As VASA Fitness continues to expand its national footprint, the brand is making a clear statement about how it plans to scale: by investing deeply in leadership, operational discipline and the member experience.
The recent appointments of Chris Griebe as chief operating officer and Danielle Petersen as chief marketing officer reflect a deliberate move to reinforce the foundation beneath VASA’s rapid growth. Together, the two executives bring complementary expertise across operations, marketing, hospitality and membership-driven businesses.
For Griebe, the opportunity at VASA was about timing and trajectory.
“What drew me to VASA is the combination of momentum, clarity and purpose,” said Griebe. “The brand is uniquely positioned — strong value proposition, passionate members of all ages, and a leadership team that genuinely believes in empowering people to live healthy, happy lives. VASA has scale, but also the agility to move fast. That’s a rare combination.”
As COO, Griebe’s early focus is on the fundamentals required to scale well. Over his first 90 to 180 days, he is prioritizing leadership development in the field, operational consistency across clubs, and strengthening the operating model to support a growing footprint.
“My 90–180-day plan is all about stabilizing, simplifying and scaling,” said Griebe.
That includes standardizing execution around membership closing, personal training, service behaviors and in-club experience — areas Griebe views as inseparable from revenue growth.
“Experience drives revenue,” said Griebe. “Whether it’s a resort, wellness center or gym, people return because they feel seen, supported and valued. Culture is the ultimate differentiator.”
As VASA continues opening larger and more complex clubs, Griebe is also implementing deeper corporate support structures and accountability rhythms to ensure each location becomes, as he puts it, “a ‘copy and paste’ of operational excellence — not a reinvention.”
Elevating the Brand Through Personalization and Engagement
On the marketing side, Petersen brings a track record of scaling subscription-based businesses by reducing churn and increasing engagement — experience she sees as highly transferable to fitness.
“I have always gravitated toward membership businesses where you build long-term relationships with customers,” said Petersen. “When I started learning more about VASA, I saw a company with a strong value proposition, real white space in experience, and a team that is ready for its next chapter.”
Petersen’s first year as CMO is centered on strengthening the growth foundation while modernizing how the brand connects with members. That includes refining data usage, refreshing brand expression, and ensuring digital and in-gym experiences reinforce one another.
“My first year is centered on strengthening the foundations that drive growth and setting the organization up for long-term success,” said Petersen.
A key focus is deepening personalization across the member journey — from onboarding to retention and win-back — using behavioral insights and predictive signals.
“Members stay when they feel seen, supported and guided,” Petersen said. “Data is what allows us to deliver that at scale.”
She also emphasizes the critical importance of the first 30 days of membership, noting that habit formation early on can dramatically influence long-term retention.
“Fitness is no different,” said Petersen. “People want motivation, convenience and progress. When we deliver that consistently, everything else follows.”
A Unified Vision for VASA’s Next Chapter
While their roles differ, Griebe and Petersen share a common philosophy: sustainable growth is built on clarity, consistency and connection.
For Griebe, that means empowering field leaders and simplifying systems so teams can focus on execution. For Petersen, it means shaping a more modern, cohesive brand that reflects the energy already present inside VASA’s clubs.
“What excites me about this brand is that it already connects with people in a meaningful way,” Petersen said. “There is energy, scale and a clear sense of who we serve. The work ahead is about shaping that into a more modern, consistent and differentiating brand expression.
Together, the appointments signal a brand entering its next phase — one focused not just on opening more doors, but on delivering a consistently elevated experience behind every one of them.
“VASA’s best days are ahead of us, and I’m committed to building an organization where leaders grow, teams thrive, and members feel the difference every time they walk in the door,” said Griebe. “We’re going to elevate the standard — and we’re going to win together.”
