Travis Cox has been in the internet marketing field for almost five years. He started his career at Overstock.com, where he ran the paid-search, natural-search and email programs and helped with affiliates for the auction site. After his time with Overstock, he joined ICON Health & Fitness, the largest fitness equipment manufacturer in the world. As e-commerce manager, Travis manages the Affiliate and SEO programs and oversees all international Direct Response business. Currently the number-one fitness affiliate, ICON runs a Direct Response business for more than eight websites, including NordicTrack, ProForm, Healthrider and Weider. ICON’s affiliate program is ranked in the top 90, and during its busy season, it is one of the top 40 in the CJ network. In November 2009, ICON implemented a successful coupon strategy that helped increase sales by 18 percent and conversion by more than 10 percent.