Chief Financial Officer | FÔLD
Notting Hill, London (Hybrid — 2 days in office) | £110,000 – £130,000 | Permanent, Full Time
Love Recruitment International is the retained search partner forFÔLD— the UK’s most loved Reformer Pilates brand. We are hiring aChief Financial Officerto 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 that’s 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 theHouse of FÔLDexperiential 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 12,000+ 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 £2–5M 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:£110,000 – £130,000 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, contactAbhishek Lakhinaatabhi@loverecruitmentgroup.com.
