Growing a brand across borders, leading more than 120 professionals, and making space for family along the way takes more than ambition. It takes vision, resilience, and the courage to keep learning. As CMO of GymBeam, Beatrix Vojteková knows what it means to grow through challenges while staying true to her values. From female leadership to understanding what women really want from fitness and wellbeing, she shares the lessons behind her journey.
Let’s learn more about her leadership, vision, and advice for women ready to take their next big step.
We’d love to know a little about you. Could you tell us more about yourself?
At my core, I’m an execution-focused strategist who thrives outside the comfort zone. As CMO at GymBeam, I’m deeply passionate about building high-performing teams, scaling e-commerce brands, and solving complex growth challenges with speed and resilience. Outside of work, I’m a proud mother and wife, which keeps me grounded and continually reminds me of the importance of empathy, time management, and presence.
Traveling and stepping into unfamiliar environments are my primary sources of inspiration, they keep my perspective sharp and open to new ideas.
Looking back at your journey at GymBeam, from your early roles to becoming CMO, what experiences and lessons along the way have shaped you as a leader and prepared you for greater responsibility?
Joining GymBeam when we were a lean team of 52 and growing into a role where I now lead over 120 talented professionals across marketing and product has been an extraordinary journey. Scaling alongside the company meant my own leadership capability had to evolve rapidly.
The biggest lesson I’ve learned is that hyper-growth requires a culture of continuous learning, psychological safety around mistakes, and fast operational execution. I hire for exceptional skill combined with human chemistry, people who bring low ego, high ownership, and whom you’d genuinely enjoy sitting down with over coffee after an intense product launch.
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What does female leadership mean to you, and what do you think helps women grow into senior leadership roles?
Female leadership brings high emotional intelligence, holistic perspective, and exceptional prioritization to executive teams. However, two main hurdles often hold talented women back: internal self-doubt or imposter syndrome and the external reality of the mental load and unpaid labor that still falls disproportionately on women at home.
To help more women step into C-suite roles, we need both institutional support like equitable domestic partnerships and flexible workplace frameworks and proactive mentorship that empowers women to own their value and step forward into strategic roles before feeling 100% ready.
You now lead an international marketing team across different countries. How has working with people from different cultures shaped your approach to leadership?
Leading across broader European markets has taught me that effective leadership cannot be copy-pasted. Different cultures bring distinct perspectives on life, priority, wellness, and consumer behavior.
I treat these cultural nuances as invaluable feedback loops that feed directly into our regional marketing strategies. Leadership, to me, is about adaptive management by recognizing that each team and market requires a tailored style to unlock its full potential, rather than expecting everyone to fit into a single rigid box.
GymBeam has grown across many European markets. How do you build one strong brand while still keeping it relevant to local customers?
Our true competitive edge lies in hyper-localization through dedicated local teams. In an automated world, many scale-ups default to fully centralized marketing operations. At GymBeam, whenever we expand into a new market, we establish on-the-ground local teams who natively understand that country’s cultural nuances, buying psychology, and media landscape.
This allows us to maintain a unified global brand core while tailoring our influencer networks, product messaging, and customer experience to resonate natively with local consumers.
What have you learned from working across different European markets about the way people think, shop and connect with brands?
Every market has its own consumer DNA. Polish consumers are highly price-conscious and expect flawless, low-cost logistics like localized parcel lockers. Western European markets are often accustomed to slower dispatch, so our rapid delivery model acts as a major wow factor there.
Italian customers expect high-touch direct communication via DMs and phone channels before
making purchasing decisions. While digital channels are gradually narrowing these behavioral gaps, winning across Europe still requires deeply respecting these regional expectations.
Women are becoming an increasingly influential audience in fitness, health and wellbeing. What changes are you seeing in what female consumers want from brands?
The fitness landscape has undergone a massive paradigm shift. Over a decade ago, the sports nutrition market was almost exclusively dominated by hyper-masculine bodybuilding products focused purely on aggressive muscle gain.
Recognizing this gap early on, we launched GymBeam BeastPink, a product line tailored specifically for female wellness. Today, female consumers aren’t looking for extreme body transformations; they are prioritizing longevity, metabolic health, energy management, and daily vitality. They demand clean formulations, transparent messaging, and products that fit seamlessly into a balanced lifestyle.
How can brands understand different female audiences without relying on outdated assumptions or stereotypes?
It comes down to replacing assumptions with rigorous data and active community listening. Brands fall into cliché traps when they rely on superficial demographics or old marketing playbooks.
We continuously track quantitative category shifts, analyze post-purchase behavior, and actively gather direct qualitative feedback through our customer touchpoints and ambassador networks. When decisions are grounded in real consumer behavior and data, you naturally build communications that resonate authentically.
As fitness and wellbeing become more part of everyday life, what do you think people now look for in the products they choose, and how does GymBeam make sure quality and trust remain at the heart of what it offers?
Consumers are increasingly seeking quality, but ‘quality’ in nutritional supplements can be confusing – is it taste, solubility, or ingredient density? We take on the responsibility of educating our community on how to read labels critically.
To guarantee absolute trust, we control our production through our own manufacturing facilities, subjecting products to rigorous third-party testing for heavy metals, microbiological safety, active compound potency, and complete amino acid profiles. Backed by a 4.7/5 rating on Trustpilot across thousands of reviews, our growth is built on verifiable quality standards, not empty marketing claims.
With AI, data, and digital communities changing marketing so quickly, what do you think will matter most when building genuine connections with customers in the years ahead?
In an era of hyper-automation and AI-generated content, radical authenticity will be the ultimate currency. While AI is an incredible lever for operational efficiency and hyper-personalized customer journeys, it cannot fake genuine human connection or real community trust.
For a brand operating across 18+ international markets, the challenge is maintaining that human touch at scale. The future belongs to brands that use technology to streamline operations while doubling down on human-led community building and transparent storytelling.
As GymBeam continues to grow internationally, what is one challenge you think brands need to be ready for when entering new markets?
The biggest pitfall is underestimating the capital and operational intensity required to achieve true market traction. Many brands expand based on intuition rather than deep market research. They fail to benchmark local customer acquisition costs, regulatory standards, or incumbent competitor strength and run out of runway before reaching critical mass.
International expansion isn’t just about translating a website; it requires fully funding the localization of customer service, logistics, and brand awareness until unit economics stabilize.
On a more personal note, what keeps you motivated outside your work, and what advice would you give to a woman who wants to grow in her career while staying true to herself?
My primary anchor is my family – their support gives me energy, perspective, and balance. I’m also driven by looking back at the journey we’ve built and recognizing how much personal and professional growth has come from overcoming difficult challenges.
My advice to any woman aiming to advance her career is simple: conquer the fear of not knowing everything upfront. Take calculated risks, step into rooms where you feel slightly unprepared, and never compromise your core values to fit a traditional leadership mold. Authenticity isn’t a vulnerability in executive leadership; it’s your greatest strength.
