Carl Helmle
Port Chester,NY
Summary
National multi-unit facility operator and developer of people with e-com and digital experience that can implement change and structure while growing revenue and balancing expenses.
Overview
22
22
years of professional experience
Work History
President
SLT (Strengthen Lengthen Tone)
New York, NY
03.2022 - Current
- Full P&L responsibility for 17 retail fitness studios across 4 states generating $13 mil+ annually in revenue.
- Oversee day to day operations with emphasis on driving growth and minimizing expenses.
- Support and supervise 6 department heads, 13 indirect managers, and total team of 200+ employees, including HRIS, payroll, and benefits.
- Maintain company compliance with local, state and federal laws, in addition to established organizational standards.
- Foster cross-functional relationships to connect managers and employees and improve overall efficiency.
Chief Operating Officer
Physique 57
New York, NY
04.2017 - 02.2022
- Managed P&L across corporate, franchised, licensed, and digital properties alongside CEO to set annual and monthly budgets aimed at reducing G&A and controlling costs through vendor sourcing and automation (13 studios pre-Covid).
- Created and launched domestic Franchise program in 2019 and sold 9 locations in first year collecting $310K in franchise fees (FDD/FA creation, Operations Manual, Real Estate PM, Sales/Lead Gen).
- Led internal & external marketing strategies to include SEO, spend, CPA/CPC, and email marketing to grow sales, increase retention, and build customer loyalty.
- Refined KPI's to essential metrics that provide operational solutions to drive business forward, resolve issues quickly, and meet business needs (EOS/Scorecard).
- Restructured studio operations personnel resulting in $250K annual payroll savings, worked with HR on staff development, performance reviews, and retention initiatives.
- Oversaw boutique retail business, accounting for 7% of total annual revenue.
- Pivoted from 420 in person classes per week pre-Covid to a fully digital studio business in March 2020 by partnering with Mindbody to beta their new virtual platform, offering 35 Virtual LIVE classes per week with 25% profit margin (2020 ICON Award Winner).
- Provided strategic leadership, revenue analysis, acquisition and retention campaigns, and general oversight management for Video On Demand product, experienced 136% growth post-Covid, $1.6mil annual revenue.
Vice President of Fitness Sales and Operations
DavidBartonGym
New York, NY
08.2009 - 12.2016
- Oversaw daily production of Personal Training sales in 11 facilities from New York to Los Angeles accounting for $15 mil+ annual top-line revenue on a $38 mil P&L
- Added $700K annual ancillary revenue with partner programs and paid group training
- Responsible for a $2 mil Group Training budget that included staffing, scheduling, class selections and programming for Specialized Group Fitness, Cycling, Yoga, and Pilates
- Developed a team of 13 direct reports that oversaw a department of 250+ personal trainers, group fitness, cycle, yoga, and pilates instructors
- Acted as the interim Vice President of Sales and Vice President of Operations during executive personnel transitions and have a deep understanding of all departments
- Coordinated the development and grand opening of five new locations with a focus on equipment ordering, facility layout and design, and staffing across all departments
- Worked through a full member management and retail point of sale (POS) software conversion
Co-Founder
Athletic Agility Now
Seattle, WA
04.2008 - 08.2009
- Started mobile performance training company that serviced greater Seattle area by providing Boot Camps, Small Group Training, and Speed, Agility, Quickness Camps.
- Conducted needs analysis and movement screenings to design functional athletic training programs for groups and individuals of all skill levels.
- Worked with local gyms to develop sports specific training programs and run off-season training camps for local athletes and kids.
Fitness Coordinator
Madison House Retirement
Seattle, WA
09.2007 - 03.2009
- Managed aquatic and fitness services for all residents within community.
- Performed post therapy corrective and strength building exercise sessions that focused on joint mobility.
- Instructed all classes including Sit and Fit, Theraband Resistance Training, and water aerobics.
- Implemented walking and balance class designed specifically for seniors with ambulatory and non-ambulatory needs.
Fitness Manager/Personal Trainer
24 Hour Fitness
Seattle, WA
10.2004 - 07.2007
- Managed 200+ fitness clients, ensuring each one received a results-oriented program.
- Oversaw club level training and supplement sales in excess of $65K per month.
- Exceeded monthly sales targets for company wide rollouts of JumpStart Program, Half-Sessions, and BodyBugg.
- Actively recruited new personal trainers while continuing to develop existing staff that led to the promotion of two trainers into Fitness Managers.
- Hawaii Sales Contest Winner Pacific West Region, July 2007 and Flagship Club Award Winner Pacific West Region, June 2006.
Torpedoman's Mate
US Navy
San Diego, CA
02.1994 - 01.1998
- Supervised maintenance and operation of over $20 mil worth of electrical, pneumatic, and hydraulic torpedo firing and handling equipment
- Conducted ship-to-ship boarding's in joint effort with U.S Coast Guard to perform search, seizure, and confiscation of illegal substances (LEOPS)
- Lowest ranked individual to achieve designation of Work Center Supervisor in ship's company resulting in Letter of Commendation and early promotion in rank
Skills
- Leadership and People Development
- Executive Performance Management
- Talent Recruitment
- Change and Growth Management
- Operational Excellence
- Vendor Sourcing and Negotiations
- Process Improvement
- Remote Team Management
- Strategic Planning
- P&L Ownership
Timeline
President
SLT (Strengthen Lengthen Tone)
03.2022 - Current
Chief Operating Officer
Physique 57
04.2017 - 02.2022
Vice President of Fitness Sales and Operations
DavidBartonGym
08.2009 - 12.2016
Co-Founder
Athletic Agility Now
04.2008 - 08.2009
Fitness Coordinator
Madison House Retirement
09.2007 - 03.2009
Fitness Manager/Personal Trainer
24 Hour Fitness
10.2004 - 07.2007
Torpedoman's Mate
US Navy
02.1994 - 01.1998
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