Jeff Veldhuizen, a former Zwift and Nike executive, has been chosen as the new CEO of Expresso Fitness, an immersive and fun American fitness platform, mounted on special stationary bikes, that claims to be “the most advance gamified cardio for your home.” . Veldhuizen, 44, previously served as vice-president of e-commerce and direct-to-consumer for Zwift, the virtual cycling brand. He held senior roles at Nike for more than a decade. Notably, he led the launch of the Nike+ Fuelband. He also served in marketing and merchandising roles at Best Buy, including the launch of Bestbuy.ca.