Stacy Ulrich
San Marcos,CA
Summary
Visionary and charismatic Wellness and Hospitality Leader with a proven record of elevating private club experiences through innovative program development, exceptional member engagement, and an unwavering commitment to organizational traditions and values. Recognized for driving growth in fitness and wellness programs while ensuring seamless collaboration across departments to enhance service excellence. Adept at aligning operational strategy with financial goals, achieving revenue growth, and fostering a culture of superior customer service that consistently exceeds member expectations and well-being.
Overview
36
36
years of professional experience
1
1
Certification
Work History
Spa Director – Pre-Opening Team
Gaylord Pacific Resort & Convention Center
Chula Vista, CA
04.2025 - 06.2025
- Directed all aspects of 7500 square foot fitness center, and 7000 square foot spas pre-opening operations.
- Set up vendor accounts and procured retail lines for spa, fitness equipment, and wellness services.
- Oversaw a team of 20+ professionals, including Spa Manager, Assistant Spa Manager, massage therapists, personal trainers, attendants, and front desk staff.
- Created budgets, tracked KPIs, and reported results to the Regional Director.
- Coordinated with Events and Marketing teams to deliver precision meeting services for VIP and group business.
- Built and trained a high-performing team, implementing SOPs for entire department prior to launch.
Director of Wellness
Big Canyon Country Club
Newport Beach, CA
10.2023 - 04.2025
- Annual revenue of $26M–$27.4M, initiation fee average $350,000, and annual dues $19,680, 18-hole golf course, 8000 square foot wellness center, spa, olympic size lap pool, 4 tennis courts, 2 pickleball courts, pilates studio, group exercise room, stretching room, dining, and high-regarded youth programs.
- Directed all aspects of wellness center operations with 1.2 million in revenue, including personal training, 50 group fitness classes, spa, aquatics yearly offerings, pilates, tennis, pickleball tournaments, In Body testing, and youth programming.
- Managed a multidisciplinary team of 1 Assistant Wellness Director, 1 Aquatics Manager, 1 Wellness Supervisor, 10 Personal Trainers, 3 Massage Therapists, 8 Group Fitness Instructors, 2 Tennis Pros, 8 Front Desk, 10 Camp Counselors, and 8 Lifeguards.
- Performed personal training for members upholding 12 sessions/week, and member fitness orientations.
- Produced and oversaw annual budget and CapEx plans while maintaining financial targets.
- Developed innovative wellness programs, spa offerings, nutrition packages, extensive youth programs, including, 10-week themed summer camps, and increased utilization by 25%.
- Partnered with Executive Chef to create healthy menus and cooking demonstrations.
- Created numerous slideshow presentations on fitness and nutrition with high attendance.
- Collaborated with the golf, racquets, F&B, communications, and catering departments, and created cross-disciplinary offerings.
- Co-chaired recreation and youth committees, leading strategic planning and member engagement initiatives.
- Increased fitness and wellness utilization through TPI golf fitness programs, TPI evaluations, and extensive specialty workshops.
- Developed and launched club-wide wellness marketing initiatives, improving member awareness and participation.
- Expanded junior and youth programming, enhancing family engagement by 38%.
- Increased guest fees in summer months by 150% due to implementation of i-pad check-ins.
- Re-structured retail space and increased sales by 30%.
- Maintained budget expectations while boosting participation in wellness services.
Personal Training Coach and Consultant
Self-Employed
Rancho Santa Fe, CA
10.2015 - 10.2023
- Operated successful personal training business for UHNW clientele with an average of 32 sessions/week.
- Consulted with private clubs to build new wellness center and operational plans.
- Demonstrated strong client retention, with several clients maintaining relationships for over 20 years.
Spa Operations Manager/Interim Director
Rancho Valencia Resort and Spa
Rancho Santa Fe, CA
03.2015 - 11.2015
- Managed and developed a team of 49 employees, including massage therapists, estheticians, concierge, and fitness staff.
- Directed daily operations of spa, fitness, and retail divisions, generating $4M in annual revenue.
- Conducted group exercise classes and personal training for membership.
- Increased retail product sales by 230%.
- Oversaw financial performance, including P&L, budgeting, payroll, and revenue management tools.
- Designed and executed marketing initiatives with Creative Director: social media campaigns, loyalty programs, packaging, spa/fitness menu, and boutique merchandising.
- Facilitated vendor relations, procurement, inventory management for retail, fitness and spa products, linens, and capital expenditures.
- Presented staff training, professional development, and team-building strategies.
- Conducted tours and personalized guest/member experiences, enhancing brand reputation and conversion rates.
- Created wellness plans, analysis of utilization reports for owners capital improvement plans.
