Fleet Feet has appointed Jonathan Sipling as its new vice president of marketing and digital. In this newly-created role, Sipling will focus on expanding brand visibility, enhancing customer engagement, and driving omni-channel and ecommerce growth through digital transformation and initiatives. He will also support Fleet Feet’s franchise and company-owned brick-and-mortar businesses. Sipling will report to Fleet Feet COO Jason Jabaut.
“Jonathan brings a wealth of knowledge from his previous leadership roles with athletic, retail, and franchisor businesses, making him the perfect fit to lead this area of our business,” states Jabaut. “His expertise in developing innovative marketing campaigns and leveraging data and analytics to optimize performance will be instrumental in elevating Fleet Feet’s shopping experience both in-store and online.”
Sipling brings to Fleet Feet more than 20 years of experience, having previously served as CMO of DISH Wireless, where he oversaw marketing strategy, execution, and digital operations for Boost Mobile, Boost Infinite, and the DISH retail wireless business. Sipling has also held C-level positions at Elevate Brands and Wayfair, as well as leadership roles at Amazon, Adidas, and McKinsey & Company.
“I became a Fleet Feet customer in 2003, when I began training for my first marathon, and am thrilled to join this amazing brand that embodies community and a passion for running,” Sipling says. “I look forward to collaborating with the team to amplify our message and serve even more people who want to get moving and feel good on their feet.”
Sipling’s appointment rounds out Fleet Feet’s recent executive hires in business operations, finance, IT, and supply chain, as well as leadership expansions and promotions across business development, human resources and marketing. Fleet Feet’s growth rapidly accelerated with the acquisitions of JackRabbit in December 2021 and Marathon Sports in July 2022. JackRabbit stores have folded into the Fleet Feet brand while Marathon Sports remains an independently operated subsidiary. Since 2023, Fleet Feet, now the largest franchisor of run specialty stores, has opened 25 new stores, including 20 franchise locations. All totaled, the company serves more than 5 million customers across 300 locally owned and operated stores.
