Beefed up executive team positions new brand for growth

APPLETON, WI (June 28, 2012) – Vertical Fitness Group (VFG) has announced several promotions as part of the recent conversion of Gold’s Gyms to their new Xperience Fitness ( brand.

The appointments are being made to coincide with the company’s planned expansion. VFG presently operates 15 Xperience Fitness health clubs throughout Minnesota and Wisconsin.

Jon Barton, a partner with VFG, announced the following promotions:  

• Jake Malzahn – VP of Sales and Production.  Malzahn will oversee all aspects of membership and personal training sales production.  

• Lisa Wadsen   – VP of Facilities Operations.  Wadsen will oversee all areas of facility maintenance, purchasing and all club expense controls.

• Jason Christus – VP of Personal Training.  Christus will oversee all personal trainers and personal training protocol.

• Amie Berggren – VP of Human Resources.   Berggren will oversee the human resources department, including recruiting, hiring, new-hire orientation, and development of the Xperience Fitness Employee Handbook – "The Xperience Fitness Way."

• Courtney Schultz – Assistant Marketing Director.  Schultz will assist with marketing, public relations and communications within the organization.

• Paul DeLange – Member Relations Director.  DeLange will manage the XF Help Desk staff, the XF Live Chat Desk, and Customer Care initiatives.

Fitness as it should be

“Xperience Fitness is all about fitness as it should be – on your terms,” said Barton. “No contracts. No gimmicks. Just fair and honest pricing and great facilities with topnotch amenities. We are built around a singular unifying concept: We believe that by actively participating in a fitness lifestyle – or “experiencing fitness” – you will be affected in a way that allows you to get greater joy out of all the important moments in your life.

“Our facilities are topnotch and our equipment and amenities among the best,” said Barton. Most Xperience Fitness gyms feature basketball and swimming.

Not your grandfather’s gym

“Xperience Fitness promises to our members to be a future-leaning, technology-facing fitness center built for 2012 and beyond,” said Barton. “In addition to our low rates ($9.99 per month) and no long-term contractual commitments, we will offer fast, technology-based procedures with self-managed capabilities so members have the ability to direct their own fitness experience if they so choose. We have developed tools that deliver on the promise to help our members lead an active lifestyle and bring the experience with them wherever they go.”

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 helpful live chats.

Joining the IHRSA Passport Program

Xperience Fitness members enjoy the added benefit of being part of the IHRSA

(International Health, Racquet & Sportsclub Association) Passport Program that grants members access to health clubs throughout the world at discounts of 50 percent or more depending on the individual health club’s policy.

“IHRSA is an association featuring more than 9,000 health clubs ensuring our members have a large selection of facilities to choose from when they are away from home,” said Barton.

About Xperience Fitness

We are a company on a mission. We believe all of the important moments of your life will be enriched when you lead an active lifestyle. We believe everyone everywhere deserves to enjoy all of the benefits of being active and fit. We believe no one should be forced to commit to a long-term contract in order to participate in fitness. We believe no one should ever have to make a choice between quality and price. Is it possible to provide a great fitness facility with great amenities and great programs for just $9.99 per month? We believe the answer is “Yes.” Xperience Fitness. Xperience A Better Life.

About Vertical Fitness Group

Appleton, WI-based Vertical Fitness Group is led by veteran fitness industry executives Jon Barton, Tom Davidson and Jamie Nelson. VFG plans to own and operate health clubs on a national basis under the Xperience Fitness brand. VFG executives have more than 55 years of direct experience in the fitness industry. VFG operates 15 Xperience Fitness health clubs throughout Minnesota and Wisconsin.

Matt Amodeo / Publicity Matters
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