Keith Leddington is currently Director of Partnerships at FitXR, where he manages partnerships across brand and IP, B2B and enterprise channels, and VR hardware platforms, among others. Prior to this, he held significant roles at what3words, Zwift, and Nike, contributing to his expansive experience in partnerships and business development. Keith is passionate about the intersection of technology and fitness, and has just been awarded an MBA where his thesis explored the unique motivators that encourage people to take up VR fitness as opposed to traditional fitness models.