Jonathan Binnie
San Francisco,CA
Summary
Results-driven operations executive with over 18 years of progressive leadership in the fitness, wellness, and franchise industries. Proven ability to lead large-scale, multi-site operations, drive revenue growth, and implement scalable systems. Leader in AI-driven process innovation, customer retention, team development, and operational strategy. Adept at transforming underperforming units, aligning cross-functional teams, and delivering measurable business results in both startup and established environments.
Overview
18
18
years of professional experience
1
1
Certification
Work History
Director of Operations & Business Development
Black Box VR
01.2023 - Current
- Led operational transformation, doubling membership and driving significant revenue growth through strategic planning and execution.
- Built and implemented an AI-powered onboarding platform to streamline sales, retention, and customer experience contributing to a 40% increase in lead-to-member conversion rates.
- Optimized CRM workflows and lifecycle marketing to achieve industry-leading retention metrics.
- Partnered with executive leadership to align technology, marketing, and operations on company-wide growth initiatives.
- Spearheaded expansion planning and innovation roadmaps to support franchise scalability.
Founder
Binnie Fitness
01.2016 - Current
- Built a boutique executive wellness consultancy, delivering white-glove personal training, health coaching, and facility design services.
- Led end-to-end gym development projects including site selection, procurement, and operations planning.
- Leveraged CRM and digital marketing to build a profitable client base and long-term loyalty.
Director of Owned & Operated Studios
BoxUnion / TITLE Boxing Club
02.2023 - 10.2023
- Directed operations, sales, and P&L; performance for 7–10 corporate-owned fitness studios across the U.S.
- Led high-performing teams of 15–20 staff per studio, including frontline managers, certified trainers, and front desk personnel, ensuring cohesive operations and exceptional member experiences across all locations.
- Managed the transition and turnaround of studios returned by franchisees, aligning them to corporate standards and preparing for resale or continued ownership.
- Delivered “day-one” franchise partner training, evaluating operational readiness and long-term fit.
- Operated in a remote leadership model with 40–50% travel, ensuring national operational consistency.
Director of Operations
F45 Training
01.2019 - 01.2023
- Oversaw full-cycle studio launches, achieving profitability from grand opening across multiple locations.
- Led a top-performing studio to become the #4 highest-grossing in North America and #2 in California.
- Implemented high-converting CRM-based lead funnels and re-engagement strategies.
- Maintained 71% client retention while navigating COVID-era operational disruption.
National Director of Training
National Fitness Campaign
01.2018 - 01.2019
- Launched functional fitness programs in over 100 U.S. cities and college campuses.
- Drove strategic marketing and ambassador campaigns to scale from zero to 500+ members in one year.
- Applied data analytics to increase customer engagement and refine program delivery.
Director of Fitness & Healthy Living
YMCA
01.2008 - 01.2018
- Oversaw daily operations and strategic planning for a facility serving 6,000+ members and managing multimillion-dollar annual budgets.
- Directed a department of over 300 team members across personal training, group fitness, wellness, and customer service.
- Consistently hit revenue and retention targets while maintaining alignment with organizational mission and service standards.
Education
B.S. - Media Arts
The Art Institute
San Francisco Skills
- Multi-Unit Operations Leadership
- Franchise Development & Turnaround
- P&L; Ownership & Financial Oversight
- Strategic Planning & Execution
- CRM Optimization & Sales Enablement
- AI Integration for Onboarding & Retention
- KPI-Driven Performance Management
- Cross-Functional Team Alignment
- Member Engagement & Customer Experience
- Talent Development & Culture Building
Certification
- ACE Certifications: Certified Personal Trainer (CPT), Corrective Exercise (CEP), Fitness Nutrition Specialist (FNS-CA), Youth Performance, Lifestyle & Coaching
- Emergency Certifications: AED, First Aid, CPR, ALS
Timeline
Director of Owned & Operated Studios
BoxUnion / TITLE Boxing Club
02.2023 - 10.2023
Director of Operations & Business Development
Black Box VR
01.2023 - Current
Director of Operations
F45 Training
01.2019 - 01.2023
National Director of Training
National Fitness Campaign
01.2018 - 01.2019
Founder
Binnie Fitness
01.2016 - Current
Director of Fitness & Healthy Living
YMCA
01.2008 - 01.2018
B.S. - Media Arts
The Art Institute
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