St. Louis — MARCH 19, 2018 — TRUE Fitness, a leading manufacturer of fitness products for commercial and retail markets, today announced the appointment of Sally Matheson as chief marketing officer (CMO). As CMO, she will be responsible for managing TRUE’s overall brand and marketing strategy, directing creative efforts with the company’s marketing agency and supporting the entire marketing team.

“Sally brings valuable experience in marketing and in building client relationships to the business. We are excited to welcome her to the team and work together to foster TRUE’s overall growth,” said Chief Operating Officer, Ward Petito.

Matheson comes to TRUE Fitness most recently from Express Scripts where she was a director of market development. In this role, she developed integrated marketing strategies in addition to growing the business through consultative sales. Prior to Express Scripts, she owned her own design company, serving as a field editor for Better Homes & Gardens magazine. Matheson also led the product launch of Jenn-Air, a luxury line of home appliances, in Indiana, Kansas, Kentucky and Missouri.

Most notably, Matheson was director of retail development for Maytag Corporation, now Whirlpool. In the U.S. and Canada, she led a $200 million dealer network distribution channel for marketing and sales. Additionally, Matheson grew store locations from 550 to 700. While at Maytag, Matheson negotiated with the U.S. Army, Air Force (AAFES) and Navy military. Matheson earned her executive MBA from Washington University in St. Louis – Olin Business School. She is passionate about doing volunteer work for her alma mater, Pedal the Cause and United Way.

“I’m eager to utilize my background and skills to support TRUE and build upon the premier heritage Frank Trulaske has created,” said Matheson, now chief marketing officer at TRUE Fitness. “I’m excited to mentor and develop our employees while also building great relationships with our customers.”

Matheson brings over 20 years of marketing and brand management experience to the company. Her insight and expertise with market development will be helpful as TRUE undergoes a rebranding and continues to drive the sales for the business’s full lines of cardio, strength and flexibility fitness equipment. Matheson will be based at TRUE Fitness’ home office in St. Louis, Missouri.


TRUE Fitness is a leading manufacturer of premium fitness products, including full lines of cardio and strength equipment. Dedicated to outstanding quality and superior design, the company and its fitness equipment are consistently ranked among the top in the industry. TRUE Fitness is based in St. Louis, Missouri and has a network of customers throughout the country and around the globe.