Trybe Appoints Erica Martin as Sales Director to Drive North American Growth

Trybe, the modern, end-to-end technology platform powering spas, resorts, and wellness experiences globally, today announced the appointment of Erica Martin as Sales Director, North America. With over 15 years of experience in hospitality technology, Erica joins Trybe to further scale its rapid growth and deepen its presence across the North American market.

A recognized expert in the hospitality and wellness technology space, Erica has spent her career at the forefront of digital transformation for leading hotel and spa operators. She brings a proven track record of helping enterprise and independent properties modernize their operations, unlock new revenue streams, and deliver elevated guest experiences through technology. In her new role, Erica will lead strategic sales initiatives across North America, working closely with ownership groups, operators, and partners to drive adoption of Trybe’s next-generation platform. 

“Erica brings an exceptional depth of industry knowledge and credibility that aligns perfectly with where Trybe is headed,” said Ricky Daniels, Co-Founder at Trybe. “She understands the real challenges operators face because she’s spent over a decade helping solve them. As we continue to expand across North America, her leadership will be instrumental in accelerating our momentum and strengthening our relationships across the industry.” 

Erica’s career has been defined by her ability to bridge the gap between legacy systems and modern, integrated technology ecosystems. Her expertise spans complex, multi-property environments, enterprise sales strategy, and guiding organizations through large-scale digital transformation initiatives. 

“Trybe represents exactly where the industry is going. Modern, intuitive, and built to unify the entire guest journey,” said Martin. “I’m excited to join a team that is not only innovating, but truly listening to operators and building technology that drives real results. There’s a huge opportunity in North America to rethink how spas, wellness, and leisure experiences are powered, and I’m thrilled to be part of that journey.” 

Erica’s appointment marks another key milestone in Trybe’s North American growth strategy, including the recent addition of Shane McMackin, who is leading the company’s Customer Success function in the region.

Shane brings a strong background in both hospitality and spa operations, having worked alongside leading luxury brands to deliver exceptional guest experiences. His recent experience in spa and business management software has given him a deep understanding of how technology can drive both operational efficiency and commercial performance.

At Trybe, Shane is focused on launching and scaling the North American Customer Success team, working closely with clients to ensure they maximize the value of the platform, while also collaborating with the product team to align ongoing development with the specific needs of the market.

Together, Erica and Shane represent a strengthened regional leadership approach, combining commercial growth with operational excellence and client success.

Trybe has quickly emerged as a leading platform for hospitality and wellness operators, offering a fully integrated solution across scheduling, memberships, POS, guest communications, payments, and revenue optimization. With a growing global footprint and increasing demand for unified, cloud-based systems, the company continues to invest in top talent to support its expansion.

Erica and Shane’s appointments mark a significant milestone in Trybe’s North American growth strategy, reinforcing its commitment to delivering both best-in-class technology and the expertise needed to help operators succeed in an increasingly competitive landscape.