POSITION TITLE: Director of Revenue Management
DEPARTMENT: Finance
REPORTS TO: CEO
SALARY RANGE: $145,000 -- $155,000 annually + 20% Bonus Potential!
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 pricing strategy across our growing portfolio of clubs, membership products, premium fitness experiences, 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 how we price our products--balancing revenue growth, member acquisition, retention, competitive positioning, and long-term member value.
This role will serve as VASA's internal expert and central point of accountability for pricing strategy. The Director will partner closely with Finance, Marketing, Operations, Fitness/Product, Real Estate, Technology, and Analytics to evaluate pricing opportunities, develop recommendations, test new approaches, and measure results.
Success in this role means ensuring VASA has the right product, at the right price, for the right member and market--while protecting the strong value proposition that differentiates VASA.
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.
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
- Revenue and EBITDA contribution from pricing initiatives