Maria Risman

Background

About Maria Risman

With a background in Big 4 accounting and nearly a decade of hands-on experience in the startup space, I’ve worked behind the scenes to help some of the most respected fitness and wellness brands scale with clarity, control, and confidence. From Barry’s and Core Collective to BXR and LVL Wellbeing, I’ve seen firsthand what separates businesses that grow sustainably from those that struggle: a strong financial foundation, smart systems, and clear, actionable insights. Now I partner with early-stage and scaling brands in the fitness, health & wellness, and lifestyle sectors to implement strategic financial frameworks that support long-term growth. Whether it’s investor readiness, budgeting, KPI development, or business modelling, I translate complex financial data into insights leadership teams can actually use, making finance more approachable, more useful, and more deeply integrated across the business. I serve as a trusted financial partner; someone who not only understands the numbers but knows how to communicate them across teams, challenge assumptions, and help leadership make confident, data-driven decisions. My approach includes- Fractional CFO & Strategic Advisory – I lead financial operations, from building internal systems and team oversight to managing investor relationships and business planning- Financial Modelling & Forecasting – I develop dynamic, easy-to-use models that support fundraising, expansion, and decision-making- Planning & KPI Design – I help founders set clear goals, define what success looks like, and create the structure to get there- Cash Flow Management - I implement systems to monitor, forecast, and optimise cash flow, ensuring financial stability and flexibility through all stages of growth- Founder & Leadership Collaboration – I act as a financial co-pilot, balancing strategic insight with hands-on execution and cross-functional alignment. I’ve held finance leadership roles across high-growth brands, often stepping in as the first in-house finance hire and helping build the function from the ground up. My experience spans both technical and commercial finance, making me uniquely positioned to bridge the gap between big-picture strategy and operational execution. I’m passionate about helping businesses grow with intention, combining clear financial strategy with calm, confident leadership. Let’s connect! I’d love to talk about your goals and how a smart financial strategy can help you achieve them.