In one of its first steps as it transitions its leadership structure from the original Partner Team, Gazelle Sports has named Jennifer Brummitt as its first CEO.

Brummitt, who has been with Gazelle Sports since 2003, “has been instrumental in guiding the development of the company’s current executive team,” according to a statement from the company. As CEO, Brummitt, who was previously director of brand strategy, will continue to lead the executive team and formulate and guide Gazelle Sports’ strategic direction.

The move is part of a plan that will see co-owners Chris Lampen-Crowell, Ken Sung and Jean Sequite step away from daily operations over the next few years. Gazelle Sports has five locations in Kalamazoo, Grand Rapids, Holland, Northville and Birmingham.

“It is absolutely my pleasure to announce Jen as our new CEO,” says Chris Lampen-Crowell, who co-founded Gazelle Sports in 1985. “She has earned the confidence and trust of the Partner Team and every single Gazelle Sports employee she has worked with, led and managed throughout her nearly two decades with us.”

A 17-year Gazelle Sports veteran, Brummitt began as a part-time shipping and receiving staff member and transitioned to the Holland retail floor while finishing her education at Hope College, then transferring to the Grand Rapids retail floor in 2004 before taking on a role in account management for Team Gazelle (team sales division of Gazelle Sports).

In 2007, Brummitt created and managed Gazelle’s e-commerce business, which she continues to oversee. She became director of brand strategy in 2013 and joined the Gazelle Sports executive team in 2018.

“I am honored to have the opportunity to lead Gazelle Sports into the future and I am truly grateful for the foundation that has been built by our Partner Team,” says Brummitt. “We have an incredible team and are uniquely positioned to be able to adapt in a rapidly changing retail environment while remaining steadfast in our commitment to our core values and providing an outstanding customer experience across our channels.”

With Brummitt transitioning to CEO, Gazelle Sports is making additional adjustments to the structure of its Brand Team.

  • Cara Zerbel will take over as director of brand with a focus on building the Gazelle Sports brand, community engagement, strategic partnerships and supporting the company’s Equity, Diversity and Inclusion initiatives. 
  • Christina Morrow will move into the role of marketing manager with oversight of marketing strategy and execution.