Daniel I.
Senior Manager, Research & Insights @Life Fitness / Hammer Strength
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WORK HISTORY
Senior Manager, Research & Insights @Life Fitness / Hammer Strength
Rosemont, IL, US
Single-person team lead for internal and category global insights for Life Fitness / Hammer Strengths cardio, digital, and strength equipment solutions. Lead in-house and vendor partnered studies to inform brand strategy, product development, and commercial decision-making. Building scalable voice-of-customer frameworks, roadmaps influencing product and marketing actions, and translate end-user sentiment into guidance to keep Life Fitness / Hammer Strength as the leader in gym and exercise equipment.Executing work in North America, as well as with global teams including EMEA, LATAM, and APAC.
EDUCATION
Illinois State University
Bachelor of Science (B.S.), Marketing; Economics Minor
ABOUT DANIEL I.
I began my career in MR on the supplier side across CPG (Decision Insight) and foodservice (Datassential), gaining diverse, hands-on experience across the full research lifecycle — from client kickoffs, through survey design, programming, analysis, and ultimately storytelling. Working in tight team, fast-paced environments allowed me to see the full insights picture, build fluency across qualitative, quantitative, and syndicated approaches. I later joined Nielsen BASES, leading innovation research for Fortune 500 brands, specializing in concept testing, demand forecasting, and launch optimization — sharpening my ability to translate consumer data into commercial strategy at scale.Seeking to understand behind the scenes brand building and strategic decision-making, I transitioned into internal, client-side insights roles, partnering directly with business teams. At Newell Brands (Outdoor & Recreation), I leveraged syndicated POS data and vendor partnerships to support portfolio, innovation, and go-to-market decisions. At Rust-Oleum, I helped build the consumer Insights function from the ground up as my VP’s first hire, establishing internal processes, external partnerships, and a strong qual/quant foundation with a deep focus on the end consumer.Today, I lead Research & Insights at Life Fitness / Hammer Strength as a globally supporting one-person machine, building internal capabilities while monitoring the fitness equipment and durable goods category. As part of Global Marketing, I partner closely with product, brand, digital, and international teams to deliver consumer and operator insights across cardio, strength, and digital product lines — leveraging in and out-of-house tools and AI-powered platforms to scale impact. My focus continues to be connecting human behavior to business outcomes and helping teams make smarter, more confident decisions.I’m a mover, a diolagist, and a passion-seeker. I’m a dad (of 2!), a husband, and a teammate. Let’s connect.
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