Name VASA Fitness Michael Osanloo Chief Executive Officer

Rich Nelsen Retires After Eight Years; Experienced Consumer Brand Executives to Lead the Next Phase of Growth

Greenwood Village, Colo., March 31, 2026 /PRNewswire/ — VASA Fitness, a high value, low price (HVLP) fitness brand, today announced that Michael Osanloo has joined the company as Chief Executive Officer, replacing current CEO Rich Nelsen, who is retiring after eight years of leadership.

Michael is a proven leader with deep experience building and scaling consumer brands, leading high-performing teams, and delivering exceptional customer experiences. Most recently, he served as Portillo’s President and CEO, where he led the company through significant growth, including expansion into new markets and a successful public offering in 2021. Before that, he was PF Chang’s CEO, overseeing a global business with more than 300 locations and expanding international brands. Earlier in his career, Michael held senior leadership roles at Kraft Heinz and Caesars Entertainment and spent nearly a decade as a Partner at Bain & Company, advising companies on strategy, operations, and growth.

“Michael is an accomplished operator with a track record of scaling category-defining consumer brands and delivering sustained, profitable growth,” said Dan Gill, Managing Partner at Silver Oak Services Partners. “He brings a unique combination of strategic rigor, operational excellence, and a deep commitment to people and culture. We believe in his ability to build on VASA’s strong momentum, accelerate our growth, and further strengthen our position as a leader in the fitness industry.”

Michael is widely recognized for his leadership approach and commitment to understanding how businesses operate at every level. He brings focus on team culture, operational excellence, and delivering value to customers. These principles align with VASA’s mission to create an inclusive and high-value wellness experience for its members.

“I am honored to join VASA at such an exciting time in its journey,” said Michael Osanloo. “Rich has built a strong foundation, and I have great respect for what he and his team have accomplished. VASA is a truly differentiated brand in a dynamic and growing industry, and I am excited to work with the team to build on that momentum and lead the company to the next phase of growth.”

Rich retired after eight years as CEO. Under his leadership, VASA Fitness experienced significant and sustained growth, the company’s scale from 26 clubs to 71. He also led the development and rollout of VASA’s boutique style studio concept – STUDIO RED, STUDIO FLOW, and STUDIO LFT – further strengthening the company’s differentiated model. During this period, VASA grew to more than 5,200 employees and earned Great Place to Work^® certification for three consecutive years. This strong foundation positions the company for the next phase of growth under Michael’s leadership.

VASA Fitness is one of the nation’s largest HVLP fitness operators, offering a distinct “mall of fitness” model that combines premium amenities, strength-focused programs, and a welcoming community environment. For more information, please visit https://vasafitness.com.

About VASA Fitness
VASA Fitness is a premium and affordable health club operator and one of the 20 largest health club operators in the U.S. VASA’s mission is to elevate everyone through fun, innovative and affordable fitness. With 70+ operating locations in Colorado, Utah, Oklahoma, Arizona, Illinois, Indiana, Wisconsin, and Nebraska, VASA delivers an unmatched value proposition, offering a full-service fitness experience for under $14.99/month. Members enjoy top-of-the-line equipment, boutique-style STUDIO classes, expert personal training, and an on-trend recovery experience – all in a welcoming, inclusive community. VASA has been certified as a Workplace^® for four consecutive years and is headquartered in Greenwood Village, Colorado.

Media Contact:
Alexis McDowel for VASA Fitness
[email protected]

SOURCE VASA Fitness