Fitness equipment giant Nautilus has named James "Jim" Barr IV as its chief executive officer.

Barr will take over the role on July 29 and will also join Nautilus' board of directors.

A digital and e-commerce veteran, Barr joins Nautilus from Ritchie Bros., a specialist in sales of used industrial equipment, where he was group president.

With a track record of transforming and growing large scale digital and multichannel businesses, Barr spent 12 years as an executive in Microsoft’s online businesses.

His roles at the tech giant included a stint as general manager of MSN Business Development, where he partnered to bring revenue, content and capabilities to the MSN network. He also headed the company’s B2C online businesses as general manager of commerce services.

“As Nautilus continues to transform its business, leveraging technology to provide our customers a personalised fitness experience, we are excited to have Jim Barr, with his extensive technology and digital expertise, to drive Nautilus into its next era,” said M. Carl Johnson, III, chair of the board of directors of Nautilus.

“Jim’s proven capabilities of driving growth through people leadership, consumer-driven marketing, innovation and technology, and digital prowess will greatly enhance Nautilus’ plans to extend its global fitness position.”

On his appointment, Barr said: “This is a time of tremendous opportunity for Nautilus, as technology evolves fitness through connected devices and software experiences, Artificial Intelligence (AI), greater customization and depth of customer interactions, and other capabilities that vastly improve the way we live healthy lifestyles.

“With leading brands, high-quality global cardio and strength products, passionate employees, and world-class strategic partners, Nautilus has strong potential to deepen relationships with customers and build on its strong heritage as a leader in fitness.”

US-based Nautilus' fitness brand portfolio currently includes Bowflex, Modern Movement, Octane Fitness, Schwinn and Universal.