Perfect creates high-quality fitness products built around the functional movements of the body. During my six years with the company, I was responsible for every aspect of the brand’s development — product design, design language, sourcing, mechanical engineering, design strategy, packaging, website, and marketing collateral. This end-to-end ownership ensured that every touchpoint, from the unboxing experience to the digital presence, reflected the same clarity and purpose.
One of my first priorities was to rebrand the company beyond its original product-specific name, Perfect Push-Up. The business needed an identity that could support growth across multiple categories, materials, and manufacturing processes in the broader fitness space. I led the renaming effort, collaborated with an exceptional graphic designer to develop a new brand mark, and built a cohesive visual language that extended across the website, packaging, and all marketing communications—laying the foundation for the company’s expansion from three products into a full, diversified brand.
One of the major opportunities we identified was expanding into the digital space by developing tools to record human movement for fitness and health. We benchmarked leading products, built new strategies around what we called “the measured self,” and created solutions ranging from low-cost pedometers to advanced wrist-worn activity monitors. We also explored timing and performance-tracking devices, broadening the brand’s reach into meaningful digital fitness experiences. In addition to the hardware, I created the UX flows and user guides for a wide range of these products to ensure clarity, consistency, and a cohesive user experience.
Several acquisitions played a key role in our growth and in shaping a broader, more compelling brand narrative. One brought in a company with highly developed training regimens and a distinctive approach to user engagement. Another was TriggerPoint, a leader in stretching and myofascial release. We preserved the brand standards of TriggerPoint while leveraging its technology and expertise to introduce additional products under the Perfect name and launch them to a wider retail audience. This multi-channel product strategy proved highly effective without diluting the equity of the acquired brand.
The results were transformative. We grew from five products to more than eighty across a dozen categories in under six years, building a portfolio grounded in performance, insight, and innovation. That growth and coherence ultimately contributed to Perfect’s acquisition by Berkshire Partners in 2015 — a clear demonstration of how a design-led, merchant-centric strategy can drive exceptional business outcomes.
