Your Trusted Merchandise Partner

Edward Hertzman is a leading voice in the global apparel industry and the founder of Sourcing Journal and Athletech News. With a rare blend of supply chain expertise and deep fitness industry knowledge, Eddie understands what studios and brands need — and how to deliver it at scale.

He has built long-standing relationships with top-tier suppliers, manufacturers, printers, and decorators worldwide, helping ASL partners bring premium product to market faster through retail-ready merchandise programs that drive real revenue.

A veteran of the apparel industry with 10+ years of experience at Calvin Klein and other leading brands, Amanda brings a deep background in merchandising, design, and product strategy to Active Source Lab. She partners closely with studios and national operators to build premium, retail-ready merchandise programs — creating assortments that reflect each brand's identity while maximizing member engagement and profitability.

Eric leads partner growth and the sales organization at ASL. He works directly with fitness and wellness brands to design scalable merch programs—ensuring every client receives a high-touch experience, clear timelines, and a solution that fits their operational needs.

Melissa leads client success and ongoing merchandising support, ensuring ASL partners are set up for long-term growth. She works closely with studios to optimize product drops, refine assortments, and execute seamless launches that keep members engaged and coming back.