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fitbit CMO technology

Fitbit CMO Tim Rosa dishes on the future of wearable technology in sports

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Tim Rosa is the Senior Vice President and Chief Marketing Officer at Fitbit. He is responsible for brand and product marketing, partnerships, advertising and media, public relations and events,, premium services, CRM, customer acquisition, engagement and monetization. Most recently, Rosa was Vice President of Global Brand Development at Electronic Arts, where he led branding for FIFA, Madden, Battlefield and Need for Speed, among others.

Prior to EA, he was the Vice President of Marketing at DivX, a digital video pioneer, leading the company into acquisition. He also led marketing efforts for the famed video game publisher 2K Sports and increased NBA 2K market share from 10 percent to 80 percent in five years. He attended the University of Michigan (Flint) and lives in Mill Valley, Calif. where he spends his “play time” surfing, playing ice hockey, mountain biking and trail running on Mt. Tam.

1) How are professional and college sports teams utilizing Fitbit technology to train/practice and monitor their workout regimens?

Players are utilizing Fitbit devices to track all-day activity and monitor their sleep. We’re helping them understand complex relationships like the one between sleep and athletic performance. Fitbit trackers automatically track how long and well you sleep to help you work toward a better routine. Having access to this data is especially valuable for athletes because they’re often traveling and sleeping in hotels and getting quality, consistent sleep is incredibly important for their performance.

We’re also seeing team trainers providing players with Fitbit devices before the offseason to ensure they are keeping up with their workout regimens. Our goal setting features Fitbit help provide an extra bit of motivation and accountability that can help keep athletes on track each day. We also see sports organizations like the NFL Players Union giving Fitbits to retired players. Instinctively these retired players are competitors, so they are finding the Fitbit challenges and the social aspect of our platform to be great motivational tools to help them manage their physical health in retirement.

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