Management Team
Bill Byrne, Owner
Born and raised in New Jersey, Bill Byrne is a graduate of Rutgers University. Bill moved to the Pacific Northwest in 1989 where he began his business career in the field of electronic components and printed circuit board assembly. Over the span of nearly 20 years, he worked his way from an inside sales position to senior global account management. As the technology sector experienced unprecedented worldwide growth Bill honed his business abilities and traveled extensively both domestically and internationally working with customers around the globe.
The hunt for a new, personal business challenge led Bill to the 2007 acquisition of Exercise Specialties, Inc. of Everett, WA. Since that time Bill has built a strong team and helped to guide the expansion of Pacific Fitness Products to a company of 30 employees now serving five Western states. Under his leadership, Pacific Fitness Products remains committed to offering our customers cutting-edge fitness technology, professional project design, and highly qualified in-house/post-sale equipment servicing.
When he isn’t serving as our “fearless leader,” Bill can be found golfing, fly-fishing or rooting on our local sports teams. He’s also a proud Dad to two terrific grown sons!
Michaela Gordon
Director of Operations
California-raised and Pacific Northwest-based, Michaela joined the PFP team in 2023 with a passion for continuous improvement and a drive to optimize business processes.
She thrives on learning new skills—whether it’s exploring NetSuite features, setting up networked fitness, or sourcing new warehouse locations—and brings a problem-solving mindset to every challenge. Michaela values strong relationships and enjoys connecting with customers, vendors, and partners alike.
Alicia Carrithers
Marketing & Business Development Director
Alicia Carrithers is the Business Development and Marketing Director at Pacific Fitness Products, where she combines her marketing background with her passion for fitness. Since joining the company in 2019, she has led business development efforts and marketing initiatives that drive growth and strengthen client relationships. Her work spans digital marketing, social media, brand strategy, email marketing, and visual design.
With a degree in Marketing and Advertising Management and over a decade of experience, Alicia brings a strategic, results-driven approach to every project. As a certified fitness trainer with hands-on experience in personal training, indoor cycling, TRX, interval, and weight training, she offers a unique perspective—blending marketing, business development, and a deep understanding of wellness and movement.
Eric Luncinski
Regional Field Service Manager
Since his entry into the fitness industry in 2007, Eric has built two service departments from ground level to fully operational. Eric feels his passion for the service field happens when he and his crew are able to successfully solve problems and enhance the overall satisfaction and customer experience.
Running one of the only in-house service groups in the fitness industry, Eric develops and mentors his team members to provide meaningful service for our customers and not always the company’s bottom line. His credo is: “we are only as good as our last visit” and to never take his clients for granted.