VASA Fitness announced the appointments of Chris Griebe as COO and Danielle Petersen as chief marketing officer, two seasoned executives who bring proven expertise in scaling businesses, strengthening operations and driving membership growth. These appointments reflect VASA’s continued investment in building a strong foundation for long-term growth, operational excellence and innovation as the company expands its national footprint.
Chris Griebe, Chief Operating Officer
Griebe brings more than 25 years of leadership experience in fitness, wellness and hospitality operations. Most recently, he served as SVP at Arch Amenities Group, where he oversaw nationwide teams and led significant business expansion. Known for his operational rigor, innovation and team-building acumen, Griebe will oversee all aspects of VASA’s business operations, including club execution, fitness operations, facilities management and safety.
As COO, he will play a pivotal role in ensuring VASA continues to scale with consistency and excellence. His focus on operational discipline and efficiency will strengthen the company’s ability to deliver best-in-class member experiences while supporting future growth and expansion. His vision and energy will be instrumental in elevating VASA’s brand and operations to new levels of performance.
Danielle Petersen, Chief Marketing Officer
Petersen brings more than 20 years of executive marketing leadership experience with Fortune 500 and private equity-backed companies, specializing in subscription growth, brand building and performance marketing. Most recently, she was chief marketing officer at Whistle Express, where she drove measurable revenue gains by growing memberships, reducing churn and activating impactful community campaigns.
At VASA, Petersen will be a key driver of the company’s growth strategy, overseeing marketing initiatives that amplify the brand, strengthen consumer insights and deepen member engagement. Her ability to combine creative storytelling with data-driven decision-making will enhance performance marketing capabilities, expand VASA’s reach into new markets and reinforce brand equity as the company scales.
“Chris and Danielle bring the kind of leadership that ensures VASA’s growth is both ambitious and sustainable,” said Rich Nelsen, the CEO of VASA Fitness. “Chris’s expertise in building high-performing operational frameworks will help us deliver greater consistency and quality across our clubs, while Danielle’s proven ability to grow membership-driven businesses will accelerate our expansion and brand presence. Together, their leadership exemplifies our commitment to operational excellence and our investment in shaping the future of VASA.”
