About Us

They say if you want something done right you have to do it yourself. So we did!

Bia is the result of our frustration with the tools and products for women athletes.

• It’s Cheryl’s fruitless search for a GPS watch that didn’t hurt her wrist or require instructions to use.
• It's Sylvia’s quest for one site to replace three sites, a calendar, and stacks of post-it notes.

Cheryl Kellond CEO / Co-Founder
Role: Hustler, Talent scout, Keep customers smiling
Motto: Pretty form + pretty smile = pretty fast

Cheryl moved to Silicon Valley after graduating from MIT in 1996. She's delivered over $750M in revenue from new products at startups and brand name companies such as Adobe, Yahoo! and E*TRADE. She is a high fiber cereal with magical marshmallow surprises and in her free time juggles 4 kids, a fabulous husband, triathlons and marathons. What started as a way to reset between kids has become a way of life.

Her sights are set on Ironman Lake Placid 2013.

Sylvia Marino CPO / Co-Founder
Role: Data lover, Operations guru
Motto: If you have to ask how cold or how far, why are you here?

Sylvia was an early pioneer in online communities and social media dating back to 1996. She spent over 14 years helping grow companies and communities like Edmunds.com from scratch to millions of members. Sylvia juggles her own crew of 3 kids and an entrepreneur husband. After a season of triathlons, she realized open water swimming was her calling. She has over 125 Alcatraz crossings and was part of an all-women's English Channel relay team.

Tim Pfafman Lead Architect
Role: Server guru who's built this before
Motto: Been there. Done that.

Tim's built a sports tracking site and a GPS/GSM based tracking device. He has a BS from MIT and a PhD from Berkeley, has done work for NASA, and has founded and sold his own start-up. Although Tim is a server side guru, he brings a full hardware team from his last job with him to Bia. Besides being a technical genius and all around good guy, Tim is also an avid cyclist.

The extended Bia team brings experience from Apple, Nike, Jawbone and Fitbit and is working with a leading manufacturing and supply chain firm.