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Xperience Fitness Readies for Growth with Staff Promotions

Less than two months after announcing its split with Gold’s Gym, Vertical Fitness Group, Appleton, WI, has announced several promotions that it says will position the new brand for growth.

The former Gold’s Gym franchisee group, which consists of Jon Barton, Tom Davidson and Jamie Nelson, operates 15 Xperience Fitness clubs in Minnesota and Wisconsin but has stated intentions to take the brand national. Eleven of the Xperience clubs were Gold’s Gym facilities. The other four were Cardinal Fitness clubs that the group purchased this spring.

Jake Malzahn has been promoted to vice president of sales and production where he will oversee all aspects of membership and personal training sales production.

Lisa Wadsen is now vice president of facilities operations. She will oversee all areas of facility maintenance, purchasing and all club expense controls.

Jason Christus has been promoted to vice president of personal training, a position in which he will oversee all personal trainers and personal training protocol.

Amie Berggren has become vice president of human resources. In addition to overseeing recruitment, hiring and orientation, she will develop the Xperience Fitness Employee Handbook.

Courtney Schultz has been promoted to assistant marketing director and will assist with marketing, public relations and communications within the organization.

Paul DeLange has been elevated to member relations director. He will manage the help desk staff, the live chat desk and customer care initiatives.

Barton said in a release that Xperience Fitness will offer “future-leaning” and “technology-facing” fitness centers. The clubs charge $9.99 per month with no long-term contracts.

The Xperience Fitness website serves as a member “user manual” offering relevant content, expert advice and the ability for members to track fitness progress through a member profile, make online payments and participate in live chats, Barton said.

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