Digital fitness specialist Wexer has announced the promotion of Robert Louw to the company’s senior management team, in the newly created role of Chief Growth Officer (CGO).
This places Louw – previously responsible for the Wexer sales team as Global Head of Business Development – in charge of the full customer acquisition journey, embracing both sales and marketing.
The appointment comes as Wexer ramps up its ‘mobile first’ strategy – a strategy put in place pre-COVID, accelerated during lockdown and now increasingly potent in a post-lockdown world.
Focusing primarily on the ‘any time, anywhere, any connected device’ Wexer Web Player, alongside the recently launched Wexer SDK and API solutions, ‘mobile first’ not only aligns with today’s powerful digital trends. It also allows Wexer to quickly and cost-effectively serve smaller, faster-moving clients, as well as broadening its reach and relevance to more customer segments and verticals.
“Due to our significant product improvements, our customer acquisition & success team can now service large enterprise clubs as well as smaller clients in multiple vertical markets meaning we can move towards a more transactional model with many more leads and touchpoints,” confirms Louw. “As such, we felt it important that we bring the entire customer acquisition strategy – and team – under the leadership of one person.
Paul Bowman, Wexer CEO, adds: “We wanted to more specifically target smaller clients across all verticals, ensuring we had the right products in our ecosystem to help them move quickly towards their business-critical digital adoption.
“We now have this in place, with a suite of versatile, world-class products that can scale from a single-site operator to a large chain, and across multiple verticals.
“Our clear next requirement was to streamline and optimize the process of bringing those products to such a diversified prospect base. We recognized that this required a deeper integration of our sales and marketing departments, and it is this combined entity for which Robert will now assume overall responsibility.”
Louw originally joined Wexer five years ago, overseeing business development in Benelux and the Nordic region. This role then evolved into Head of Business Development EMEA, then Global Head of Business Development, managing Wexer’s commercial strategy and business development team in the company’s offices in Europe, North America, and New Zealand.