Joel Toledano

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CEO and Founder

Joel Toledano

I started Tabata Times to solve a very simple problem I was experiencing in CrossFit: there are over 4,000 boxes creating piles upon piles of great training and nutrition content every single day, but no one is finding any of it! (Try a little experiment: How many CrossFit affiliate sites do you check regularly – one, two, maybe three on a good day?  Now ask a few folks at your box to confirm you are not crazy.) We have been overwhelmed by the great response we have received from CrossFit owners and athletes who have been frustrated by the same problem in their own quest for fitness.

I have a deep athletic background in weightlifting and endurance sports as a former half-Ironman triathlete and ultramarathoner, and I have been an avid CrossFitter since 2010. In my professional life, I am an experienced startup entrepreneur and Internet executive with deep experience in local, mobile, search and advertising.

Prior to founding Tabata Times, I served as Executive Director, Shopping Operations at (Nasdaq: LOCM) where I led product strategy and development for the shopping business unit after they acquired my startup, Krillion, Inc. in 2011. I was the co-founder and founding CEO of Krillion, which was the premier provider of up-to-the-minute data on where specific products were sold and which local retailers had them in stock and at what price by aggregating and structuring millions of data points from retailers and major brands across the US.

Formerly, I was the Director of Business Development for Yahoo! Search, where I established and managed strategic partnerships that generated over $1.2 billion in new revenue and grew search market share. Before joining Yahoo!, I ran business development for until it was acquired by Primedia in 2001. I began my career as an attorney with Wilson, Sonsini, Goodrich & Rosati, where I represented and advised public and private companies in corporate securities work, IPOs and acquisitions.

I hold a BA in Economics and History from Binghamton University (NY), where I graduated with highest academic honors, and a JD from Georgetown University Law Center, where I was a John M. Olin Scholar in Law & Economics.

In my spare time, I like to cook and practice my (average) French. A bottle of good wine helps both considerably!

Contact Joel at

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