"Jon Shanahan destroys the myth that founders make lousy employees. He co-founded Stryx, a men's cosmetics provider, and is now a marketing executive at TRX, the storied exercise equipment company. He has thrived in both roles. He joined TRX in late 2022 amid a post-Covid hangover and a stale legacy brand. Fast forward to late 2025, and TRX is refreshed and flourishing, thanks in part to Jon's entrepreneurial mindset."
"TRX filed for bankruptcy in early 2022, following the collapse of the fitness boom. During the pandemic, anything fitness-related was popular, and TRX was everywhere - Nordstrom, REI, Hy-Vee. However, demand eventually dropped, and the company overextended itself. In August, founder Randy Hetrick reacquired TRX. His goal was to modernize a 20-year-old global brand for a new generation. Initially, I wasn't keen on moving to Florida from my home in Pennsylvania, but I eventually did, and I joined the team."
Jon Shanahan transitioned from co-founding Stryx to becoming vice president of marketing at TRX in late 2022. Stryx launched into Target in 2022 but was later removed despite exceeding sales benchmarks. TRX filed for bankruptcy in early 2022 after the fitness boom receded and the company overextended itself. Founder Randy Hetrick reacquired TRX in August with the aim of modernizing the brand. Shanahan moved from Pennsylvania to Florida, led a global brand study across 80-plus countries, and executed a complete brand refresh that contributed to TRX's resurgence and stronger market position by late 2025.
Read at Practical Ecommerce
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