Six questions with Mindi Bridges, the chief brand and marketing officer at VASA Fitness.
1. How did you get your start in the fitness industry?
I joined my first gym at 16 years old. For me, fitness started to maintain my physical health, but it quickly turned into a mental health practice as I experienced the benefits of getting stronger and building confidence. I started my fitness career working with In-Shape Health Clubs in 2015 as a marketing consultant. I loved the idea of offering a product that helps people live healthier lives, so I came on full-time as the VP of creative and operations services. I’m proud of everything I learned at In-Shape and grateful it led me to VASA.
2. What’s been the key to your organization’s success? What are you most proud of?
The key to VASA’s success is two-part. It’s the amazing value we offer members through our unmatched set of premium products and amenities at an extremely affordable price. The second thing that drives our success is our culture. I’ve never worked for a company with people who are committed to hard work, collaboration and pushing for results, all while having a lot of fun together. We support each other and we believe in our brand purpose. I’m grateful every day to help lead this brand, and I believe the best is yet to come for VASA.
3. What has been one of the biggest accomplishments of your career?
My biggest accomplishment came from my time at Abercrombie & Fitch. I was fortunate to have had the opportunity to create new processes, launch new brands, partner cross-functionally to learn different parts of the business and lead marketing efforts during a time of extreme international growth across two brands. Like it or not, we knew who we were, where we were going and exactly how we were going to get there. I have so much gratitude for all I learned about creating a consistent, high-quality brand experience. So much of the value I’m able to offer VASA comes from my experience at Abercrombie & Fitch
4. What has been one of the biggest challenges you’ve faced in your career? How did you overcome it?
The biggest challenge I’ve overcome is learning while perfectionism can help drive success, it can also be a hindrance. I still strive for perfection, but I don’t beat myself up when I’m not. This has allowed me to move through failure and improve much quicker, which has had a positive impact on my work and the people I lead. I’m a more thoughtful and intentional leader now, and I believe my purpose is to create ways for growth-minded people to realize their potential.
5. What is one lesson you have learned that other fitness professionals can learn from?
This doesn’t pertain to just fitness, but the biggest lesson I’ve learned as a marketer is to make sure your messaging matches what people actually experience when they interact with your brand. Get clear on who you want to be and make a plan to execute on that vision. People buy from brands they trust, and trust comes from words matching actions.
6. Tell us a fact about yourself others may not know.
If I could have a superpower, I would be able to speak every language. I love to travel, and I love learning about other cultures and ways of living both internationally and here at home. Being able to have a conversation with anyone I meet would make these connections so much more meaningful.
To learn more about Mindi Bridges, follow her on LinkedIn.
