Scottsdale, AZ — May 15, 2026 — 10X Health, a leader in personalized health optimization and performance-driven wellness solutions, today announced the appointment of Craig Gatzlaff as Vice President of Sales, further strengthening the company's executive leadership team as it accelerates growth across its precision health, human performance, and longevity platform.
Gatzlaff is a seasoned sales and marketing executive with more than 20 years of leadership experience, driving more than $3.6 billion in cumulative revenue across direct-to-consumer, SaaS, wellness, and performance healthcare industries—with sales leadership experience spanning several publicly traded organizations, including at the IPO stage.
Gatzlaff cut his teeth in sales and entry-level leadership at NordicTrack under the publicly traded CML Group, before a nine-year run within the DFXI / Bowflex / Nautilus Inc. group, where he played a key sales leadership role during one of the most notable growth periods in the category. During that tenure, the organization was ranked the #1 small-cap growth company on NASDAQ out of approximately 10,000 publicly traded companies—and #2 the following year—reflecting exceptional market performance and execution.
His impact was featured in the book Creating the #1 Sales Force: What It Takes to Transform Your Sales Culture, highlighting his role in building and scaling a top-performing, industry-leading sales organization.
Gatzlaff brings deep expertise across direct-to-consumer, subscription revenue models, high-ticket consultative sales, and performance-driven marketing ecosystems, with experience spanning fitness, performance healthcare, cybersecurity, and cloud infrastructure. He is recognized as a builder and operator with a consistent ability to align sales, marketing, and operations to accelerate revenue growth, improve conversion efficiency, and maximize customer lifetime value.
"Craig is exactly the type of leader you want running your revenue engine," said Brandon Dawson, Chairman and CEO of Cardone Ventures & 10X Health. "He's built and scaled elite sales organizations inside publicly traded companies during peak growth periods, and he brings the accountability, discipline, and operational rigor required to scale 10X Health into a global platform."
In his role, Gatzlaff will lead 10X Health's sales organization with a focus on scaling revenue across the company's consumer, telehealth, clinical, and enterprise channels, driving growth through disciplined execution, team development, and cross-functional alignment across sales, marketing, and operations.
His appointment is part of a broader expansion of 10X Health's executive leadership team, which includes Jeff Zwiefel as President and COO, Dr. Kent Bradley as Chief Medical Executive, Shivani Kaul as Chief Legal Officer, Ashish Bhuskute as Chief Financial Officer, Prasanna Sivakumar as Chief Technology Officer, and Will Sliger as Chief Marketing Officer - collectively bringing decades of experience scaling complex organizations and delivering measurable business outcomes.
About 10X Health
10X Health is a personalized health and performance company focused on helping individuals unlock their full potential through data-driven insights, advanced diagnostics, and targeted wellness protocols. By integrating science, technology, and lifestyle interventions, 10X Health delivers customized solutions designed to improve energy, performance, and long-term health.
