A New Way to Burn Calories at Your Desk

Joel Heath is a Serial Entrepreneur, Brand Architect, President, and CEO offering vision and innovation to lifestyle brands — driving front-end innovation with insight-based strategies. In more than 20 years of strategic leadership, Heath has led brand architecture and turnarounds, startups, operations, and product development focused on companies that inspire, motivate, and mobilize throughout the outdoor industry and beyond. He has headed teams of 50+ and P&L of $100M+.


Heath is the Founder of Company of Motion, LLC, parent company of FluidStance. Heath founded FluidStance with the mission to set the world in motion by offering products that keep people moving in situations and environments where they are typically static. The first products, the award-winning Original and Level®, both launched in 2015; in 2017 FluidStance launched the Plane® balance board and the Grade® for Kids, both made from recycled plastic. Designed specifically for children in grades K-8, the Grade® helps parents seeking to channel their children’s energy into positive motion. The Mayo Clinic researched users on FluidStance’s Level and found that users expend 19.2% more energy on FluidStance’s product compared to sitting and more than standing alone. Another third-party study found that 83% of users were happier at their desk on a FluidStance product and users could stand an estimated one-hour longer than standing on their own.

Most recently, Heath led Decker’s 51% Teva brand sales growth turnaround as Marketing Director and Brand President (2009-2013). Heath is the founder of the [GoPro] Mountain Games® - the largest outdoor adventure event in the world (successfully sold in 2008), while he was Founder/CEO of Untraditional Marketing in Vail, Colorado (2000-2008). Joel created high-impact marketing campaigns for Vail, Jeep, Volkswagen, THULE, Native Eyewear, Payday Candy Bars, and Sports Illustrated.

As a thought leader and successful entrepreneur, Heath is known for helping others work hard and play hard through better experiences, products, and integration of movement into their lives creating over a dozen patents. He has been recognized as one of the “Top 40 Under 40” executives by the Sporting Goods Business and SportsOneSource.com in 2011. He has also received the Torch of Liberty Award from the Anti-Defamation League. Heath is a Founding Board Member of First Descents, an adventure non-profit for young adults surviving cancer. He is a sought-after speaker and has been a lead speaker at adVenturesAcademy (2017), StartupSB (2017), the Clean Business Investment Summit (2014) and at IEG’s Annual Sponsorship Conference (2005, 2007), and Presentation Coach for FastPitch SB — Social Venture Partners (2014).

Heath grew up in Boulder, Colorado, and attended the University of Redlands, graduating number one in the Business School with a Bachelor of Science in Business Administration (1993).  He was an All-American Swimmer, Academic All-American, and four-year water polo player at the University of Redlands. Heath was a volunteer volleyball coach for high school women’s volleyball. Heath has completed the High-Impact Leadership Program at Wharton’s Business School of Executive Education and has attended the Center of Creative Leadership. Heath is most proud of his role as a dad to two active boys and lives with his family in Santa Barbara, California.