# Lacey Ford

> Lacey Ford is the chief marketing officer of ABC Fitness, where she applies more than two decades of technology-marketing experience to a business that serves enterprise gym chains, boutique studios and individual coaches. Her career through AT&T, Lightpath, LexisNexis, insightsoftware, Crownpeak and TrueCommerce has centered on making complex growth systems legible: integrate acquisitions, build demand engines, align teams around shared metrics and keep customer needs close to the operating cadence.

- **Role:** Chief Marketing Officer at ABC Fitness
- **Organizations:** ABC Fitness, TrueCommerce, Crownpeak, insightsoftware, LexisNexis, Lightpath, AT&T, XTM International, Wheelhouse Advisors
- **Nationality:** American
- **Education:** Bachelor's degree, Texas A&M University - Mays Business School, Master of Business Administration, University of Texas at San Antonio
- **Known for:** Led the integration of global marketing operations across 14 acquisitions., Introduced a demand-generation strategy that more than doubled marketing-sourced bookings year over year at insightsoftware., Helped increase inbound lead generation from about 25% to 50% of insightsoftware's marketing funnel over roughly six months.

## Career timeline

- **2004-2005** — Worked as an account supervisor at hawkeye.
- **2009-2014** — Served as vice president of marketing at Lightpath.
- **2014-2018** — Served as chief executive advisor at Wheelhouse Advisors.
- **2016-2018** — Advanced through senior marketing and sales leadership roles at LexisNexis.
- **2018-2020** — Led marketing at insightsoftware, including integration work across 14 acquisitions and a demand strategy that more than doubled marketing-sourced bookings year over year.
- **2020-2022** — Served as chief marketing officer of Crownpeak, leading go-to-market strategy and demand generation.
- **2021-2024** — Served on XTM International's advisory board, contributing to rebranding, a corporate website redesign and marketing-team development.
- **2022-2025** — Served as global chief marketing officer of TrueCommerce, with a brief spanning go-to-market transformation, customer growth and retention.
- **2025-present** — Joined ABC Fitness as chief marketing officer to lead global marketing, brand positioning and demand generation.
- **2025-10** — Joined the Fintech Takes and Pipe podcast to explain ABC Fitness's segmented vertical-SaaS go-to-market model.
- **2026-06** — Moderated ABC Fitness's 'Implementing AI: From the Inside Out' panel at the Athletech News Innovation Summit in New York.

## Achievements

- Led the integration of global marketing operations across 14 acquisitions.
- Introduced a demand-generation strategy that more than doubled marketing-sourced bookings year over year at insightsoftware.
- Helped increase inbound lead generation from about 25% to 50% of insightsoftware's marketing funnel over roughly six months.
- Helped reposition core cloud and AI offerings for new enterprise buyers.
- Developed integrated brand and field-marketing programs supporting international expansion.
- Contributed to XTM International's rebrand, corporate website redesign and marketing-team development as an advisory board member.

## Latest updates

- **2026-08** — Highlighted ABC Fitness's acquisition of Replify and framed agentic AI as a way to handle repetitive communications while preserving human connection.
- **2026-07** — Reflected on the Athletech News Innovation Summit panel, arguing that AI capability should be judged by useful customer outcomes rather than the number of tools deployed.
- **2026-06** — Moderated 'Implementing AI: From the Inside Out' with ABC Fitness colleagues Rachana Jain and Madeline Verbeten in New York.
- **2026-03** — Participated in the HFA Show conversation on retention economics, technology, operating realities and member behavior.
- **2025-10** — Appeared on Fintech Takes' vertical-SaaS series to discuss segmented go-to-market design and retention at ABC Fitness.

## Links

- Website: https://abcfitness.com/
- LinkedIn: https://www.linkedin.com/in/laceyaford/

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Profile page: https://yespress.io/lacey-ford
Published by YesPress — https://yespress.io
Last updated: 2026-09-03