Shannon Tracey

Shannon Tracey is the SVP Sales at Xplor Fitness & Leisure, leading the boutique segment, and has been immersed in the industry since 2008 with a front-row seat to its evolution.

She began on the operator side—working at SoulCycle when it was just two locations, and later opening 26 studios across North America for Flywheel Sports—owning everything from hiring and training to go-to-market and launch. As an early hire at Mariana Tek, where she has spent the past nine years, Shannon was charged with building the sales function from the ground up. She focused on partnering with brands that shared a clear point of view on experience—and having those brands as early customers played a meaningful role in shaping the product.

Shannon believes the brands that win are the ones that deliver in the moments that matter—big and small—and that consistency in those moments is what sets great brands apart. This belief is part of Mariana Tek’s DNA and has shaped how the company approaches product and supports its customers.

She remains an avid boutique fitness customer herself, constantly experiencing firsthand what actually sets great brands apart. Shannon lives in East Hampton, New York with her two young daughters. She is a speaker at Beyond Activ Asia in Bangkok, Thailand.