Alexandra Pogorelova

As Fitness & Wellness Manager at Wasl, I lead the strategic design, execution, and evaluation of high-impact wellness initiatives across a diverse portfolio of residential communities and corporate teams. My work positions wellness as a civic value driver and aligns with Dubai's broader vision of becoming a global hub for healthy living and active lifestyles.

Key Leadership Responsibilities & Achievements:

• Wellness Strategy & Public Engagement
  Spearheaded the development of scalable fitness and wellness initiatives aligned with Wasl’s asset management strategy and UAE National Wellbeing Strategy 2031. Elevated public participation and resident satisfaction while enhancing brand equity and community loyalty.
• Events & Activation Design
  Curated a full-year calendar of fitness activations, community tournaments, awareness campaigns, and outreach programs, contributing to Wasl’s identity as a wellness-forward place of work and living. Achieved a 98%+ execution success rate and consistently increased annual participation.
• Facility & Asset Oversight
  Managed daily operations for 200+ wellness and sporting facilities, implementing digital usage tracking, predictive scheduling models, and optimized resource allocation to reduce downtime and increase accessibility.
• Partnerships, Sponsorships & Budget Oversight
  Directed vendor negotiations, contractor performance, and sponsor alignment to maximize revenue and deliver measurable ROI. Oversaw facility and event budgets in line with rebate structures, compliance mandates, and strategic KPIs.
• Cross-Sector Leadership & Communication
  Coordinated with Marketing, HR, Government Affairs, Property Management, and IT to deliver cross-functional activations and co-branded health campaigns across Wasl platforms. Ensured alignment of wellness messaging with corporate values and city-wide goals.
• Team Leadership & Policy Development
  Recruited, coached, and managed a multidisciplinary team of wellness professionals. Designed SOPs and ensured adherence to HSE protocols, operational policies, and ISO-aligned standards through the Business Transformation Team.
• Data Analytics & Program Impact
  Delivered monthly wellness performance scorecards and data-driven insight reports to guide executive decision-making. Integrated wearable health tech and digital CRM platforms to measure outcomes and engagement trends.
• Corporate Wellness & Internal Engagement
  Developed and led internal wellness initiatives including employee sports teams, padel tournaments, and weekly group fitness activities, fostering a culture of well-being among staff.
• Project Management & Facility Development
  Lead end-to-end planning and execution of new fitness facility projects and the refurbishment of existing assets—including layout design, fit-out coordination, equipment enhancement, and introduction of new service provisions. Collaborate with internal departments, architects, and suppliers to ensure projects align with brand standards, operational needs, and user experience goals.

• Oversaw revenue generation across all Fitness Department streams, including Personal Training, Swimming, Tennis, Padel, Kids Programs, Retail, and Consignment.
• Supervised the Membership Sales Team, ensuring optimal performance in new memberships, renewals, and upgrade conversions.
• Led the CRM team to enhance client retention, streamline communication, and support sales and service objectives.
• Managed Group Exercise programming across Studio, Cycling, Outdoor, and Aqua formats—ensuring schedule efficiency and instructor coverage.
• Coordinated resolution of facility maintenance issues in collaboration with the club's technical and operations teams.
• Supported fitness-related marketing initiatives, aligning promotional campaigns with business goals and seasonal demands.
• Developed and executed cross-departmental sales promotions in collaboration with Spa, Physiotherapy, and F&B to boost revenue and engagement.
• Led project management initiatives including the design and launch of new fitness studios, as well as refurbishment and fit-out of existing facilities.
• Worked within Memorandum of Understanding (MOU) frameworks to establish strategic partnerships and ensure compliance with agreed service standards.

• Delivered monthly revenue targets across all Fitness verticals, including Personal Training (sales & session delivery), supplements, fitness trackers, and paid specialty classes.
• Ensured seamless daily operations and upheld premium customer service standards by managing staff schedules, equipment maintenance and replacement, floor supervision, and member support.
• Led a diverse team of 25 male and female personal trainers, focusing on performance management, in-club education, skill development, and recruitment of high-performing talent.
• Supported membership conversion through active involvement in sales closures, internal engagement campaigns, and external community outreach events.

• Consistently delivered key performance indicators (KPIs) including sales, revenue, service conduction rates, and customer satisfaction benchmarks.
• Developed and implemented internal policies and operational procedures to ensure efficiency, compliance, and service consistency.
• Led end-to-end recruitment, onboarding, coaching, and performance audits for fitness staff, ensuring team alignment with brand standards and goals.
• Conceptualized and executed high-impact in-club and external fitness events, campaigns, and promotional activations to drive engagement and brand visibility.
• Coordinated marketing and social media initiatives to amplify program reach and promote wellness offerings across platforms.

• Accountable for achieving all key performance indicators (KPIs) including sales, revenue, session conduction, and customer satisfaction.
• Oversaw full P&L management for the fitness department, ensuring financial efficiency and optimal ROI for the club owner.
• Developed and implemented operational policies and procedures to standardize service delivery and drive compliance.
• Managed recruitment, coaching, and shift planning for fitness staff, ensuring team productivity and service alignment.
• Designed and delivered impactful in-club and outreach fitness events and promotional campaigns tailored to the specific club audience.