Director of Data & AI

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 perfect 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 not sit on the sidelines building tools. You will embed inside teams. You will work alongside leaders and operators. You will 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. 

 Essential Functions: 

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: 

This role requires a rare combination of skills. You are: 

• A systems thinker: You understand how businesses actually operate, across functions, workflows, and decisions. You can see where things break and where leverage exists. 

• An applied AI operator: You don’t chase hype. You understand what AI can and cannot do, and you know how to apply it to real problems in practical ways. 

• An embedded partner: You build trust quickly. You work with teams, not on them. You listen before you solve. 

• A change leader: You know how to introduce new ways of working without creating resistance. You bring people along. 

• Relentlessly focused on impact: You prioritize what matters. You measure outcomes. You avoid low-value work. 

 

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 tradeoffs 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 are focused on creating a fun, exciting, collaborative space that’s centered around health and well-being. We empower everyone on our team to take control of their careers and balance their 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 Benefits 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)   

• 401k 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.