Jason Stella
Chandler,AZ
Summary
Growth executive specializing in product strategy and commercialization within fitness, wellness, and medical sectors. Successfully built innovative offerings that connect health solutions, driving significant revenue growth and enhancing customer engagement across diverse markets.
Overview
26
26
years of professional experience
Work History
Chief Growth Officer, FTAG / Chief Growth & Innovation Officer, Pur Life Medical
Forward Thinking Advisory Group (FTAG) / Pur Life Medical
, United States
05.2025 - Current
- Developed core growth concept and strategic-partner ecosystem connecting medical wellness, recovery, diagnostics, pharmacy/peptide services, wellness technology, and adjacent consumer-health solutions, enhancing market positioning.
- Cultivated relationships across medical-wellness landscape, including red light therapy, cold immersion, saunas, hyperbaric chambers, peptide manufacturing, and other high-growth wellness categories, driving collaboration and innovation.
- Translated operator and customer needs across health clubs, wellness, hospitality, and medical-wellness into actionable product, channel, partnership, and go-to-market strategies, aligning offerings with market demand.
President / Co-Owner
Mystic River Cold Tubs
Arizona
01.2023 - Current
- Led end-to-end product lifecycle for premium, USA-made cold-water immersion systems, overseeing concept, design, prototyping, testing, manufacturing, pricing, launch, customer feedback, and product refinement.
- Collaborated with engineering and manufacturing to configure products, integrate chillers, optimize filtration, enhance water agitation, ensure serviceability, establish pricing, and position commercially for residential and commercial markets.
- Directed strategic planning and execution for premium cold tub manufacturing.
- Oversaw operational efficiency and resource allocation in production facilities.
- Fostered partnerships with suppliers to ensure quality raw materials for products.
Founder & Principal
Path To Personal Excellence (PPE)
Chandler, AZ
01.2023 - Current
- Advised multi-site health clubs and wellness operators on product selection, recovery/longevity ecosystem design, monetization strategies, and customer adoption initiatives.
- Developed recovery and longevity ecosystem for 60-club operation to enhance scalable services, improve education, increase customer adoption, and drive ancillary-product revenue.
- Developed comprehensive personal development programs for diverse client needs.
- Created strategic partnerships with local organizations to enhance service offerings.
- Facilitated workshops focused on self-improvement and goal setting techniques.
Area Manager / National Education Manager
Life Time
Arizona, National
01.2017 - 01.2023
- Directed sales and operations across nine locations in three states, overseeing fitness, nutrition, and ancillary product/service portfolio with responsibility for $20M+ in annual P&L.
- Led national education and vendor relationships while developing managers and supporting new clubs, aligning product/service strategy with frontline execution and customer adoption.
- Oversaw daily operations in multiple facilities to ensure optimal performance.
- Developed and implemented training programs for staff to enhance service quality.
- Coordinated marketing initiatives to promote club memberships and services.
Vice President of Wellness
Leisure Sports / ClubSport
Pleasanton, CA
01.2015 - 01.2016
- Led sales, development, operations, and strategic direction of Wellness Division, launching company-wide programs to enhance acquisition, retention, and generate ancillary revenue.
- Directed strategic initiatives to enhance member engagement and satisfaction.
- Oversaw operational efficiency across multiple leisure facilities and services.
- Collaborated with senior leadership to develop long-term growth strategies.
Vice President of Fitness
24 Hour Fitness
San Ramon, CA
01.2014 - 01.2015
- Directed strategy, development, operations, and commercial performance for 425+ locations and 5,000+ fitness professionals nationwide, enhancing overall organizational effectiveness.
- Created TC24 and major initiatives, aligning scalable programming with dedicated training space and expanded strength/functional equipment; launched four initiatives in 10 months, driving 6% same-store sales growth.
- Scaled group training to 300+ clubs, achieving approximately 50% profit contribution while optimizing equipment purchases and redesigning fitness-floor space.
Director of Education / Alpha Brand; National Brand Developer; National Training Specialist
Life Time
Minnesota, National
01.2007 - 01.2014
- Developed certification, curriculum, and launch systems that drove a 20% sales increase and contributed to $20M growth in fitness division across 76 clubs.
- Reshaped fitness-floor strategy and equipment purchasing by using Alpha adoption and economics, validating commercial viability of shifting from cardio-heavy layouts to strength, functional, and coached-training zones; provided operator-side product feedback and design input on ViPR and other strength/functional training equipment.
- Created Alpha Training—an integrated program, equipment, and space concept built around group personal training, strength/functional training, Olympic platforms, racks, and rigs—then scaled it to a $4M annual business across 80+ U.S. and Canadian clubs.
Regional Category Lead / Training Department Head
Life Time
Illinois, Midwest
01.2001 - 01.2007
- Led 15 clubs across four states to achieve top-performing region in total sales for two consecutive years.
- Drove record club performance with $285K monthly sales and $2.3M annually, while developing education and specialty-program initiatives that supported growth.
- Oversaw daily operations and ensured adherence to company standards.
- Developed and implemented strategic initiatives to enhance departmental efficiency.
- Managed budget allocations and monitored financial performance of the department.
Education
Bachelor of Arts - Biology & Athletic Training
Augustana College
Rock Island, IllinoisSkills
- Go-to-market strategy
- Product strategy
- Product lifecycle
- P&L & Profitability
- Market insight
- Voice of Customer
- Strategic alliances
- Cross-functional leadership
- Connected health ecosystems
- Fitness Equipment & Recovery Technology
- Sales support
- Executive communication
- Content planning
Technology Fluency
- Microsoft Office
- HubSpot CRM
- Commercial fitness and wellness equipment
- Connected fitness, wearables, HRV and recovery ecosystems
- Medical-wellness, recovery, and longevity technologies
Personal Information
Title: Product Strategy & Commercialization Executive, ISSA Certified Personal Trainer, NASM Performance Enhancement Specialist (PES), NASM Corrective Exercise Specialist (CES), Muscle Activation Techniques Specialist, CHEK Holistic Life Coach, Level 1
Industry Leadership
- IDEA Health & Fitness Association — Personal Training Committee (2015–2023)
- Featured speaker, IDEA World Conference
- Presenter at Club Industry and industry education events
- Creator / host of Path To Personal Excellence — The Podcast and Life Time Trainer Talks
Core Capabilities
- Product Strategy & Portfolio Growth
- Commercialization & Go-to-Market
- Voice of Customer
- Product / Program Lifecycle
- P&L & Profitability
- Market & Competitive Insight
- Business Case / Investment Evaluation
- Cross-Functional Leadership
- Fitness Equipment & Recovery Technology
- Connected Health / AI Ecosystems
- Strategic Partnerships
- Sales Enablement
- Executive Presentations
Timeline
Chief Growth Officer, FTAG / Chief Growth & Innovation Officer, Pur Life Medical
Forward Thinking Advisory Group (FTAG) / Pur Life Medical
05.2025 - Current
President / Co-Owner
Mystic River Cold Tubs
01.2023 - Current
Founder & Principal
Path To Personal Excellence (PPE)
01.2023 - Current
Area Manager / National Education Manager
Life Time
01.2017 - 01.2023
Vice President of Wellness
Leisure Sports / ClubSport
01.2015 - 01.2016
Vice President of Fitness
24 Hour Fitness
01.2014 - 01.2015
Director of Education / Alpha Brand; National Brand Developer; National Training Specialist
Life Time
01.2007 - 01.2014
Regional Category Lead / Training Department Head
Life Time
01.2001 - 01.2007
Bachelor of Arts - Biology & Athletic Training
Augustana College