Director of Personal Training – Corporate Strategy & Operations
About this role
Position: Director of Personal Training
Department: Operations
Reports To: Senior VP of Fitness
FLSA: Exempt, Salary
Compensation: $120,000- $140,000 annually + 20% Bonus Potential
JOIN OUR TEAM
At VASA Fitness, we want to create an uplifting experience for everyone by offering inclusive, accessible, and on-trend fitness. The foundation of our brand is rooted in a culture centered on unity, passion, love, integrity, fun, and trust. Because our culture is alive--embodied by members and team members alike--VASA is a place where lives are changed because of authentic connections made within our supportive community. Our people BELIEVE in our brand, are HARD WORKING, have HIGH STANDARDS, and GIVE ENERGY to others.
BENEFITS
We offer a competitive, all-encompassing benefits package which includes healthcare benefits for employees who work 30+ hours per week. All employees receive two complimentary gym memberships--one for themselves and another to give away--plus 401k options.
- 40- hours per week employees: Paid Time Off; Health, Dental, and Vision benefits; Paid Parental Leave; Flexible Vacation Plan, and Paid Holidays.
Come join VASA Fitness and join a passionate, fun, and united team!
Proud to be a 'Great Place to Work' certified company!
PURPOSE
This is a corporate, enterprise-level leadership role responsible for owning VASA’s Personal Training strategy, programs, and performance across all clubs. The Director does not manage a single department or region; instead, this role designs, scales, and sustains Personal Training systems company-wide to drive measurable business growth and exceptional member experiences.
We are seeking a dynamic and strategic Director of Personal Training who brings strong operational rigor, strategic vision, and a passion for developing scalable products, programs, and people. This leader will shape the future of VASA’s Personal Training offering by translating strategy into execution at scale.
The Director serves as the primary corporate liaison between the field and the Fitness & Innovation team, driving enterprise-wide programming, education, technology enablement, and performance initiatives that strengthen Personal Training across all clubs.
KEY RESPONSIBILITIES AND COMPETENCIES
Program Development & Strategy
- Lead the design, implementation, and continuous evolution of VASA's Personal Training.
- Research trends, competitors, and member insights to develop best-in-class, scalable fitness solutions.
- Maintain consistent standards, outcomes, and adoption across all clubs and trainer teams.
- Partner with Operations and Marketing to align programming with overall business and brand strategy.
Revenue Growth & Business Ownership
- Own Personal Training business results, including revenue, utilization, and retention of KPIs.
- Develop and manage the annual PT budget, forecast, and financial plans to achieve company goals.
- Identify and execute opportunities to expand Personal Training penetration, small group training, and specialty programs.
- Ensure accurate and transparent financial reporting in collaboration with Finance.
Trainer Recruitment, Retention & Performance Management
- Collaborate with field leadership and HR to recruit, onboard, and develop top-performing trainers and leaders.
- Build career pathing and development plans to increase retention and reduce turnover.
- Implement performance standards, accountability systems, and recognition programs to sustain engagement and excellence.
Education & Professional Development
- Curate and deliver best-in-class education and certifications for trainers and field teams.
- Build partnerships with industry vendors, certifying organizations, and thought leaders.
- Host workshops, summits, and virtual learning sessions to drive continued learning and alignment with brand standards.
Member Experience & Quality Assurance
- Ensure the highest quality of training delivery and client care across all clubs.
- Implement systems to measure and improve client satisfaction, retention, and outcomes.
- Oversee trainer-client matching, service audits, and issue resolution processes.
- Champion the member journey from consultation to long-term engagement.
Financial & Resource Management
- Oversee PT department budgets, resource allocation, and cost efficiencies.
- Partner with Facilities and Operations to ensure proper equipment utilization, maintenance, and safety.
- Develop business cases and ROI models for new training initiatives and programs.
Technology, Systems, & Data Analytics
- Leverage technology platforms (CRM, scheduling, POS, heart rate tracking, and data dashboards) to enhance visibility and accountability.
- Build a data-driven culture through consistent KPI reporting and analytics-driven decision-making.
- Evaluate new tools and integrations that improve trainer performance and client engagement.
Marketing & Business Development
- Partner with Marketing to promote Personal Training services and drive lead generation campaigns.
- Develop programs and promotional strategies that improve awareness and conversion of training services.
- Collaborate on content that showcases success stories, product differentiation, and results.
Compliance, Risk, & Safety
- Ensure all training practices meet legal, ethical, and safety standards.
- Maintain trainer certifications, CPR/AED compliance, and adherence to company policies.
- Audit safety protocols, equipment condition, and session procedures to minimize risk.
Cross-Functional Leadership & Innovation
- Partner with internal departments--Marketing, Operations, People, and Member Services--to align strategies and initiatives.
- Foster collaboration, transparency, and accountability across cross-functional teams.
- Stay current on fitness innovations, digital coaching platforms, and hybrid service models to future-proof the PT business.
QUALIFICATIONS
- Bachelor's degree in Exercise Science, Kinesiology, Business, or related field; Master's preferred.
- 5+ years of multi-site leadership experience in Personal Training or Fitness Operations.
- Demonstrated track record of driving revenue, retention, and product innovation in fitness organizations.
- Proven ability to build high-performing teams and develop future leaders.
- Deep knowledge of personal training program design, performance metrics, and technology applications.
- Strong financial acumen and analytical decision-making skills.
- Exceptional communication and leadership abilities with a collaborative mindset.
- Current CPR/AED certification required; industry certifications (NASM, ACE, NSCA, etc.) are strongly preferred.
- Willingness to travel and work flexible hours, including weekends as needed.
- Passionate alignment with VASA's mission to deliver uplifting, inclusive, and impactful fitness experiences.
WORKING CONDITIONS
Primary work in a fitness facility and office setting. Temperature variations can occur. The environment includes some ambient noise such as talking and use of gym equipment and machinery.
PHYSICAL AND MENTAL ACTIVITIES AND REQUIREMENTS
- Talking: Especially where one must frequently convey detailed or important instructions or ideas accurately, loudly, or quickly.
- Physical Strength: Sitting, standing, and walking. Must be able to lift, push, pull, and move a minimum of 30 pounds.
- Reasoning Ability: Ability to deal with a variety of variables under limited standardization. Able to interpret various instructions and relay instructions to clients.
- Attendance is an essential duty of the position. Employees must work regularly scheduled shifts, during business hours to assist members and sell services in-person.
This position description intends to describe the general nature and level of work being performed by people assigned to this job. It is not intended to include all duties and responsibilities. The order in which duties and responsibilities are listed is not significant.
VASA Fitness is an Equal Opportunity Employer
What you'll do
- The Director of Personal Training is responsible for owning VASA’s Personal Training strategy and performance across all clubs, focusing on business growth and member experiences. This role involves designing and implementing scalable personal training systems company-wide.
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