Spencer Manio picks out the right music that meshes with a company's brand.
And the 39-year-old Seattle resident is picking out "aggressive electronic music" to play at Under Armour stores, Manio tells NPR.
He can't reveal the songs just yet, but NPR writes that "there will likely be mainstream songs by Skrillex and Calvin Harris, who soundtrack many a CrossFit and 'bootcamp' experience."
You could also hear Hudson Mohawke, Rustie, Baauer, Lunice and TNGHT next time you're buying Under Armour workout shorts.
"If he pulls it off right, he'll communicate the brand, intrigue the consumer and expose people to extraordinary music," NPR writes. "Essentially he's trying to help Under Armour convince you, whoever you are, even if your body is not a temple, that you could be in the Olympics."
Read more about Under Armour's music guru here