Motionsoft’s executive leadership team has extensive experience in fitness operations, technology, and finance with former club owners and operators on staff to give you in-the-know, in-the-now answers to your most pressing questions.
Rick Auletta, CEO
With a background in financial technology and a passion for helping mid-sized companies grow to the next level, Rick Auletta and Motionsoft have a lot in common—and it’s part of the reason the company landed on his radar. Throw an interesting marketplace like wellness, add healthy living behaviors and a strong company in growth mode, and he couldn’t wait to get started.
Prior to joining Motionsoft, Rick was the CEO and President of Softgate Systems. He has served as an advisor and as a board member for several companies, including Aerial Applications, The Neat Company, and RewardsNow.
“Excellence starts behind the scenes. It’s why we invest in our people, why our clients invest in us, and why high satisfaction scores continue to drive us—but never surprise us.”
Ed Darwish, EVP of Financial Services and Compliance
As Executive Vice President of Financial Services and Compliance, Ed Darwish has been instrumental in guiding Motionsoft’s success since 2004. His background includes a fateful merging of health and fitness with finance that has provided him the opportunity to help teams and clients understand their goals, mitigate risks, and hit their targets.
“Strength, endurance, and agility aren’t just fitness goals; they’re also markers for strong financial health. Our health and wellness clients understand that more than most.”
Tom Hopkins, CFO
Tom Hopkins is an expert in the combined fields of financial services, IT, and business process outsourcing, and he’s often one the first ones to roll up his sleeves to tackle bottom-line strategy development. Before taking on his current role as our CFO, Tom held financial leadership positions at Bank One (now JPMorgan Chase), E-Duction, Softgate Systems, and iQ Media Group.
“Sound financial success starts with sound relationships, both with the numbers and the people responsible for them. The better you understand both, the easier it becomes to anticipate problems—and their eventual solutions.”
Tony Hotten, Executive Vice President of Product Services
Tony Hotten serves as the Executive Vice President of Product Services at Motionsoft. Prior to Motionsoft, Tony was the founder of Softgate Systems, LLC, a successful payment processing company eventually acquired by IPP of America, Inc. Tony stayed on board and served as VP of Product Development. IPP eventually changed their name to Softgate Systems, Inc and was acquired by TIO Networks, Inc, where Tony continued his role. Prior to Softgate Systems, LLC, Tony was the Director of Business Operations for Live Oak Telecom, LLC. Tony has over 24 years experience in Fintech, product development, payment platform processing, and business operations.
“I’m passionate about creative product development and driving strategic growth. With Motionsoft, it’s about freeing our clients up to do what they do best, so we can do what we do better than anyone.”
Al Noshirvani, Co-Founder and Board Chairman
Since co-founding the company in 2004, Al Noshirvani has grown Motionsoft to be one of the largest software and full-service transaction companies in the health and wellness industry. With a focus on advanced—and beautifully designed—software technology, Al helped translate complex financial transactions into a memorable user experience for operators and members alike.
With the vision of becoming the leading software platform to consumer service businesses’, Al has used his leadership, sales and marketing experience to build one of the most respected brands in the software market. Previously, Al was a founder and Executive VP of Sales for a medical software imaging company, which he successfully exited from.
In 2010, Al was named by the Washington Business Journal as a member of it’s annual “40 under 40” class, which recognizes the Greater Washington region’s brightest young business leaders. He is also a founding member of IHRSA’s Innovation and Technology Advisory Council.
“Motionsoft was built on the premise that relationships matter. Talented teams. Uncompromising commitments to clients. Strong data. These are what build exceptional platforms and exceptional results.”