Sales still depend heavily on the founder's relationships and involvement.
Commercial strategy and leadership for health, fitness and wellbeing businesses worldwide.
Turn commercial traction into repeatable growth
Theyers Group helps founders and leadership teams turn a credible product and early customer success into a clearer route to growth.
Founded in the UK and working globally. Advisory, defined commercial projects and fractional leadership, led by Sam Theyers.
The next stage
When growth needs a different approach
You have a product people value. Moving the business forward now means answering some harder commercial questions. We help you understand what is holding progress back and focus effort where it can make a useful difference.
Interest from new markets is growing, but priorities and routes to entry are unclear.
Distributors are in place, yet expectations, support and performance vary.
Successful pilots and early customers are not consistently turning into further sales.
The business needs senior commercial direction and practical implementation support.
Flexible support
Three ways to work together
Start with the commercial problem, not a predefined package. We shape the engagement around the decision, the work involved and the capability already in your business.
Commercial advisory
An experienced commercial perspective for founders and CEOs working through important decisions.
Explore advisory →Defined commercial projects
Focused work on market entry, distributor strategy, sales systems or another specific commercial challenge.
Explore projects →Fractional commercial leadership
Senior commercial leadership embedded in your business for an agreed commitment.
Explore fractional leadership →The commercial approach
Connect potential to a repeatable system
- 01
Product potential
A credible product, a clear customer need and useful early evidence.
- 02
Commercial system
Markets, positioning, channels and sales processes working together.
- 03
Repeatable growth
A commercial objective supported by clear ownership and consistent execution.
A way to structure the work, not a promise of results.
Where we fit
Built around your stage of growth
Our focus is founder-led B2B businesses in health, fitness, wellbeing, performance, rehabilitation and adjacent technology markets.
- A credible product and early customer traction.
- A need for a clearer, more repeatable commercial approach.
- An ambition to develop new markets, channels or internal capability.
- A willingness to make priorities and ownership explicit.
- Commercial fit and readiness—wherever the business is located.
Founder perspective
Experience across the industry Perspective from both sides
Founded by Sam Theyers, Theyers Group draws on more than 26 years of international experience across the fitness and wellbeing sector. Sam has held senior executive roles on both the operator and supplier sides, working with hundreds of businesses and organisations through employment, independent consultancy and commercial relationships.
That experience spans gym operators, equipment and product suppliers, distributors and sports teams. It brings a practical understanding of how products reach the market, how buying decisions are made and what businesses need to grow.
Today, Sam brings that perspective to Theyers Group, helping founders turn commercial priorities into practical action.
More about Sam and our approachA New Zealand mindset
Resourceful thinking Disciplined action
The No. 8 wire mentality sits at the heart of Theyers Group: understand the problem, use available resources intelligently and find a workable way forward. Then learn from what works and turn it into lasting capability.
FIND A WAY. MAKE IT WORK. GET ON WITH IT.
The thinking behind Theyers Group