Director of Revenue Management

POSITION TITLE:         Director of Revenue Management

DEPARTMENT:             Finance

REPORTS TO:              CEO

SALARY RANGE:         $185,000 – $200,000 + 20% Bonus Eligibility

FLSA:                             Exempt

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

All employees receive two complimentary gym memberships--one for themselves and another to give away--plus 401k options. Additional benefit packages are available for employees who work 30+ hours per week.

• Salaried Employees: Flexible Vacation Plan, Paid Holidays, Paid Parental Leave, and Health, Dental, Vision Benefits

Come join VASA Fitness and join a passionate, fun, and united team!

We are proud to be a ‘Great Place to Work’ certified company!

PURPOSE

The Director of Revenue Management is responsible for developing and leading VASA Fitness's enterprise revenue strategy across our growing portfolio of clubs, membership products, premium fitness experiences, retail merchandising, and ancillary offerings.

As VASA continues to expand into new markets and grow its membership base, this leader will build a disciplined, data-driven approach to pricing, product monetization, and merchandising—balancing revenue growth, member acquisition, retention, competitive positioning, margin, and long-term member value.

This role will serve as VASA's internal expert and central point of accountability for pricing and revenue optimization, including the commercial strategy for in-club retail and merchandising. The Director will partner closely with Finance, Marketing, Operations, Fitness/Product, Real Estate, Technology, Analytics, and Procurement to evaluate revenue opportunities, develop recommendations, test new approaches, and measure results.

Success in this role means ensuring VASA has the right product, at the right price, in the right place, for the right member and market—while protecting the strong value proposition that differentiates VASA and expanding profitable non-dues revenue.

ESSENTIAL DUTIES & RESPONSIBILITIES

Pricing Strategy

• Own and continuously evolve VASA's enterprise pricing strategy across membership tiers, premium products, add-ons, fees, and ancillary revenue streams.
• Establish clear pricing architecture and principles that balance member value, competitive positioning, revenue growth, and profitability.
• Develop differentiated pricing strategies based on market characteristics, competitive dynamics, club maturity, member behavior, and willingness to pay.
• Identify opportunities to optimize membership pricing and packaging as VASA expands into new and existing markets.
• Develop recommendations for price increases, membership tier changes, product launches, new rate categories, fees, promotions, and other pricing initiatives.

Revenue Optimization & Analytics

• Build financial models to evaluate the impact of pricing changes on joins, membership revenue, retention, average revenue per member, member lifetime value, and EBITDA.
• Analyze price elasticity and member behavior to understand how changes in pricing affect acquisition, upgrades, downgrades, cancellations, and retention.
• Identify opportunities to increase revenue per member through improved pricing, packaging, bundling, and product penetration.
• Develop pricing dashboards and KPIs that allow leadership to monitor pricing performance across the portfolio.
• Partner with Finance and Analytics to develop revenue forecasts and measure the financial impact of pricing initiatives.

Membership & Product Strategy

• Partner with Marketing, Operations, and Fitness/Product leaders to evaluate VASA's membership architecture and ensure clear differentiation between membership tiers.
• Develop pricing and packaging recommendations for premium offerings, including STUDIO products and future fitness experiences.
• Evaluate opportunities for bundles, add-ons, upgrades, and other products that increase member value and revenue.
• Support the development of new products by assessing willingness to pay, competitive alternatives, potential adoption, and financial impact.

Retail & Merchandising Strategy

• Own the merchandising strategy for VASA's in-club retail ecosystem, including VASA-branded apparel, third-party retail products, consumables, and other ancillary offerings.
• Develop a data-driven assortment strategy aligned to member demographics, club performance, seasonality, brand positioning, and consumer trends.
• Establish pricing, margin, sell-through, inventory productivity, and revenue targets by category, and use performance data to optimize product mix and placement.
• Identify white-space opportunities to expand product offerings, increase basket size and per-member spend, and introduce high-margin, high-velocity products.
• Partner with Operations, Marketing, Finance, and Procurement to improve in-club execution, promotions, inventory visibility, vendor economics, and the overall member retail experience.
• Evaluate and develop scalable commerce models, including in-club purchases, digital or QR-based commerce, drop-ship opportunities, affiliate programs, and revenue-share partnerships.
• Use merchandising as a lever to strengthen member engagement, brand affinity, and non-dues revenue while maintaining disciplined return-on-investment and margin expectations.

Market & Competitive Intelligence

• Establish a systematic approach to continuously monitoring competitor pricing, promotions, membership structures, premium products, and market trends. Collaborate with Marketing on competitive responses.
• Balance market-level pricing recommendations against competitive intensity, demographics, club maturity, demand, and member behavior.
• Create pricing frameworks for new club openings tailored for local market conditions while maintaining VASA's overall brand and value positioning.
• Identify markets or clubs where pricing may be creating an acquisition, retention, or revenue opportunity.

Pricing Experimentation

• Establish and maintain a disciplined test-and-learn approach to pricing.
• Design and evaluate pricing tests across markets, clubs, membership products, promotions, and digital channels.
• Establish clear hypotheses, success metrics, control groups, and measurement methodologies for pricing experiments.
• Translate test results into actionable recommendations and scalable pricing strategies.

