MEET OUR
EXECUTIVE TEAM

Out team of dedicated and creative executives brings to fitsmi decades of experience in media, production, marketing, research, development and behavior modification. Their programs don’t just deliver behavior change – their programs uniquely deliver behavior change in an effective, efficient, and engaging way.

Linda Frankenbach

Linda Frankenbach

Founder and CEO, fitsmi inc.

Linda Frankenbach has over 25 years of executive experience in television and new media, with a particular passion for the creation and early stages of new businesses. She was a key player in the development and management teams of pioneering media brands at Home Box Office, Time Warner Cable and Cablevision, wearing many executive hats from product management, sales and marketing, to business development. She is now applying those skills and relationships to the leadership of fitsmi Inc.

Linda began her career in sales and marketing at the then fledgling Home Box Office division of Time Inc in 1979. Linda served as a senior sales executive and headed HBO’s “cable capital” Denver office in the mid 80′s. She was a senior executive in the launch of Cinemax, The Comedy Channel (now Comedy Central) and Festival, HBO’s effort to attract family audiences to subscription television. At Time Warner Cable in the 1990′s, Linda helped manage the company’s investments in Court TV (now Tru TV) and the Sega Channel and created Parenttime.com, an early internet parenting service co-owned by Time Warner Cable, Procter and Gamble, and Parenting Magazine. She was responsible for the development of DreamShop the first “e-commerce” application for on-demand television and one of the Internet’s first branded shopping destinations. Later, Linda joined forces with cable entrepreneur Charles Dolan to create Sterling Digital, a programming development unit for digital platforms where she spearheaded the analysis and development of numerous niche programming concepts, which became Mag Rack, the cable industry’s first original VOD programming service. In that period, Linda led her team to research numerous new digital subscription content concepts: those dealing with weight issues emerged as the most compelling.

Ms. Frankenbach is passionately concerned about the obesity crisis and believes in the power of digital media to help those who struggle with weight. She created the first online communities offering expert guidance and support to overweight teen girls and to parents of overweight kids, as well as the first online coaching programs for these underserved groups. She founded fitsmi Inc. in 2015 to provide customized online group coaching programs to pharmaceutical and wellness companies who want to go ”beyond the pill” in helping their patients with the co–morbidities associated with obesity.

Ms. Frankenbach serves on the Executive Committee of the non-profit Women’s Campaign Fund (WCF) and is a former member of the Board of Education in Bronxville, NY. She also is on the board of i-tri, an organization that helps in- need girls to develop skills and confidence through training for and participation in triathlons. She holds a B.A. in English from Princeton University and an M.B.A. from Columbia Business School.

Katharine de Baun

Katharine de Baun

Sr. VP, Content + Operations

Katharine de Baun was the co-founder and CEO of Moms Online, the top parenting site on AOL from 1995-1998, when it was sold to Oxygen Media. Moms Online broke new ground in online community, with over 1 million unique users and 100s of volunteers across the country who hosted chats and message boards and contributed hot tips, recipes, and articles. Katharine also wrote maybe the first blog ever, “The Daily Alexander” (later called “Life in Progress”), which was published 5 days a week from 1995-2000 and attracted an enthusiastic and opinionated following. After working for two years at Oxygen Media as Creative Director of Moms Online, Katharine spent several years as stay-at-home Mom to her four children, usually with entrepreneurial gigs on the side. She is delighted to bring over 20 years’ experience in producing online content and community to fitsmi’s ground-breaking coaching programs for teens and families.

Katharine has a BA in French Literature from Princeton University and an MA in Comparative Literature from University of Chicago.

Brian Bell

Brian Bell

Information Technology

Brian Bell’s career spans over 30 years in the Computer Software and Medical Products industry with an emphasis on new and emerging businesses. Mr. Bell spent 14 years at Lotus Development Corporation where as Vice President and General Manager, he had worldwide P&L responsibility for a portfolio of startup and emerging products, with early forays into online learning, software as a service (SAAS), and document management. In his last Lotus position, Mr. Bell served as Sr. Vice President of Lotus’ Knowledge Management Division, with worldwide P&L responsibility for Lotus’ Knowledge Management product suite, as well as Lotus’ Corporate Research Function, and the Lotus Institute, a think tank for thought leadership in Knowledge Management.
Kitty Finklea

Kitty Finklea

Head Coach

Kitty Finklea, is a registered dietitian/nutritionist and certified personal trainer from Florence, SC. She has worked with kids and families for over 20 years to find simple, easy and fun ways to incorporate healthy eating and physical activity into daily habits that last a lifetime. In addition to coaching at fitsmi, Kitty also works with clients and families at a medical fitness facility and teaches nutrition online at a local community college.
Rick Kendall, Ph.D.

Rick Kendall, Ph.D.

Research + Marketing

Dr. Rick Kendall brings to fitsmi over 30 years of experience in marketing and market research in subscription television, as well as medical publishing. He is currently a consultant specializing in cable and new media and has done extensive assignments for Internet-based companies in the fields of pharmaceutical research, healthcare and integrative medicine as well as for new and existing cable channels. His past cable clients include Wisdom (now Lime), Trio, and Lifetime, as well as a number of pre-launch cable channels dealing with content ranging from religion and spirituality, to music, humor, business and lifestyle.

Prior to starting his own practice, Rick was President of Impakt Health, the consumer division of InnoVision Health Media, the nation’s leading publisher of peer-reviewed journals and consumer magazines in the field of integrative medicine. Before he joined InnoVision, he held a number of executive positions at HBO. Most recently, he was Vice President of Marketing for Cinemax where he had responsibility for consumer and trade marketing for the brand.

Before assuming the Cinemax marketing role, Rick was Director of Market Research at HBO. Earlier in his career, Rick worked in market research at Yankelovich, Skelley and White in New York and Abt Associates, Inc. in Cambridge, MA. He has done research in package goods, public opinion and voter polls, newspaper and magazine readership, finance, and social policy issues, as well as media and telecommunications.

Rick is past president of the Board of the New York American Marketing Association, creator of the prestigious EFFIE Awards for marketing effectiveness, and also sits on the board of NYACS, publisher of the GreenBook directories. He holds a Ph.D. in psychology from New York University.

David Arthur

David Arthur

Business Development

David is an experienced Life Sciences Executive and Managing Director of Dacon Pharma LLC which provides pre-launch and inline commercial strategy, planning and valuation solutions to small/mid-sized life science firms developing, launching or managing medicines and devices.

Prior to founding Dacon Pharma, David spent over 20 years with Eli Lilly and Company and Boehringer Ingelheim in a variety of senior marketing and commercial roles developing and launching products both in the US and around the world. David is a graduate of the North Carolina State School of Engineering and holds an MBA from the Duke University Fuqua School of Business.

Benita Gold

Benita Gold

Public Relations

Benita has more than 25 years publicity experience. She was a Senior VP for Dan Klores Communications, one of the nation’s leading firms. Clients have included NYC Langone Medical Center, Beth Israel Hospital, Lincoln Center, BBC TV and Whole Foods Markets.
Debra D'Arinzo

Debra D'Arinzo

Finance

Debra D’Arinzo has over 25 years of finance experience in the television and entertainment industry. She has held management roles in financial planning, analysis and strategy at Time Warner Cable, Speedvision and OLN (now Fox Sports and NBC Sports Network) and Court TV (now TruTV). She is currently specializing in financial analysis and planning. Debra holds a B.A. in Psychology and Business Administration from Gettysburg College and an M.B.A. from the University of Connecticut.