JAMi McFarland

PRIMARY RESIDENCE: Salt Lake, Utah

WHY WHITE PINE ATHLETICS: We started White Pine Athletics to fill two gaps: First, we thought that not enough emphasis was placed on the needs of the athlete overall in the fitness industry, and second, we noticed that a lot of people who wanted quality training weren't getting it because they lived their lives on the road. We wanted a company that focused on injury prevention as well as the strength and conditioning needs of the athlete. And we wanted to provide an elite level of service to our clients.

TELL US ABOUT YOURSELF: By day, I'm a senior executive in enterprise technology, leading large customer success organizations and helping companies drive value from their software investments. White Pine Athletics is where I get to apply that same operational mindset to something close to home.

WHAT DRIVES YOU AS AN ATHLETE: Being a bit better than I was yesterday.