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Seasoned Executive with Outstanding Track Record in Leading Teams and Driving Growth Culture will Help Build VASA’s Foundation for Expansion 


DENVER, CO, JANUARY 20, 2022 — VASA Fitness announced today that Kevin Jonell has joined as Vice President of Human Resources, effective immediately. Kevin’s 25-year career experience in human resources and operations has helped him achieve desired business results for companies including 24 Hour Fitness, Vail Resorts, PeopleSoft, Starbucks, University of Denver and BluSky Restoration. Kevin’s role at VASA will leverage his unique experience to ensure its people strategy scales to align with the company’s most critical business initiatives.

“Kevin has developed innovative programs in high-growth companies to drive strong employee engagement, culture and leadership development efforts,” said Troy Peterson, Chief Operating Officer at VASA Fitness. “Kevin is passionate about helping people excel and achieve their goals and isn’t afraid to roll up his sleeves to really understand the work and get it done. He has proven successful in driving results by attracting, developing and retaining talent. This level of commitment to our field organization will be key in guiding us in our evolution as a people-centric company and it is exactly what VASA needs as we embark on our next stage of growth.”

Having coached hundreds of leaders to support their development and advance their career growth, Kevin brings a broad industry knowledge that has helped leaders and teams increase impact and performance in the retail, food & beverage, software, fitness, hospitality and construction industries. 

Prior to VASA, Kevin was the founder and leadership coach at Kobalt Coaching, providing leadership and team development coaching for Fortune 500 companies and individual clients, helping them achieve desired results for their business, themselves and their teams. Previously, he was Head of Human Resources for BluSky Restoration where, reporting to the CEO, he provided strategic workforce plans to help scale the company to 400 employees across 20 offices through a series of acquisitions. Prior to BluSky, he spent 10 years at 24Hour Fitness as Senior Human Resources Director for North America where he led the planning, roll-out and support of all HR programs for the company, supporting 440 clubs and 20,000 employees across the globe. Kevin also worked in operations as a District Manager at Starbucks. He volunteers at the University of Denver Alumni Career Development office conducting webinars and providing career coaching. He also sits on the board of Manna Resource Center which exists to break through barriers to improve self-sufficiency and mental wellness. He holds a masters in business administration from the University of Denver and bachelor’s degree in Philosophy from Eckerd College.

Kevin lives in Centennial, Colorado, with his wife and three kids and is an avid fly fisherman, golfer and tennis player.

For more information about career opportunities at VASA Fitness, please visit

About VASA Fitness

VASA Fitness is a high-value, low-price operator of fitness clubs and is among one of the top 20 largest health club operators in the country. VASA’s mission is to uplift everyone through fun, innovative and affordable fitness. VASA offers more than 430,000 members in 49 operating locations, an incredible value proposition with large, full-service clubs for as low as $9.99 a month. VASA offers top-of-the-line equipment, exercise machines, free weights and a wide variety of group fitness classes including STUDIO RED (HIIT) and many other amenities to help members customize their personal fitness plans. VASA headquarters are in Denver, Colorado and Orem, Utah with club locations across Colorado, Utah, Kansas, Oklahoma, Arizona, Illinois, Indiana and will be opening its first club this Spring in Wisconsin. For more information about VASA Fitness, visit

Media Contact:

Jaime Cottini for VASA Fitness