Promotions & Discount Strategy

• Establish guidelines and governance for membership promotions, discounts, introductory offers, and other pricing incentives in alignment with branding objectives.
• Partner with Analytics to evaluate promotional effectiveness and determine whether promotions generate incremental members and long-term value.
• Analyze promotional cohorts to understand conversion, retention, lifetime value, and payback.
• Recommend when VASA should use price as an acquisition lever and when other marketing or product strategies would generate greater value.

New Club & Market Pricing

• Develop the pricing framework for new club openings and new-market entry.
• Partner with Real Estate, Marketing, Finance, and Operations to assess market characteristics and recommend appropriate membership pricing.
• Evaluate pre-opening/founding-member pricing strategies and the transition to stabilized club pricing.
• Monitor performance after opening and recommend adjustments based on membership growth, demand, competitive response, and retention.

Cross-Functional Leadership

• Serve as VASA's internal subject-matter expert on pricing and revenue optimization.
• Present pricing recommendations and business cases to executive leadership.
• Create clear governance around pricing decisions, including who recommends, approves, implements, and measures pricing changes.
• Partner across Finance, Marketing, Operations, Fitness/Product, Technology, Analytics, and Real Estate to ensure pricing decisions are implemented effectively.
• Translate complex pricing analytics into clear, actionable recommendations for business leaders.

SUCCESS MEASURES

Success will be measured through improvements in:

• Membership revenue and same-store sales
• Average revenue per member
• Membership acquisition and conversion
• Membership retention & lifetime value
• Premium product and membership-tier penetration
• Promotional effectiveness and ROI
• New club membership ramp
• Pricing realization
• Retail revenue, gross margin, sell-through, inventory productivity, and per-member retail spend
• Revenue and EBITDA contribution from pricing and merchandising initiatives

QUALIFICATIONS

• Bachelor's degree in Finance, Economics, Business, Marketing, Statistics, Analytics, or related field; MBA or advanced degree preferred.
• 10+ years of experience in pricing, revenue management, commercial strategy, merchandising, strategy consulting, finance, or a related analytical discipline.
• Prior experience with a top-tier strategy consulting firm combined with subsequent operating experience in a high-growth, consumer-facing business strongly preferred.
• Demonstrated experience developing and implementing pricing, revenue, and/or merchandising strategies in a multi-location, subscription, membership, consumer, hospitality, retail, travel, fitness, or similar business.
• Strong understanding of pricing strategy, price elasticity, segmentation, consumer behavior, merchandising economics, financial modeling, and revenue optimization.
• Demonstrated ability to translate large amounts of data into clear business recommendations.
• Advanced Excel and financial modeling skills; experience with SQL, BI platforms, or pricing analytics tools.
• Proven track record with pricing analytics tools, dynamic pricing, predictive analytics, and implementation of modern revenue management systems.
• Experience designing and evaluating pricing experiments strongly preferred.
• Ability to influence senior leaders and drive decisions across multiple functions without direct authority.
• Strong executive communication and presentation skills.
• Experience working in a rapidly growing, multi-location organization preferred.

IDEAL EXPERIENCE

The strongest candidate will have worked in a consumer business where pricing decisions directly influence both acquisition and retention. Experience in fitness, hospitality, travel, entertainment, subscription services, restaurants, multi-unit retail, or another recurring-revenue consumer business is particularly relevant.

This person should combine the analytical discipline of a revenue-management leader with the commercial instincts of a consumer strategist and merchant. They should be equally comfortable building a pricing model, evaluating member behavior, assessing assortment and margin performance, challenging assumptions, and presenting a recommendation to executive leadership.

LEADERSHIP PROFILE

The Director of Revenue Management should be:

Analytical: Uses data and financial modeling to drive decisions rather than relying solely on intuition.

Commercial: Understands how pricing, product assortment, merchandising, and partnerships influence consumer behavior, revenue, retention, margin, and profitability.

Curious: Constantly asks what members value, what competitors are doing, and where VASA may be leaving value on the table.

Strategic: Thinks beyond individual price changes to the broader relationship between pricing, product, brand, growth, and member lifetime value.

Collaborative: Builds alignment across Finance, Marketing, Operations, Fitness/Product, Technology, and Analytics.

Action-oriented: Moves from analysis to testing, implementation, measurement, and continuous improvement.

PHYSICAL REQUIREMENTS

• Ability to work in club offices; move about club floors and rooms; review, revise, and create club paperwork; communicate with employees, members, and the public.
• Travel: Must be able to travel by car and airplane up to 20-30% of the time to support a multi-state field organization.
• Ability to communicate via phone.
• Ability to access and operate company computer systems including preparing documents, entering data into computer system, and reading reports from a computer database or email system.

WORK ENVIRONMENT

• Work is typically performed in a normal business office environment.
• While performing the club-visit duties of this job, the team member is regularly exposed to moving mechanical parts. The noise level in the environment is occasionally loud.
• Ability to work a varied schedule to support the needs of the business.

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

 Location: 7100 E Belleview Ave Suite 303, CO Corporate Office, Colorado 80111

$185,000 -- $200,000 annually + 20% Bonus Potential!