- Manager of the Quarter.
Assistant Sports Director
The Bridges Country Club
Rancho Santa Fe, CA
03.2002 - 03.2015
- Company Overview: Private, equity country club within a 540-acre gated community, 433 members across all categories, $150,000 initiation, and annual dues $31,920.
- Directed operations in 10,000 square foot fitness center, spa, racquets, aquatics, youth, and recreation programming to support full-club lifestyle services.
- Provided personal training to members up to 20 sessions per week and led group fitness classes to include a golf fitness class with the highest attendance of the club.
- Conducted TPI evaluations and partnered with the golf department to implement specialized program offerings.
- Supervised and developed a multidisciplinary team of 12 Personal Trainers, 8 Wellness Attendants, 7 Concierge, 1 Tennis Pro, 5 Youth Counselors, and 4 Lifeguards.
- Managed budgeting, P&L oversight, CapEx planning, and implemented SOPs to ensure service excellence.
- Collaborated cross-functionally with golf, dining, events, and membership teams to enhance engagement and service delivery driving engagement by 42%.
- Designed and executed wellness, racquets, and youth programming, including clinics, wellness packages, seasonal camps, and club wide events.
- Private, equity country club within a 540-acre gated community, 433 members across all categories, $150,000 initiation, and annual dues $31,920.
Director of Fitness
Frogs Club One
Solana Beach, CA
03.2000 - 03.2002
- Directed operations of a 16,000 sq. ft. fitness facility with 25 personal trainers and full-service wellness offerings.
- Conducted 15 personal training sessions per week for members while overseeing program development and 50 group exercise class scheduling.
- Managed payroll administration, led monthly staff meetings, and ensured facility readiness for unannounced regional inspections.
- Partnered with General Manager on budgeting, forecasting, and financial planning.
- Consistently achieved personal training revenue goals of $35,000–$50,000 per month through effective program design, marketing initiatives, and staff motivation.
Fitness Manager
La Costa Resort and Spa
Carlsbad, CA
11.1989 - 03.2000
- Oversaw a team of 15 staff, managing scheduling, guest appointments, payroll, and operational quality across fitness services.
- Personal trainer for hotel guests, celebrities, VIP guests, and membership for 20 sessions per week and up to 4 group exercise classes per day.
- Administered comprehensive fitness evaluations including sub-maximal treadmill tests, bio-electrical impedance body fat tests, lung capacity tests, strength tests, and flexibility tests.
- Created, marketed, and led a successful weight management program.
- Conducted weekly lectures every week for healthy lifestyle program.
- Spearheaded fitness center maintenance plan and all educational training.
- Featured in international fitness videos and interviewed on ABC Family.
Education
MBA - Hospitality and Tourism
Johnson & Wales University
Providence, RI08-2027
Master of Science - Holistic Nutrition
Hawthorn University
Whitethorn, CA06.2023
Bachelor of Science - Athletic Training
San Diego State University
San Diego, CA05.1991
Skills
- Operations Leadership
- Pre-Opening & Launch Strategy
- Capital Project Planning
- Budgeting
- Forecasting
- P&L Management
- Vendor Relations
- Retail Relations
- Staff Recruitment
- Training
- Development
- Service Excellence
- Fitness & Nutrition Program Design
- Youth Programming
- Family Programming
- Event Planning
Certification
- CPR
- First Aid
- AED
- ACE Certified Personal Trainer
- Yoga-Fit
- TPI (Titleist Performance Institute) Golf Fitness Instructor (all 3 levels)
- TRX Fitness Anywhere
- Kettlebell Certified
- Member CMAA
Industry Software Knowledge
- Jonas POS
- Windows Programs
- SpaSoft
- ResortSuite
- BuyEfficient
- TimeVantage
- ScheduleFly
- Birchstreet
- FacilityDude
- ClubEssentials
- Book4Time
- Canva
Timeline
Spa Director – Pre-Opening Team
Gaylord Pacific Resort & Convention Center
04.2025 - 06.2025
Director of Wellness
Big Canyon Country Club
10.2023 - 04.2025
Personal Training Coach and Consultant
Self-Employed
10.2015 - 10.2023
Spa Operations Manager/Interim Director
Rancho Valencia Resort and Spa
03.2015 - 11.2015
Assistant Sports Director
The Bridges Country Club
03.2002 - 03.2015
Director of Fitness
Frogs Club One
03.2000 - 03.2002
Fitness Manager
La Costa Resort and Spa
11.1989 - 03.2000
MBA - Hospitality and Tourism
Johnson & Wales University
Master of Science - Holistic Nutrition
Hawthorn University
Bachelor of Science - Athletic Training
San Diego State University