Director of Revenue Management

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.

QUALIFICATIONS

• Bachelor's degree in Finance, Economics, Business, Marketing, Statistics, Analytics, or related field; MBA or advanced degree preferred.
• 5+ years of experience in pricing, revenue management, commercial strategy, 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 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, 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. They should be equally comfortable building a pricing model, evaluating member behavior, 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 influences consumer behavior, revenue, retention, 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.