Fitbit announced the opening of its new office in Dublin, Ireland and also appointed a new managing director for that location, Des Power. The company stated Ireland’s reputation as a technology hub was the primary reason for the location opening, as well as a strategic jumping off point to leverage their global growth strategy.

“We’ve seen Dublin become a strategic hub for the technology industry as a center for innovation and sourcing top talent in the region, and we look forward to building a strong team here to complement our offices around the world,” Fitbit CEO and cofounder James Park said in a statement.

The new Dublin office will serve as Fitbit’s Europe, Middle East and Africa headquarters, and comes at an understandable moment: that region has seen 150 percent year over year growth in the second quarter, and the Dublin office will have the ability to support five European languages. The location will also house the strategic business functions for the region such as sales, marketing, operations, senior management roles, finance and customer support staff. The company hopes to grow its staff to about 50 people by the end of 2016, eventually staffing up to 100 by the end of 2017.

Mary Mitchell O’ Connor, Dublin’s Minister for Jobs in the enterprise and innovation sector, spoke at the opening of the branch, stating it was “further recognition of Ireland’s appeal as an international hub for successful companies such as Fitbit. Fitbit is one of the world’s most popular and fastest growing health and wellness companies, and I am delighted that they have selected Ireland as the location for their EMEA headquarters as it will provide exciting employment opportunities for our skilled workers. I wish Des Power and his team the utmost success in the coming years.”

Power will be responsible for expanding the company’s presence across the region, and has over three decades’ worth of experience leading teams in Europe, the Americas and China. Previously, Power held various leadership roles at Philips and Harman international.

“I’m excited to welcome Des to the team and back to his native Ireland,” Park stated. “I have great confidence in our ability to futher expand our business and help people across EMEA lead healthier, more active lives.”