Vasa Fitness Hires New CMO, COO
The fast-growing HVLP operator welcomed Chris Griebe as chief operating officer and Danielle Petersen as chief marketing officer
High-value, low-price (HVLP) gym brand Vasa Fitness is changing up its C-suite.
Chris Griebe takes over as chief operating officer, while Danielle Petersen enters the chief marketing officer role, replacing Mindi Bridges, who left after six years with the company.
Griebe joins the company after over 25 years of leadership experience in fitness, wellness and hospitality operations. Prior to joining Vasa, he served as senior vice president at Arch Amenities Group, a fitness and wellness facilities management and consulting firm. As part of the Vasa team, Griebe will oversee all aspects of its business operations, including club execution, fitness operations, facilities management and safety.
In her chief marketing officer role, Petersen will enhance the company’s growth strategy and spearhead marketing initiatives that elevate the Vasa brand, bringing stronger consumer insights and deepening member engagement.
Petersen, who brings over 20 years of executive marketing leadership experience, comes to Vasa from Whistle Express Car Wash, where she also served as chief marketing officer for nearly two years.
“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,” said Vasa Fitness CEO Rich Nelsen.. “Together, their leadership exemplifies our commitment to operational excellence and our investment in shaping the future of Vasa.”
A fast-growing HVLP brand, Vasa is known for its big-box gym amenities paired with boutique fitness-style classes, with 61 locations open across Colorado, Utah, Oklahoma, Arizona, Illinois, Indiana, Wisconsin and Nebraska.
Earlier this year, it announced plans to expand its boutique-style strength-training program, Studio LFT, to more locations as demand grew. The expansion arrived as the brand added other amenities to appeal to younger members, including a cold plunge tub, sauna, steam room and red light therapy.