VASA FITNESS APPOINTS NEW CHIEF OPERATING OFFICER AND CHIEF MARKETING OFFICER
Strategic C-Suite hires strengthen leadership team to drive operational excellence, fuel growth, and elevate brand presence
GREENWOOD VILLAGE, Colo., Oct. 9, 2025 /PRNewswire/ -- VASA Fitness, one of the nation's leading high-value, low-price fitness club operators, today announced the appointments of Chris Griebe as Chief Operating Officer 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
Chris brings more than 25 years of leadership experience in fitness, wellness, and hospitality operations. Most recently, he served as Senior Vice President at Arch Amenities Group, where he oversaw nationwide teams and led significant business expansion. Known for his operational rigor, innovation, and team-building acumen, Chris will oversee all aspects of VASA's business operations, including club execution, fitness operations, facilities management, and safety.
As COO, Chris 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
Danielle 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, Danielle 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, Chief Executive Officer 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."
VASA Fitness is one of the nation's largest high-value, low-price fitness operators, distinguished by its unique "mall of fitness" model that brings together premium big-box amenities and boutique-style STUDIO classes under one roof. With a continued focus on innovation, growth, and operational excellence, VASA is committed to making fitness accessible, affordable, and uplifting for its members. Learn more at www.vasafitness.com.
About VASA Fitness
VASA Fitness is a high-value, low-price operator of fitness clubs and one of the top 20 largest health club operators in the U.S. VASA's mission is to uplift everyone through fun, innovative, and affordable fitness. With 61 operating locations across Colorado, Utah, Oklahoma, Arizona, Illinois, Indiana, Wisconsin, and Nebraska, VASA delivers an unmatched value proposition, offering full-service fitness experiences for as low as $14.99/month. Members enjoy top-of-the-line equipment, boutique-style STUDIO classes, expert personal training, and on-trend recovery experiences — all within a welcoming, inclusive community. VASA has been certified as a Great Place to Work® for three consecutive years and is headquartered in Greenwood Village, Colorado. For more information, visit www.vasafitness.com.
Media Contact:
Alexis McDowel for VASA Fitness
press@vasafitness.com
View original content to download multimedia:https://www.prnewswire.com/news-releases/vasa-fitness-appoints-new-chief-operating-officer-and-chief-marketing-officer-302579183.html
SOURCE VASA Fitness