Brian Shoemaker

Building the luxury fitness club of the future sounds like a tagline — at Life Time, it's actually my job. I run Life Time Labs, our internal R&D team, as Senior Director of Innovation. Previously, I owned the mobile product strategy for Life Time's mobile apps, used by over a million people monthly — work that shaped how a major fitness brand thinks about its digital experience.

Iowa-raised, MIS degree from Iowa State, MBA from the University of Minnesota Carlson School, 24 years across Intel, Dow Jones, Thomson Reuters, Bloom Health, and eventually fitness tech. I care about data, human performance, and great product experiences — and increasingly, how technology can drive meaningful progress in climate and energy.

Outside of work: endurance athlete (Ironman finisher, now mostly gravel and MTB), self-taught guitarist of three years who has not yet been asked to play at any weddings. I've been married for almost 25 years and dad to two great kids and a goldendoodle.

Contact

hello [at] brianshoemaker [dot] com

You can also find me on LinkedIn.

Professional History

Senior Director of Innovation and Digital Experience

Feb 2016 - Present

I currently lead the Life Time Labs team and own the strategy for our mobile apps. We provide a safe space to experiment with innovative technologies and ideas, and help our members unlock the value of their membership. Learning something new every day.

Director of Software Engineering

Jan 2014 - Feb 2016

Led the Bloom Health Engineering team to deliver "Bloom 2.0", greatly expanding Bloom's product shelf and supporting 50% year-over-year membership growth. Learned how to get "scrappy" and nurture a collaborative team in a fast-paced environment.

Development Manager

Jun 2011 - Dec 2013

Several leadership roles with development teams at Thomson Reuters building web applications and APIs, including thomsonreuters.com, corporate web products, and authentication platform. Learned how to improve and elevate a very geographically dispersed team.

Development Manager

Aug 2007 - Jun 2011

Led development of Dow Jones news and financial services products with an emphasis on content delivery and integration over the web. Embraced the importance of data vizualization and learned how to lead a team.

University of Minnesota Carlson School of Management

University of Minnesota, MBA

2004 - 2007

Business degree from UMN's Carlson School of Management. Specialized in technology. Gained a new global perspective via study-abroad in Shanghai, China.

Software Development Consultant

Oct 2003 - Jul 2007

Contract software development for Born, later acquired by Fujitsu Consulting. Joined clients' existing software development group to lead new projects, assist with existing development projects, or review current projects for best practices. Learned to wear many hats.

Software Engineer

Jun 2000 - Oct 2003

Developed internal applications to support Intel's corporate goal of becoming a "100% e-business corporation". Learned how to work as part of a team.

Iowa State University, MIS

1996 - 2000

BS in Management Information Systems from Iowa State University.

Recent Races

I race triathlon, MTB and gravel throughout the year. Check-out full race results on Athlinks.

Race results
Name	Date	Location	Age	Gender	Overall	Time
LT Games	10/25/2025	Minneapolis, MN	5 / 13	40 / 75	68 / 118	1:01:30
Chequamegon 40	09/13/2025	Hayward, WI	39 / 295	125 / 1150	125 / 1256	2:49:21
Leadville Trail 100 MTB	08/09/2025	Leadville, CO	115 / 373	346 / 1136	369 / 1307	9:28:17
Big Sugar	10/21/2023	Bentonville, AR	32 / 172	110 / 569	111 / 645	6:53:17
Chequamegon 40 (with Jack)	09/16/2023	Hayward, WI	227 / 324	896 / 1323	970 / 1464	4:05:32
Big Sugar	10/22/2022	Bentonville, AR	26 / 142	153 / 547	196 / 660	7:10:06
Chequamegon 40	09/17/2022	Hayward, WI	55 / 277	177 / 1166	181 / 1272	2:51:04
Lutsen 99er	06/25/2022	Lutsen, MN	51 / 139	190 / 497	204 / 553	6:49:58