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FOLD Reformer, an ambitious, fast-growing startup in the premium online fitness retail sector, had spent its first year achieving impressive revenue growth.
The driven and hands-on founders had focused relentlessly on sales and market traction, and as momentum built, they recognised the need to shift gears by professionalising their finance function, strengthening their strategic planning, and preparing for the next phase of growth, both domestically and internationally.
This case study explores how Fyn provided a sector-experienced fractional CFO to deliver a tailored, hands-on approach that enabled the founder-led business to not only navigate complex challenges, but also unlock new opportunities and build long-term resilience.
FOLD Reformer achieved impressive growth through strategic determination and strong market insight. However, their finance function had not yet evolved to help support their expanding ambitions.
With no external investment to date, they were self-funding growth through strong sales. To scale further, they needed clarity on when and how to introduce outside capital, how much to raise, and how to structure their finances for both growth and founder reward.
- Existing financial forecasts could benefit from increased detail to meet investor expectations.
- Greater clarity was needed regarding capital requirements, timing considerations, and potential risks.
- A robust framework needed to be created for scenario planning and dividend strategy, to strengthen financial decision-making.
The second challenge FOLD Reformer encountered was transitioning from a well-established UK customer base to pursuing international growth. The founders initiated discussions with several overseas distributors, resulting in a promising opportunity in Australia.
- Needed additional guidance in structuring international distribution agreements.
- Required clarity on optimal pricing strategies, commercial terms for new markets, and effective management of operational considerations such as FX volatility, logistics, and overseas partner reliability.
- Required support on safeguarding the brand’s long-term interests whilst maximising immediate growth opportunities.
Our engagement began with an in-depth review of the business’s finances. We didn’t just look at the numbers, we immersed ourselves in the business by understanding its commercial drivers, market context, and the founders’ aspirations.
We leveraged our experience with fast-growth businesses and sector-specific insight, to build a dynamic, scenario-based financial model. This model enabled:
Robust cashflow forecasting: Factoring in seasonality, stock cycles, and market volatility.
Scenario planning: Testing the impact of various growth trajectories, investment timings, and market events (e.g. supply chain disruptions, competitor moves).
Investor readiness: Creating forecasts and KPI dashboards tailored for investor scrutiny.
With a clear financial picture, we worked shoulder-to-shoulder with the founders to map out their future funding strategy. Our advice covered:
Optimal investment timing: Ensuring capital was raised when it would add maximum value.
Capital allocation: Identifying where investment would drive the most growth (e.g. inventory, marketing, talent etc).
Investor introductions: By leveraging our network, we introduced the founders to an investor with deep experience in the fitness sector, providing tailored KPIs and insights to underpin their discussions.
Drawing on our financial model and market knowledge, we advised on the Australian distribution opportunity. Our process included:
Risk analysis: Modelling multiple scenarios surrounding local competition, FX movement, distributor performance.
Commercial terms: Advising on pricing, minimum order values, and protective clauses (e.g. future brand launch rights in Australia).
Partner evaluation: Assessing not just financial terms, but the distributor’s reputation, logistics capabilities, and fit with the client’s brand values.
As a result of onboarding Fyn’s fractional CFO, FOLD Reformer has benefited significantly from the strategic leadership.
- The founders gained unprecedented visibility into their finances and future scenarios, empowering them to make confident, data-driven decisions.
- Armed with robust forecasts, they engaged potential investors from a position of strength, choosing to delay external funding until it aligned with their long-term goals.
- Our structured approach to international expansion has supported the business to pursue Australian distribution with eyes wide open, balancing risk, reward, and future brand ambitions.
- The client moved forward with the deal, confident in their pricing, terms, and partner selection.
- Our onboarding was praised for its thoroughness and speed, with the founders valuing our ability to translate complex issues into clear, actionable steps.
- They appreciated having a single, expert point of contact who could mobilise a wider network as needed, thereby delivering value far beyond a standard consultancy.
We don’t believe in one-size-fits-all solutions. Our approach is rooted in deep sector expertise, hands-on partnership, and a relentless focus on your unique business goals.
Whether you’re scaling fast, entering new markets, or facing unforeseen challenges, we bring clarity, confidence, and commercial edge.
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