Meet the Founders

Adam Berke

Co-Founder

  • Multi-award-winning fitness personality & architect of the “Glamour Gym Movement.”

  • Former Executive Director at IMG Sports Academy, where he worked with elite athletes from every major sports league.

  • Transitioned into technology, leading multiple Silicon Valley AI & software companies to sales success as Vice President.

Gabriel “Cheech” Fernandez

Co-Founder

  • Began his career at Cybex, rising to President of Sales and expanding the brand into South America.

  • Served as a scout for the Cincinnati Reds, fueling his lifelong passion for baseball.

  • Founded G.E.E, which became one of the world’s largest distributors of exercise equipment.

  • Investor in multiple fitness brands and long-time industry leader.

Catherine Mattaliano

Executive Director

  • 20+ years of experience in finance, private equity, and luxury investment

  • Former Chief of Staff at The Trump Group & The D&M Venture Group

  • Passionate investor in couture fashion houses in the U.S. and France

  • Combines business strategy with creative vision

  • Leads F2X’s modeling & talent division, overseeing partnerships, talent growth, and global expansion

About F2X

Our Mission

At F2X, we exist to help athletes, sports teams, and fitness brands unlock the full power of social media. By combining deep experience in sports, fitness, and technology, we accelerate your growth, amplify your influence, and turn your hard work into real opportunities.

Our Story

F2X was founded by industry veterans Adam Berke and Gabriel “Cheech” Fernandez, who bring over 50 years of combined experience across sports, fitness, and technology. Together, they created F2X to bridge the gap between athletic performance and digital presence — empowering today’s athletes and brands to grow faster than ever before.

Why Choose Us?

Athletes aren’t just players — they’re brands. With decades of experience on both the sports and business side, Adam and Gabriel know what it takes to grow influence, attract sponsorships, and build lasting digital legacies.

F2X is where sports, fitness, and technology meet.