Steve Black
Head of Product, Principal Product Manager, Director of Product
Laguna Beach,CA
Summary
I love building products people actually use - mobile apps, connected hardware, and subscription platforms at Nike, Adidas, and Bowflex. 15+ years relentlessly pursuing the delightful moments that earn a product its place in someone's day. 17 patents along the way, side effects from efforts to find creative solutions to real user problems. Lead crossfunctional teams up to 15, including 3 direct PM reports. Daily AI workflow across Claude, ChatGPT, Gemini, Grok, plus vibe tools like Lovable and v0. Always testing what's possible. Writing and prototyping product at www.steveandthedogs.com.
Overview
16
16
years of professional experience
Work History
Principal Product Manager
FluidLogic
10.2024 - Current
- First PM hire. Built and shipped FluidLogic's first consumer product - a BLE-connected hydration system for motorsports, military, and outdoor performance. From blank canvas to launch with no prior roadmap, backlog, or PM precedent.
- Shipped the FluidLogic consumer app in 90 days - hit the hardware launch deadline despite starting from zero.
- Designed connected-device onboarding from scratch - first-time pairing, firmware updates, offline-first sync. Cut drop-off 20%.
- Built engagement around race-day rituals - cadence-based personalization raised retention 15%.
- Defined the product operating model - discovery, shipping cadence, hardware+software dependency map - that became the team's working system.
Principal Product Manager
All Points North
05.2023 - 10.2024
- Led product for All Points North, a multi-state mental health practice. Built AI-augmented intake and lifecycle engagement that increased access, conversion, and treatment outcomes for clients across the care journey.
- Built an AI-powered intake assessment that personalized care recommendations from first contact - lead conversion up 16%, engagement up 25%.
- Designed real-time AI scripts for intake specialists - surfaced the right questions, the right pacing, and the right next step during conversations with clients in crisis. Client satisfaction reached 95%.
- Replaced fragmented payment workflow with a Stripe-based platform - cut 3rd-party payment recovery 3x and gave clinicians back their admin time.
- Unified client-therapist scheduling across the multi-state practice and 3+ internal systems.
- Operated inside a value-based care frame - designed engagement systems around treatment outcomes, not session volume.
- A multi-state mental health practice
Lead Product Manager
Bowflex (Nautilus Inc.)
05.2021 - 05.2023
- Owned product strategy for Bowflex JRNY - a connected fitness subscription platform across mobile, web, and hardware. Managed 3 PMs and led a cross-functional team of 15.
- Killed the mandatory fitness assessment that was blocking new users from their first workout - replaced it with light preference questions and instant recommendations. First-session workout starts up 21%.
- Grew subscription revenue 21% and 12-week retention 29% through pricing strategy, lifecycle optimization, and a mobile-only plan that drove 20% incremental revenue.
- Used Amplitude to find July users retained 2x vs. January - shifted acquisition strategy and lifted LTV 25%.
- Boosted feature adoption 23% through personalized workout recommendations - and lifted app store ratings 34% by prioritizing quality over feature velocity.
- Hired, onboarded, and coached 3 Product Managers - built PM team culture and operating cadence from scratch.
- Integrated Apple Health, Google Fit, Strava, and Fitbit for ecosystem-wide data sync.
Senior Product Manager, Nike Training Club
Nike
12.2019 - 05.2021
- Owned daily engagement, subscription conversion, and retention for Nike Training Club (NTC) - one of the world's most-used fitness apps. Shipped AI-driven personalization across millions of users.
- Asked the question that changed the product: "what makes this app valuable in the other 23 hours when users aren't working out?" - redesigned the workouts tab for daily habit, doubled daily engagement, drove 40% more workout starts.
- Shipped AI-powered workout recommendations using behavioral signals - 15% engagement lift, 13% app revenue gain.
- Drove 270% user growth via a free subscription promotion - built and scaled the acquisition playbook.
- Lifted week-one retention 19% through onboarding and activation redesign - focused on first-session success.
- Expanded cross-platform engagement 30% by launching a unified Home tab across NTC, NRC, and Nike app.
Lead Product Manager
Adidas
10.2014 - 07.2019
- Led product strategy for Adidas Innovation's digital wellness portfolio - the AllDay subscription fitness app and SmartBall, a first-of-its-kind connected smart ball that paired with mobile to coach technique. Drove concept-to-launch of new digital products using ML, sports science, and UX design.
- Launched SmartBall - a first-of-its-kind connected smart ball that paired with mobile to coach technique. Designed the app from scratch with no existing UX patterns to reference for connected-ball products.
- Drove daily engagement 44% on the AllDay subscription fitness app through a hardware-software-content loop.
- Expanded weekly active use 28% through ML-powered coaching personalization.
- Lifted retention 22% through gamification and achievement systems - and 16% through onboarding redesign.
- Adidas Innovation's digital wellness portfolio
Senior Product Manager / Product Manager
Adidas
11.2010 - 10.2014
- Led product development for miCoach - one of the first real-time digital coaching platforms - and launched RunGenie, a sensor-based retail recommendation engine. Built the data infrastructure and wearable-integrated coaching that powered Adidas's digital products across iOS, Android, web, and hardware.
- Shipped miCoach real-time coaching across wearables, mobile, and web - one of the first platforms to pair live workout data with personalized digital coaching.
- Built RunGenie - a sensor-based retail platform that delivered personalized footwear recommendations from in-store biometric data.
- Improved workout completion rate 27% through UX and personalization redesign.
- Increased engagement 24% by replacing static coaching with data-driven, behaviorally adaptive recommendations.
- Delivered 200+ behavioral product insights - the analytics foundation for personalization across Adidas digital products.
Education
Bachelor of Science - Physics
University of Oregon
Skills
- Product Leadership
- Product Strategy
- Vision
- Roadmap
- Discovery
- Go-to-Market
- Pricing
- OKRs
- Prioritization
- Team Leadership
- Cross-functional Teams
- Direct PM Reports
- Hiring & Mentorship
- Stakeholder Communication
- Growth & Engagement
- Subscription
- Lifecycle Marketing
- Retention
- A/B Testing
- AI-Powered Personalization
- Recommendations
- Surfaces
- Mobile
- IOS
- Android
- Web
- Connected Hardware
- Wearables
- Embedded
- Domain
- Digital Health
- Consumer Fitness
- Sport & Performance
- Behavioral Science
- Technical & AI Tools
- BLE/IoT
- REST APIs
- Amplitude
- Mixpanel
- Figma
- Claude
- ChatGPT
- Cursor
- Lovable
- V0
Patents
17 Patents in sport, fitness, and technology (digital and hardware)
Work Preference
Work Type
Full TimeLocation Preference
On-SiteRemoteHybridTimeline
Principal Product Manager
FluidLogic
10.2024 - Current
Principal Product Manager
All Points North
05.2023 - 10.2024
Lead Product Manager
Bowflex (Nautilus Inc.)
05.2021 - 05.2023
Senior Product Manager, Nike Training Club
Nike
12.2019 - 05.2021
Lead Product Manager
Adidas
10.2014 - 07.2019
Senior Product Manager / Product Manager
Adidas
11.2010 - 10.2014
Bachelor of Science - Physics
University of Oregon