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Sales Director

Middle Haddam, CT, 06456
August 21, 2012

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Sales Growth Leader

High energy, results-oriented professional, offering 13+ years of fitness

industry experience. Demonstrated achievement in team development for

optimum single club and multi - site operations resulting in business

growth and profitability. Proven background in lucrative program expansion,

sales improvement strategies, staff development and successful community

partnerships. Exceptional people skills, versatile, and strong


Employment History

. Chatham Health & Swim Club/Lifestyle Medicine, Chatham, Mass.



__ (Current)

Implement improved systems to maximize membership and program growth while

assisting medical ownership with the development of new Medical Wellness

model for presentation to potential medical partners. Successful

integration of model in current business, while preparing it for expansion

into other health entities. Budget and sales system development, program

restructuring, staff training, solidify branding, promotions and software


. Healthtrax Inc. Glastonbury, CT.

Executive Director

(2008 - March 2012)

Oversight of 35K sq. ft. medical fitness/ wellness center, 5000+ members,

responsible for 2.9 M annual budget. Liaison for onsite cardiac rehab and

physical therapy service providers. Lead management team in developing

successful community partnerships, increase business opportunities, devise

and implement improved sales systems, innovative facility programs, and

member service processes.


? Implemented improved New Member Orientation program leveraging into

successful Personal Training sales system: increase revenues 52% from

2009 to 2010 totaling $620,959 for center.

o Grew 2010 overall revenues 14% from 2009 ; exceeded 2010 EBITDA 120%;

28% growth from 2009

o Led Sales team to exceed sales unit plan by 20% for 2010, while

decreasing attrition 2.2%

o Mentored Group Exercise Director to increase Group Exercise penetration

to 49% of membership by 2011

o Glastonbury Chamber of Commerce Board of Directors, Glastonbury Board of

Education Curriculum Review Committee, Glastonbury Board of Education

facilities Committee, Glastonbury Chamber Wellness Committee.

o Regional Director of Connecticut to The New England Health, Racquet &

Sports Club Association (NEHRSA)

o 2009 President's Award and 2009 Retention Awards recipient; 2010

Executive Director of the Year

. YMCA of Orange County, California

Vice President of Marketing Member Services


Responsible for marketing plan, promotional materials and developing

tracking/measurement tools for successful member service delivery for 28M

Association. Administer web site development and manage marketing

implementation team. Collaborate with multiple city municipalities to

develop YMCA partnerships. Wrote/directed and delivered presentations to

large community and volunteer groups for business growth and social



o Created 4 yr. proforma for the building and management of a 25K Rec

Center for the City of RSM

o Create, implement and deliver Association program development and

service trainings to lead staff.

Vice President of Health and Fitness

(2006 - 2008)

Regional supervision of all Health and Fitness Operations for the YMCA of

Orange County for 7 branches and multiple community recreational program

sites. Including all membership sales and services, fitness, sports,

aquatics programming, and branch operations. Developed /managed a $6.8M

operating budget, 200+ staff serving over 25,000 members. Position

restructured in January 2008


o Exceeded 2007 operating net plan by $100K; 19 % increase from 2006

o Created all operational standards and delivery models for all Membership

and Recreational Programming growth. Key Leader on Activate America

Task Force.

o Created successful Noon Time Sports program established at 20+ school


o Key role in the development of Association marketing practices and

promotional pieces as well as supportive administrative and human

resource functions (i.e.: hiring, training, and performance management)

o Coordinated with other Association Leaders to increase cross promotional

and funding opportunities

o Established and maintained key community partnerships to further YMCA

growth opportunities

. YMCA of Orange County, California (continued)

Branch Operations Director

(2004 - 2006)

Oversight of 33K sq. ft. fitness facility including member services/sales,

adult/ youth sports and fitness programs, 5,000+ members. Developed

/managed $1.8 M+ operating budget. Responsible for 75+ staff at main

branch and multiple off-sites. Branch Annual Campaign and Board

Development. Promoted 12/2006


o Surpassed 2006 Membership and Program Net plan by 104K

o Member retention from 64% in 2004 to 78 % by 2006; improved member

satisfaction score (Seer) by 20 %

o Contributed in instituting standardized YMCA Aquatics training across


o Developed and grew key partnerships with Cities of Aliso Viejo, Laguna

Niguel, and OC Register

o Director for Annual City 4th of July Run; serving 3200+ participants and

visitors, exceeding net profits by $20K

Senior Health and Wellness Director Association Fitness Lead (2003 -


Operations Director for 25K sq. ft. fitness facility including member

services, aquatics, fitness, senior programs, and off-site sport director.

Developed/ managed $1.2 M operating budget, and 50+ staff. Key leader of

Branch Annual Campaign and Board Development. Promoted 6/2004.


? Surpassed 2004 Membership and Program Net plan by 10.5 %. Exceeded

Membership unit goal by 24 %.

o Updated / implemented new fitness programming for all locations.

o Participated in creation of 1.5 million Pep Grant for YMCA of Orange


o Mentored and promoted 3 part-time staff to full-time director positions

o Spearheaded the development of enrollment policies/ procedures for

multiple revenue lines for 7 facilities.

o Developed high end Annual Campaign event/fundraiser: 100+ participants

$10K net generated

. Pulse Athletic Club, Cary, North Carolina

General Manager

(2002 - 2003)

Oversight of 22K sq. ft. high-end fitness center with 3,000+ members and

$1.5M in annual revenues: group fitness, personal training, youth

programs, member services/sales, on site pre-school, and spa. Led company

Fitness Team to establish/implement programming standards for all five

centers. Relocated to California in February 2003


o Developed Key Community Partnerships that increased business

opportunities for all

o Policy /implementation of non-dues revenue programming, corporate sales,

marketing, and personal training

Fitness Director,

(2000 - 2002)

Oversight of all center fitness departments including: personal training,

youth programs, group fitness, staff nutritionist, equipment purchase and

maintenance. Key part of club operation leadership team. Instructed and

coordinated media relations for New York City Ballet Workout. Promoted



o Increased personal training sales 30 % over prior year

o Instituted supplement sales; organized personal training specialty


. Self Employed Certified Personal Trainer

(1995- 1999)

Owner/Operator of full-time personal training business. In home and in

various for profit fitness centers. Program design, client acquisition and

retention, marketing, promotions, billing and collections. Relocated to NC.



BA History: UCLA; 2 yr. post grad Dietetics: CSLA

YMCA Senior Director


Personal Trainer*: AFAA, NASM, YMCA

*Recently expired; can be updated if required

CPR/First Aid

Awards and Honors

2010 Executive Director of the Year: Healthtrax, Inc.

2009 Presidents Award; 2009 Retention Award: Healthtrax, Inc.

2006 Most Outstanding Financial Performance YMCAOC

2006 Most Overall Outstanding Performance YMCAOC

2006 Association Leadership Award: YMCAOC

2005 Association Membership Growth Award: YMCA OC

ALSO: 3 time Ms. Fitness National Competitor /Professional Dance

Affiliation (Ballet, Jazz) /Stand-Up and Sketch Comedy

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