Director of Product

About Bells of Steel Inc.

At Bells of Steel, our mission is to make fitness and strength training approachable, affordable, and fun. We design and manufacture high-quality strength and exercise equipment for home gym owners and fitness professionals, helping people of all experience levels achieve their goals.

We’re not your typical fitness equipment brand. We’re down-to-earth, a little cheeky, and focused on making fitness more rewarding and less intimidating. If you enjoy a fast-paced, no-BS environment and want to help shape the future of strength training, you’ll fit right in.

Our Core Values: A.C.T.

Adaptability – Raise the Bar
We challenge the status quo, learn quickly, and continuously improve. We embrace change, seek better ways of working, and take initiative to drive results.

Customer Centricity – Always Spot the Customer
Everything we do is focused on helping our customers succeed. We lead with empathy, build trust through action, and create value for both external and internal customers.

Teamwork – We Win Together
We operate with honesty, transparency, trust, and respect. We collaborate openly, take shared ownership of outcomes, and succeed as a team.

As we continue to grow, we're looking for a Director of Product to own the future of our product portfolio.

This is a strategic leadership role responsible for deciding what products we build, why we build them, and how our product portfolio evolves over the coming years.

You'll own our product strategy, roadmap, innovation pipeline, and product portfolio performance. You'll work closely with our founder, engineering, sourcing, product development, marketing, customer service, sales, and operations to ensure we're building products customers genuinely love—and that they make great business sense.

You'll lead the Product team while balancing customer needs, manufacturing realities, commercial objectives, and long-term company strategy.

If you're someone who naturally thinks in product lines instead of individual products, sees opportunities before competitors do, and loves building products that win in the market, we'd love to meet you.

This is primarily an in-office role in Calgary. The best product decisions happen when you're walking over to engineering, reviewing prototypes, lifting on new equipment, talking to customer service about common complaints, and collaborating with the rest of the business.

Relocation support is available for the right candidate.

Product Strategy & Roadmap

• Own the long-term vision for the Bells of Steel product portfolio.
• Develop and maintain our product roadmap across every category.
• Decide where we invest, what we improve, what we discontinue, and where the biggest opportunities exist.
• Balance customer demand, engineering capacity, manufacturing constraints, and commercial priorities when making roadmap decisions.

Portfolio, Pricing & Lifecycle Management

• Own the overall health of the product portfolio.
• Monitor profitability, margins, product lifecycle, warranty performance, and customer adoption.
• Work alongside Finance, Marketing, and Leadership to optimize pricing, product mix, and long-term profitability.
• Identify products that should be refreshed, repositioned, or retired.

Product Development Process & Pipeline

• Lead the Product team and ensure the product development pipeline remains healthy and appropriately prioritized.
• Establish priorities across multiple projects while ensuring engineering resources are focused on the highest-value work.
• Work closely with Product Development, Engineering, Sourcing, QA, and Operations to ensure products move efficiently from concept to launch.
• Continuously improve how we develop products without sacrificing speed or quality.

Voice of Customer & Market Intelligence

• Become one of the deepest experts on our customers and the strength equipment market.
• Gather insights from customer reviews, warranty claims, support conversations, competitive products, retailers, trade shows, and the fitness community.
• Stay current on trends across home gyms, commercial gyms, powerlifting, functional fitness, bodybuilding, and adjacent markets.
• Ensure customer feedback directly influences future product decisions.

Product Innovation

• Build and maintain a healthy innovation pipeline.
• Generate new product opportunities, identify whitespace in the market, and continuously improve existing products.
• Work closely with our founder and leadership team to evaluate new concepts and long-term growth opportunities.
• Ensure Bells of Steel remains an innovator rather than simply reacting to competitors.

Leadership

• Lead, coach, and develop the Product team (~10 people) using EOS principles.
• Create clarity around priorities, accountability, and execution.
• Build a high-performing team capable of making excellent product decisions without constant executive involvement.

• A deep passion for strength training and fitness equipment. You genuinely understand how people train and what makes great equipment.
• Strong commercial instincts. You naturally balance customer value, engineering complexity, manufacturing costs, and profitability.
• Experience building and managing product roadmaps across multiple product categories.
• Strong understanding of product lifecycle management, pricing strategy, and portfolio management.
• 2+ years of experience leading Product Management, Product Strategy, or Product Leadership within consumer products, sporting goods, fitness equipment, or similar physical products.
• Excellent leadership skills. You enjoy coaching teams, making decisions, and creating alignment across departments.
• Excellent product judgment. You consistently identify which ideas deserve investment—and which don't.
• Experience working closely with engineering, manufacturing, sourcing, quality, marketing, and executive leadership.
• Comfortable making difficult prioritization decisions with imperfect information.
• Strong analytical skills and the ability to use data alongside customer insights when making product decisions.
• Experience working with overseas manufacturing partners is considered an asset.
• Willing to travel for factory visits, trade shows, customer research, and industry events.

• Competitive salary [Salary Range – $90k-$130k]
• Health Spending Account
• Mostly in-office in a Calgary office you'll actually want to come into
• Relocation support for the right candidate ($15k)
• Employee discounts on all our equipment
• Access to our staff gym
• Opportunity to shape the future product direction of one of the fastest-growing strength equipment brands in the industry

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