Craig Hoffman is an entrepreneur with over 25 years of business development and strategic planning experience across various professional interests, from sales and marketing to biotechnology. He currently serves as CEO at Atla and managing director at Rhythm.He co-founded Rhythm Distribution in 2023, a groundbreaking luxury and performance home audio distribution company pioneering a brand consultancy approach. Rhythm provides distribution services while working collaboratively with manufacturers to position their brands for maximum success. The company's ethos is deeply rooted in building relationships, fostering sustainable growth, and prioritizing long-term success.Between 2016 and 2023, he transformed Upscale Audio from a five-person team doing $3 million annually for ten years to a 30+ team doing $22 million. During his time at Upscale, Mr. Hoffman founded Upscale Distribution to reenvision the company's import and wholesale business as a multi-brand entity, later signing on such esteemed brands such as Tannoy, Cabasse, Feliks Audio, and Sbooster, to name a few. Mr. Hoffman resigned as president and CFO of Upscale Audio in 2023.In 2008, Mr. Hoffman founded Aistiva Corporation, a research company developing better ways to grow food through water treatment. In 2013, Aistiva was acquired by Verity Corporation, a publicly traded company.He founded Atla in 2006 to bottle and distribute unique health-optimized water created with his invented technology. By 2009, he had miniaturized and re-engineered the core Atla technologies to create the Atla Water System, a point-of-use device that creates Atla Water on demand at home.Known as a subject matter expert, Mr. Hoffman has consulted investors and others evaluating emerging water technologies. He has pitched to investment groups from Seattle to Manhattan, has led mergers, and has experience in the public markets.Mr. Hoffman served as a Nuclear Engineer for the U.S. Navy. He graduated from Naval Nuclear Power School where he studied mechanical engineering and nuclear physics before achieving nuclear plant certification at Idaho National Engineering Laboratories.