Dive Brief:

• Beachbody LLC announced it selected Bryan Muehlberger as its new CIO, according to The Wall Street Journal.

• Muehlberger served as CIO and vice president of information technology for Red Bull for the past four years. At Beachbody, Muehlberger replaces former CIO Eduardo Frias, who left the company to explore other opportunities, said a company spokesperson.

• Muehlberger told The Wall Street Journal that he plans to grow Beachbody’s digital capabilities to help the company expand to international markets. At Red Bull, Muehlberger created the company’s first advanced analytics and data science team.

Dive Insight:

Muehlberger's hire is all about leveraging tech to help Beachbody get to the next level. When it was founded in the late 1990s, the company exclusively sold VHS workout tapes via infomercials. Originally an infomercial-based VHS tape service In 2015, Beachbody completed its first digital transformation and launched an online, on-demand streaming-workout service.

After proving the demand for their product was there — the service now has more than 800,000 members — the company now has its sight set on international expansion. But that can take a greater toll on its backend systems, and Beachbody needs to make sure its systems are up to par before it takes that leap.

In hiring Muehlberger, Beachbody gets an experienced IT leader that can help modernize the company's technology.