7 - Alex Glueckler on Turning Finance into a Growth Engine at CrossFit
May 20, 2025
In this episode of 5 to 50: Financial Strategies for Growing Companies, host Jeff Rudner sits down with Alex Glueckler, VP of Accounting at CrossFit, to discuss how finance can evolve from a reactive function into a proactive, strategic partner.
Alex shares insights on simplifying financial metrics, building cross-functional relationships, and creating a finance culture that supports, not stifles, growth. He emphasizes the importance of servant leadership, the balance sheet’s role in long-term sustainability, and the value of early embedding finance in strategic planning. Whether you’re scaling or optimizing, this episode delivers actionable strategies for financial leadership at every stage.
In this episode of 5 to 50: Financial Strategies for Growing Companies, host Jeff Rudner sits down with Alex Glueckler, VP of Accounting at CrossFit, to discuss how finance can evolve from a reactive function into a proactive, strategic partner. Alex shares insights on simplifying financial metrics, building cross-functional relationships, and creating a finance culture that supports, not stifles, growth. He emphasizes the importance of servant leadership, the balance sheet’s role in long-term sustainability, and the value of early embedding finance in strategic planning. Whether you’re scaling or optimizing, this episode delivers actionable strategies for financial leadership at every stage.
What you will learn:
- How to build a strategic finance function that enables growth
- Why simplifying KPIs to 2-3 core metrics creates better alignment and decision-making
- The "Strategic No" framework for finance leaders to guide business decisions
- How to embed finance throughout the organization by building relationships
- Why understanding accounting and finance fundamentals is crucial for business scaling
- How to balance short-term cash management with long-term value creation
- How to develop servant leadership in finance to build a high-performing team
- The critical role of the balance sheet in ensuring long-term business sustainability
Alex Glueckler is an accomplished finance executive with over 18 years of experience spanning accounting, operations, and strategic leadership, with more than a decade in private equity-backed companies from startup to IPO and exit. As VP of Accounting at CrossFit, LLC, he leads global accounting operations, ensuring financial transparency and compliance. Known for aligning financial strategy with business goals, Alex is passionate about building strong stakeholder relationships and driving growth that supports CrossFit’s mission to improve health, happiness, and performance.
Episode Resources:
- Alex Glueckler on LinkedIn
- CrossFit LLC Website
- Jeff Rudner on LinkedIn
- Proseer Website
- Book a Consultation Contact Us
- Download Our eBook Transforming Accounting Solutions
Previous guests include: Sabrina Valle and Jessica Quon, co-founders of the Jam Stand and Mighty Picnic, Tom Hunt, Founder and CEO of Fame, Kenny Dettman, Founder and CEO of TaxNow, Rick Zullo, founder and managing partner of Equal Ventures, Adam Schwartz, founder and CEO of Parable and former co-founder of TeePublic.
Check out our three most downloaded episodes:
Check out our three most downloaded episodes: