, not a separate initiative
The business operates with more leverage than it did before you arrived
Who You Are We require a rare combination of skills: you are a systems thinker, an applied AI operator, an embedded partner, a change leader, and relentlessly focused on impact. You understand how businesses operate, across functions and workflows. You know the limits and possibilities of AI. You build trust quickly, move with people, and prioritize meaningful outcomes over tasks.
What You’ve Likely Done
Led AI, automation, or systems transformation initiatives inside a company
Worked across multiple functions, not just within a single domain
Delivered measurable business impact, not just shipped tools
Made build vs buy decisions and worked with external vendors
Driven adoption of new tools or systems across teams
How You Work
You start by understanding, not prescribing
You ship and iterate instead of over‑designing
You simplify rather than complicate
You focus on outcomes over activity
You take initiative and create momentum
Why this Role matters This is not a support function. This is a force multiplier for the entire company. Done well, this role will unlock millions of dollars in value, improve how every team operates, and shape how REP scales over the next several years.
Core Competencies
Action Oriented – Taking on new opportunities and tough challenges with a sense of urgency, high energy, and enthusiasm.
Resourcefulness – Securing and deploying resources effectively and efficiently.
Collaborates – Building partnerships and working collaboratively with others to meet shared objectives.
Self‑Development – Actively seeking new ways to grow and be challenged using both formal and informal development channels.
Systems Thinking – Understanding how work flows across the business and identifying where leverage exists to improve outcomes across teams, processes, and systems.
Strategic Prioritization – Focusing time and resources on the highest‑impact opportunities by making clear trade‑offs based on value, feasibility, and scale.
Influence Without Authority – Driving alignment and outcomes across teams by building trust, credibility, and buy‑in without relying on direct reporting relationships.
Change Leadership – Leading the adoption of new ways of working by guiding teams through change, addressing resistance, and reinforcing new behaviors.
What’s In It For You Our commitment to quality and transparency applies not only to our products, but to our people. We focus on creating a fun, exciting, collaborative space centered around health and well‑being. We empower everyone on our team to take control of their careers and balance work and life in a modern, fast‑paced environment.
We Offer An Exceptional Compensation Package Which Includes Compensation base range:
$200,000–250,000 annually with bonus potential
Day One Benefits!
Medical, Dental, Vision (competitive benefit packages available)
Health Savings Account (HSA) with employer contributions
Flexible Spending Account (FSA) options
LTD/STD, Life and AD&D (100% premiums covered by REP)
401(k) and Roth options with employer match up to 4%
Employee Assistance Program (EAP)
Recharge Yourself!
5 weeks of PTO accrued during your first year
48 hours of sick leave annually
7 paid company holidays with an additional floating holiday
Paid parental leave day 1
Birthday – paid day off
Pumped‑up Perks!
Unique bonus structure that rewards exceptional individual performance as well as company‑wide performance
Full access to employee gym
Employee discount on REP equipment, apparel and nutrition
Daily snacks and drinks provided by REP (for onsite employees)
’Fitness’ casual attire
Company and team building events
Professional growth and development within the organization
LIFE‑WORK balance
Physical Requirements The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is constantly required to sit and use hands to operate the telephone, type and operate the computer and mouse. Physical effort may include stooping, kneeling, touching, feeling, reaching, standing, walking, pushing, pulling, lifting, fingering, grasping, talking, hearing, and repetitive motions. The employee is frequently required to talk, hear, and bend and twist their necks. The employee may occasionally lift and/or move up to 00 pounds and rarely lift and/or move up to 00 pounds assisted. Specific vision abilities required by this job include close vision and distance vision.
REP provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, or genetics. In addition to federal law requirements, REP complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities.
This specification is intended to indicate the kinds of tasks and levels of work difficulty that will be required of positions that will be given this title and shall not be construed as declaring what the specific duties and responsibilities of any particular position shall be. It is not intended to limit or in any way modify the right of any supervisor to assign, direct, and control the work of employees under his/her supervision. The use of a particular expression or illustration describing duties shall not be held to exclude other duties not mentioned. Ability to competently perform all the essential duties of the position, with or without reasonable accommodation, demonstrated commitment to effective customer service delivery, and the ability to work productively as a member of a team or work group are basic requirements of all positions at REP.
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