Luke Horsfield

Commercial professional with extensive cross-functional experience of CapEx medical devices for cardiopulmonary diagnostics and physiological measurement across secondary care, clinical research, private medicine, professional sport and higher education markets. Experienced across new product introductions, new category introductions, market and segmental positioning and lifecycle management. Provides sales channels with product focussed sales enablement— product and feature positioning, benefit specification and objection handling—reducing frustration and waste from duplicated problem-solving.

User-centric, with high sensitivity and commitment to identifying and eliminating user pains, latent friction and ‘silent irritants’ across customer touch points and internal, operational processes. Bridges technical, commercial and regulatory domains all the way from R&D to the end-user. Able to translate customer insights into actionable user stories and simplify complex, technical topics for sales materials, customer education and marketing.

Well versed with long and consultative sales cycles with multi-disciplinary stakeholders, managing high value items and bundled laboratory installations. Strong empathy – with long personal experience in all aspects – for the cross functional challenges of back office sales, technical support, field sales, service engineering, application support, delivery logistics, dealer and service partner relationship management. Operates reliably within quality frameworks, supporting compliance through accurate communication, documentation and responsible commercial messaging.

Experienced with Microsoft CRM for all aspects of sales, service and support management, and Power BI dashboard interpretation for data review and insights.

Business Development Consultant - Self-employed

(2026 - 2026)

• Providing product and application expertise in cardiorespiratory diagnostics, marketing and sales to COSMED Srl. (cosmed.com, manufacturer) and Intermedical (intermedicaldirect.co.uk, reseller).

Return to UK – Family relocation and career break

(2025 - 2025)

• Returned to the UK following marriage and the birth of our child; took planned time to relocate, visit family overseas and support my mother with a house sale and move.

Product Manager - Marketing - COSMED Srl - Italy

(2022 - 2025)

• Supported commercial aspects of product management to complement an existing technical PM team
• Led B2B and B2C discovery, opportunity hypotheses, value propositions, segmental positioning and go to market strategy.
• Worked on two major new products, a stand alone, proprietary CPET device with firmware and UI, and a proprietary PC software module utilising third party OEM libraries and hardware.
• Created a bespoke, multi-user PM platform in Notion to manage the backlog, open departmental silos and promote Agile processes.
• Produced copy and technical writing and editing across the product portfolio.
• Supported international subsidiaries and dealers with product detail and sales enablement.
• Contributed to validation & verification within R&D

Territory Manager – British Isles - COSMED Srl.

(2011 - 2022)

• Responsible for five major product categories across diverse specialities including pre-operative risk assessment, cardiology, pulmonology, ICU, endocrinology, clinical research facilities and sport science.
• Won the company’s first UK secondary care sales and progressively took full portfolio ownership across the UK territory, matching established sport science market segment revenues with secondary care growth.
• Negotiated and managed reseller and service partner relationships, led a small direct operational team and integrated with back office support in head office, Italy.
• Managed the introduction of two new product ranges as a result of two company acquisitions, as well as several proprietary and partner product introductions.
• Led a strategic shift from remote to onsite service provision, resolving major customer pain-points; introduced a biomedical engineering service partner and created tiered service and support contracts, realising a new revenue stream, reduced net costs and reversing negative customer perceptions.
• Secured prime brand placement in the Skyfall James Bond movie while providing a suite of exercise laboratory equipment and technical support during filming.

Application Specialist - EMEA & UK - COSMED Srl.

(2008 - 2011)

• Installation and training, product and application expertise for end-users and dealers across the UK and in twenty EMEA countries.
• Delivered under- and post-graduate university lectures in Cairo, Portsmouth and London.
• Field servicing and on-demand call-outs for technical troubleshooting and repairs. Delivered technical service training in Japan, to UK colleagues and partners.

CPET Services Consultant - Self-employed

(2005 - 2008)

• CPET set-up services to hospital departments and private providers.
• Testing, patient onboarding and lifestyle management for a cardiac rehabilitation centre.
• CPET, lifestyle management, general fitness and performance coaching for a broad range of client requirements.
• Won a nationwide, personal-fitness success competition with a client.
• Began a commercial partnership with COSMED, simultaneously launching a new CPET product, creating a new product category and entering into a new market (fitness industry).

Senior Cardiac Physiologist (MTO4) - Various Hospitals

(1995 - 2004)

Served in several NHS hospitals engaged in cardiac rehabilitation, all aspects of non-invasive cardiology and some invasive cardiology. Specialised in exercise tolerance and cardiopulmonary exercise testing (CPET).

• Consistently advocated for implementation of proven protocols, procedures and guidelines to optimise testing and reporting.
• Pivotal in the development of a new and marginalised CPET service into a priority decision‑making assessment for interventional cardiology and congenital cardiac surgery.
• Regularly presented test results and discussion at weekly multidisciplinary team meetings among consultants and surgeons.

MSc - Exercise Science (unfinished) - Luton University

BA - Sports Studies with American Studies - University of Wolverhampton & Northern Arizona University

HNC - Medical Physics and Physiological Measurements A Level - Law