Vasa Fitness Builds Out Exec Team, Eyes More Expansion

The HVLP gym chain is bringing on senior leaders including a former Planet Fitness exec as it looks to continue growing in the Midwest and surrounding areas

Vasa Fitness, a high-value, low-price (HVLP) gym chain, has bolstered its executive team to support its expansion plans, which includes growing by 6-8 new clubs in 2025. The brand is actively exploring opportunities to expand in current markets and new states in the Midwest, where the Colorado-based Vasa Fitness sees room for growth.  

As it looks to the future, the HVLP operator has onboarded Dave McKlveen as senior vice president of human resources, Michele Dodd as senior vice president of development and general counsel and Corey Chyr as vice president of construction.

“Dave, Michele and Corey are the leaders we need to execute our ambitious growth strategy successfully,” Vasa Fitness CEO Rich Nelsen said. “Their combined expertise and leadership will be transformative as we continue to innovate and expand.”

McKlveen has expertise in scaling businesses, having assisted restaurant company Cava in scaling from five locations to 280 and Chipotle to double in size. Similarly, Dodd, the former chief development officer and in-house counsel for Planet Fitness franchisees, has worked with Planet Fitness Corporate and Atlantic Street Capital to hit growth targets. Chyr served in senior-level construction and development roles for property management companies Grand Peaks and RedPeak.

Vasa Fitness has 57 open locations with a presence in Arizona, Colorado, Illinois, Indiana, Nebraska, Oklahoma, Utah and Wisconsin. The gym brand offers three membership tiers –  a $9.99/month basic membership, a $24.99/month fitness membership and a $39/99/month studio membership, which includes boutique-style HIIT and infrared yoga classes.

Vasa also offers premium amenities, such as personal training, InBody scans, a cardio deck, performance lifting and functional training areas, an indoor pool and spa, sauna and steam rooms, a massage lounge, tanning, basketball courts, racquetball and a “KidCare” program for parents and guardians to use.

Unlike many of its HVLP gym competitors, Vasa doesn’t have a franchise system.

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“We are focused on building a brand where we can tightly control the way our strategy and products are executed as we continue to scale our business and maintain our performance-driven, values-based culture,” Vasa chief brand and marketing officer Mindi Bridges told Athletech News. 

Nelsen gave a preview of what each new executive will bring to Vasa, which has earned “Great Place to Work” certification.

“Dave will lead Vasa’s pursuit to continue to be a ‘Great Place to Work’ and create a thriving culture,” he said. “Michele will help Vasa create a scalable real estate function that will make a significant impact on the organization. Corey’s expertise in development and large-format construction will help us streamline and grow in a scalable and cost-effective way that will allow us to have a positive impact in new and existing clubs. We couldn’t be more excited for the next chapter.”