Chief Financial Officer | FÔLD
Notting Hill, London (Hybrid – 2 days in office) | £110,000‑£130,000 | Permanent, Full Time
FÔLD is a premium Pilates Reformer brand built from the ground up, with annualised revenue of around £6M and a growing community of over 12,000 founding members. The company intends to scale with new hardware launches, a subscription‑based digital platform, European market entry via DACH, and expansion of the House of FÔLD experiential studio concept.
The Opportunity
The CFO will be the fourth seat at the leadership table, partnering with the three co‑founders to translate ambition into financial models and operational strategy. The role is hands‑on, commercially minded, and focuses on finance, operations, supply chain, procurement, and legal oversight. It can lead to a future CEO position as the business grows.
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.
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