James Risner
Glen Ellyn
Summary
Sales Leader - Commercial Fitness and Performance Facilities:
Results-driven B2B sales executive with 15+ years of experience driving revenue growth in fitness, sports performance, and equipment sales. Proven track record of building distributor networks, securing enterprise accounts (Planet Fitness, Equinox, Golds Gym, Chicago Athletic Clubs, F45 Performance), and consulting with clients on facility optimization. Passionate about strength training and high-performance athletics.
Overview
20
20
years of professional experience
Work History
Director of Sales and Marketing
Sunrise Senior Living
09.2024 - Current
- Supported development of marketing strategies to enhance brand awareness and customer engagement.
- Assisted in conducting market research to identify trends and customer preferences.
- Collaborated with sales team to create promotional materials and campaigns.
- Participated in analysis of sales data to inform strategic decision-making processes.
- Increased resident census by 30% (YOY)
Director of Sales and Marketing II
Senior Lifestyle
08.2020 - 08.2024
- Developed and implemented marketing strategies to enhance brand visibility in senior living sector.
- Collaborated with community leaders to foster relationships and improve local outreach initiatives.
- Analyzed market trends to identify growth opportunities and adjust sales tactics accordingly.
- Led training sessions for staff on effective sales techniques and customer engagement practices.
- Increased resident census by 35% over 3 years.
Midwest Business Development Manager
Technogym
02.2019 - 03.2020
- Expanded B2B sales in healthclubs, college athletics, and performance markets across 5 states (IL, WI, IA, MN, ND, SD).
- Consulted elite facilities on wellness platform integration, improving client KPIs through tailored training.
- Collaborated with cross functional teams across entire sales to installation process.
- Created comprehensive sales presentations to effectively communicate value propositions to potential clients.
Regional Sales Manager
HexArmor
03.2018 - 05.2019
- Led regional sales initiatives, increasing market share and enhancing brand visibility.
- Managed partnerships with Fortune 500 clients (Kimberly-Clark, U.S. Steel), aligning products with customer needs.
- Analyzed market trends to identify opportunities for product expansion and competitive positioning.
- Secured $500K contract with Georgia Pacific by designing safety solutions for industrial athletes.
National Account Manager
Green Series Fitness
01.2016 - 11.2018
- Achieved 21% revenue growth by launching a direct sales program for college and commercial facilities.
- Cultivated strong relationships with key stakeholders, enhancing customer satisfaction and retention rates.
- Onboarded new fitness distributors, increasing revenue by 28% in 12 months.
- Built partnerships with elite athletic programs (Alabama, Northwestern, Houston)
Central Region Sales Director
Power Plate USA
02.2009 - 11.2015
- Increased direct sales by 52% in healthclubs, college athletics, pro-sports, and medical markets.
- Led cross-functional teams to optimize product launch strategies and enhance market penetration.
- Analyzed market trends and competitive landscape to inform pricing and positioning strategies.
- Implemented a go-to-market strategy with direct and distribution sales achieving $1M month honors (3 times).
Central Region Sales Manager
Sportsart Fitness
03.2005 - 12.2008
- Developed and executed strategic sales plans to achieve revenue targets across multiple channels.
- Added direct sales, channel partners, and customer service team increasing revenue by $3.2M in 4 years.
- Negotiated existing distribution agreements increasing volume by 12% and reducing costs by 7%.
- Mentored regional sales teams, fostering professional development and improving overall performance metrics.
Regional Sales Manager
Precor
03.2003 - 03.2005
- Increased direct sales by 25% in IL and WI territory.
- Developed and maintained positive relationships with clients in assigned sales territories.
- Consistently exceeded annual territory revenue goals by prioritizing high potential accounts and executing customized action plans.
- Built Precor's commercial success in IL/WI in the largest industry competitors backyard (LifeFitness - Hammer Strength).
Territory Sales Manager
Brunswick Corporation / Lifefitness - Hammer Strength
04.1998 - 11.2002
- Managed direct sales of commercial fitness equipment in all market segments for South Region.
- Cultivated relationships with key clients, enhancing customer satisfaction and loyalty.
- Increased territory sales by 38% through cold calling and new business growth.
- Annual member of the Circle of Champions - award for achieving yearly sales quota (4 times)
Texas Health and Racquet Sports Association, Capital Equipment Representative of the Year.
Education
Business Management / Sports Management
Greenville University
Greenville, ILBachelor of Science - Sports Management - Communication
University of Michigan
Ann Arbor, MISkills
- Sales coaching
- Pricing strategy
- Partnership development
- KPI analytics
- CRM data strategy
- Relationship management
- New product launches
- Consultive sales
- Direct and distribution sales management
- Regional and national accounts
Accomplishments
University of Michigan Varsity Football
Tau Kappa Epsilon Fraternity
Timeline
Director of Sales and Marketing
Sunrise Senior Living
09.2024 - Current
Director of Sales and Marketing II
Senior Lifestyle
08.2020 - 08.2024
Midwest Business Development Manager
Technogym
02.2019 - 03.2020
Regional Sales Manager
HexArmor
03.2018 - 05.2019
National Account Manager
Green Series Fitness
01.2016 - 11.2018
Central Region Sales Director
Power Plate USA
02.2009 - 11.2015
Central Region Sales Manager
Sportsart Fitness
03.2005 - 12.2008
Regional Sales Manager
Precor
03.2003 - 03.2005
Territory Sales Manager
Brunswick Corporation / Lifefitness - Hammer Strength
04.1998 - 11.2002
Business Management / Sports Management
Greenville University
Bachelor of Science - Sports Management - Communication
University of Michigan
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