Jared Keys
Portsmouth,VA
Summary
Results-oriented fitness leader with a strong history of elevating underperforming departments into high-performing, revenue-generating teams. Currently spearheading Granby YMCA's fitness turnaround, achieving record-breaking personal training revenues, and consistently surpassing monthly targets. Expertise in financial analysis, team development, and scalable systems design, complemented by training in corporate finance and accounting. Notable for building cohesive teams, developing effective sales curricula, and aligning wellness initiatives with organizational goals.
Overview
4
4
years of professional experience
Work History
Fitness Coordinator | Master Personal Trainer
Ymca Of South Hampton Roads
Norfolk, VA
02.2025 - Current
- Transformed the YMCA on Granby's Fitness Department from operating at a deficit to sustained profitability within six months, exceeding all monthly revenue goals while leading Personal Training and Group Exercise operations.
- Surpassed the entire annual PT revenue target by August 2025 and grew department revenue over 190% of the goal through strategic coaching, accountability systems, and KPI tracking.
- Designed and launched Sales Accelerator Curriculum, enhancing trainer sales confidence and conversion rates.
- Hired and developed four first-time trainers, two of whom began uncertified and became certified, profitable team members through the custom Sales Accelerator Curriculum and structured onboarding SOPs.
- Maintained an average 75% monthly client retention rate through consistent member follow-up systems, enhanced service standards, and high accountability for trainer-client relationships..
- Designed and implemented scalable Standard Operating Procedures for onboarding, trainer development, and department communication; later expanded oversight to include Group Exercise calendar management, class audits, and team coordination across both departments..
- Utilized financial reporting tools to drive profitability improvements and inform strategic planning.
- Selected by the YMCA of South Hampton Roads to be featured in regional commercials (Membership and Personal Training/Wellness campaigns, Sept. 2025), highlighting personal transformation and leadership impact.
Personal Trainer
Grind Time Performance
Portsmouth, VA
11.2023 - Current
- Educated clients on nutrition and healthy lifestyle choices.
- Inspected equipment regularly to ensure it is safe and functioning properly.
- Maintained files detailing personal fitness regimens, records, and contracts in newly-implemented system to keep client information current.
- Additional Roles: Anytime Fitness (PT), Planet Fitness (Member Services), GNC (Sales), Kroger (Produce Clerk).
Personal Trainer
Onelife Fitness
Chesapeake, VA
08.2021 - 11.2023
- Designed and delivered individualized training programs, supporting client retention and departmental sales goals.
Education
Some College (No Degree) - Marketing, Spanish
Coastal Carolina University
ConwaySkills
- Budget management and revenue optimization
- Recruiting and interviewing
- Margin analysis
- Training development and team coaching
- Conflict resolution
- Curriculum design
- Lead conversion and objection handling
- Youth engagement and group exercise facilitation
- Wellness event planning
- Executive presentations
- Cross-department collaboration
Certifications Professional Development
- Financial Acumen for Non-Financial Managers – Wharton School of Business (Coursera, 2024)
- Intro to Corporate Finance – Wharton School of Business (Coursera, 2024)
- YMCA Foundations of Strength & Conditioning (v2.1)
- NASM Group Personal Training Specialist
- CPR/AED | Basic Life Support (BLS) | Pediatric First Aid
- Emergency Use of Medical Oxygen
- YMCA Professional Development: How to Sell Personal Training, Interviewing Skills
Websites
Personal Information
Title: Fitness Director | Area Personal Training Manager | IFBB Pro Athlete | Revenue Growth & Team Development | Financial Acumen
Industry Credibility
- IFBB Pro Classic Physique | Earned 2021 (NPC Jr USA – Open Classic Physique A & Middleweights Winner)
- Featured Article: Meet Jared Keys | IFBB Pro Bodybuilder & Coach
- Specialized experience with clients recovering from joint replacements, meniscus/ACL repairs, and Achilles rehab.
Languages
Spanish
Limited
Accomplishments
- YMCA of South Hampton Roads Slay Award 2025 for exceeded and excelling in the Health and Wellness department Summer 2025
- Employee of the Month Issued by Planet Fitness · Mar 2019
Affiliations
- IFBB Pro Classic Physique | Earned 2021 (NPC Jr USA – Open Classic Physique A & Middleweights Winner)
- Featured Article: Meet Jared Keys | IFBB Pro Bodybuilder & Coach https://shoutoutsocal.com/meet-jared-keys-ifbb-pro-bodybuilder-coach/
Timeline
Fitness Coordinator | Master Personal Trainer
Ymca Of South Hampton Roads
02.2025 - Current
Personal Trainer
Grind Time Performance
11.2023 - Current
Personal Trainer
Onelife Fitness
08.2021 - 11.2023
Some College (No Degree) - Marketing, Spanish
Coastal Carolina University