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The Management Team
Ace Sporting & Fitness’s team leaders bring decades of diverse experience and a history of success to a form a fast growing and dynamic team. Combining the power of entrepreneurial spirit, creative approaches to challenges with technical and academic savvy, these executives guide the Ace & Fitness team to set new industry standards and deliver innovative products and solutions for customers around the world.


Dr. Atul Parvatiyar
President and Chief Executive Officer

Atul Parvatiyar is the Founder & CEO of Ace Sporting and Fitness. He is also the Founder of Institute for Customer Relationship Management (iCRM) an international provider of research, consulting, training, software, and BPO services to leading global companies. Dr. Parvatiyar is also affiliated with Georgia State University as the Robinson Research Fellow & Managing Director of the Center for Business & Industrial Marketing (CBIM). Previously Atul was a Marketing Professor at the Goizueta Business School of Emory University and the Associate Director of its Center for Relationship Marketing. At Emory he won the Distinguished MBA Educator Award. His expertise areas include customer relationship management and global strategic marketing processes.

An active researcher, consultant and entrepreneur, Atul has worked on strategic and key projects with several leading companies including Allstate Insurance, AT&T, Bank of America, BellSouth, Bose Corporation, Budget Rent-A-Car, The Coca-Cola Company, Celcom, Chubb Insurance, City of Atlanta, Georgia Pacific, Interface Advertising, Kimberly-Clark, Kodak, Kuok Group (Singapore), Mavesa (Venezuela), McCann Worldwide, Milliken International, Motorola, Nautilus, Panasonic, Panacea-Biotec, Piramal Enterprises, Procter & Gamble, PRG-Schultz, Shoppers’ Stop (India), Siemens, SMC Corporation, State of Georgia - DOAS, Telekom Malaysia, Toyota, UPS and Xerox among others.

He has published several books and articles as well as industry best practice studies. Often invited as keynote speaker at industry forums, Atul recently led major projects for Grocery Manufacturers Association (GMA) and Foodservice Sales and Marketing Association (FSMA) on assessing the “Value of Outsourcing Sales and Marketing by CPG Companies.” He also chairs the steering committee for implementation of best practices in retail post-audit recovery consisting of members from leading retail and vendor organizations.

Atul during his younger years was an active sportsperson representing the State of Uttar Pradesh in India at the Junior National Football (Soccer) Championships. He played as goalkeeper for Banaras Hindu University (BHU) and also represented his college in cricket. He was presented a Gold Medal by the International Olympic Committee for outstanding voluntary services as Venue Protocol Manager during the 1996 Olympic Games in Atlanta. Atul also received a gold medal as Manager of BHU basketball team that won the All-India Inter-University Championship in 1983.

Brad Kesel
Vice President

Brad Kesel is Vice President, Projects and Business Development for iCRM in Atlanta. Brad brings nearly 20 years of process engineering, sales, marketing, and new product development experience to iCRM. In this role, he has delivered consulting and research services for several global Fortune clients. Previous to iCRM, he was Founder and CEO of an application service provider, VOC Systems, which delivers a patented customer feedback solution to various service industries. The VOC service is now available as part of iCRM’s research offering. Prior to VOC, he spent 14 years with Fortune 500 firms Texas Instruments, WR Grace and Parker Hannifin, where he held positions as process engineer, sales engineer/account manager, product manager, market manager and new product development manager. He has earned three patents in areas ranging from customer feedback processes to a thermal management solution for portable computers. Brad holds an MBA from Emory University's Goizueta Business School and a BS in Engineering from Lehigh University.

Palani Periakaruppan
Executive Director

Vivek Sood
Head Retail Sales

Anil Mehra
National Sales Manager

Joseph de Leon
Chief Marketing Manager

Joseph de Leon is a Strategic Planning Consultant for iCRM in Malaysia. Joseph is a Six Sigma Black Belt and has applied his expertise in marketing analysis for clients such as Panasonic Malaysia, Telekom Malaysia and Nautilus Fitness. Prior to iCRM, he has done Six Sigma and marketing strategy consulting work for clients such as Cox Communications, the Atlanta Children’s Shelter and CHRIS Kids. He has done strategic planning and project management for JH Harland in Atlanta. Joseph began his career in new product development and brand management for the Philippines’ largest food & beverage conglomerate, the San Miguel Corporation. Joseph holds an MBA from Emory University's Goizueta Business School in Atlanta, GA and a BS in Legal Management from Ateneo de Manila University in the Philippines. He also founded Fostering Focus, a photography training program and gallery show for Metro Atlanta’s at-risk youth.

Siwa Velayuthan
Finance Manager

For further information about Ace Sporting & Fitness, please contact us from our Kuala Lumpur, Malaysia office.


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