Kent Cunningham
About Kent Cunningham
Kent Cunningham (age 53) is Chief Executive Officer of SRx Health Solutions, Inc. (formerly Better Choice Company, Inc.) and has served as CEO since May 22, 2023; he was appointed to the Board on April 3, 2024 . He holds an MBA in Marketing from Vanderbilt University and a BA in Communications from the University of Michigan . During his tenure, he led the closing of the SRx Health merger and the corporate name/symbol change, and signed the certificate of amendment effecting the change to SRXH; the company also executed a Halo spin-out distribution to shareholders in April 2025 . Company-level TSR, revenue growth, and EBITDA growth for his tenure were not disclosed in the filings reviewed.
Past Roles
| Organization | Role | Years | Strategic impact |
|---|---|---|---|
| Catapult Consulting | Principal (management & M&A advisory) | Feb 2022 – May 2023 | Advisory services in corporate strategy and transactions |
| 1440 Foods | Chief Executive Officer | Aug 2021 – Jan 2022 | Led sports/active nutrition company |
| The Bountiful Company | General Manager | May 2019 – Aug 2021 | P&L leadership in dietary supplements |
| Whole Earth Brands | Chief Marketing Officer | Apr 2018 – May 2019 | Global marketing for plant-based sweeteners/flavor enhancers |
| Glanbia Performance Nutrition | Various marketing positions | 2013 – Apr 2018 | Brand building in global nutrition |
| Mars Petcare | Various marketing positions | 2006 – 2013 | Pet health/nutrition brand marketing |
External Roles
No public company directorships or outside board committee roles were disclosed in the reviewed filings.
Fixed Compensation
| Metric | BTTR (FY 2023) | SRXH (Exec Agreement effective Jul 8, 2025) |
|---|---|---|
| Base Salary ($) | $350,000 | $444,000 |
| Target Bonus (%) | 50% of base | 70% of base (50% of FY25 bonus payable upon specified objectives) |
| Bonus Paid ($) | $53,459 (FY 2023 actual) | Not disclosed |
Performance Compensation
| Incentive Type | Metric | Weighting | Target | Actual/Payout | Vesting |
|---|---|---|---|---|---|
| Annual Incentive (FY 2023) | Gross Revenue & Adjusted EBITDA; Individual goals | 50% financial; 50% individual | Against Board-approved annual plan | Not disclosed | Annual cash/equity per program |
| RSUs (initial grant 22,727 shares) | Share price hurdles | n/a | 33.3% at $44 on 1st anniversary; 33.3% at $88 on 2nd; 33.4% at $110 on 3rd anniversary | Fully accelerated in June 2024 | Time/performance vesting; accelerated June 2024 |
| One-time Equity Award (SRXH) | Net profitability for 3 consecutive fiscal quarters | n/a | $3,000,000 of common stock upon achieving 3 consecutive profitable quarters | Not yet disclosed | One-time award upon condition satisfaction |
Equity Ownership & Alignment
| Item | Detail |
|---|---|
| Total Beneficial Ownership | 22,727 common shares; 1.25% of outstanding as of Oct 21, 2024 |
| Vested vs. Unvested | RSUs fully accelerated to vested shares in June 2024 |
| Options | None disclosed for Kent in FY 2023 outstanding awards table |
| Pledging | No pledging disclosed |
| Ownership Guidelines | Not disclosed |
| Insider Transactions | Not disclosed in reviewed filings |
Employment Terms
BTTR (Employment Agreement dated May 22, 2023)
- Term: At-will
- Base Salary/Bonus: $350,000 base; target bonus 50% of base, payable 50% cash/50% stock
- Initial Equity: 22,727 RSUs with share price hurdles; accelerated vesting in June 2024
- Severance: 6 months of base salary for termination without Cause or resignation for Good Reason, including upon Good Reason Upon Change in Control, subject to release
- Covenants: Confidentiality, IP assignment, non-competition, non-solicitation
SRX Health Solutions (Executive Employment Agreement effective July 8, 2025)
- Term: Indefinite
- Base Salary/Bonus: $444,000 base; annual performance bonus target 70% of base; 50% of FY25 bonus payable upon specified objectives
- One-time Equity: $3,000,000 equity award contingent on net profitability for three consecutive fiscal quarters
- Severance (no CIC): 12 months of base salary upon termination without Cause or resignation for Good Reason, subject to release and compliance
- Severance (CIC Good Reason): 24 months of base salary plus 40% of pro-rata Performance Bonus
Compensation History (Named Executive Officer)
| Metric | FY 2023 |
|---|---|
| Salary ($) | $350,000 |
| Bonus ($) | $53,459 |
| Stock Awards ($) | $362,727 |
| All Other Compensation ($) | $8,785 |
| Total ($) | $774,971 |
Governance and Roles
- Board Service: Director since April 3, 2024 ; listed among five directors in 2024 proxy .
- Committee Memberships: Not disclosed as serving on Audit, Compensation, or Nominating committees; those committees comprised of other directors .
Notable Achievements and Company Actions During Tenure
- Led closing of SRx Health merger; name/symbol change to SRXH; signed certificate of amendment .
- Executed Halo spin-out distribution to shareholders of record on April 23, 2025, payable April 25, 2025 .
Investment Implications
- Retention and alignment tightened post-merger: Base increased to $444k, bonus target raised to 70%, and CIC severance expanded to 24 months of base salary plus partial bonus—suggesting stronger retention incentives and potential costs under change-of-control scenarios .
- Profit-linked equity: The $3,000,000 one-time equity award contingent on sustained profitability for three consecutive quarters explicitly aligns incentives to profitability, potentially reducing near-term insider selling pressure if not yet earned .
- Prior RSU acceleration: The June 2024 acceleration converted 22,727 RSUs to shares, creating potential liquidity but also simplifying ownership profile; pledging or sales were not disclosed in filings reviewed .
Notes: Company-level performance metrics (TSR, revenue/EBITDA growth) and insider trading activity were not disclosed in the reviewed filings and therefore are not included. All terms above are subject to release and compliance where specified.