Erica Minter has been representing the Power Plate brand in Asia Pacific since 2007, through various changes of ownership. Based in New Zealand she currently looks after the Japanese, Australian, New Zealand and South African distributor markets. Erica holds a Bachelor of Science degree, a Graduate diploma in Marketing, and a Masters in Digital Business. She is interested in health-tech, and how digital technologies are shaping the trajectories of the fitness and wellness industries. Her favourite project currently is her involvement in the development of a workplace wellness engagement solution for the Japanese Power Plate distributors. Marathon training is usually on her agenda and the change of workstyle brought about by the lack of international travel the past 18 months made space for her to welcome a “COVID puppy” into her life.