Vice President of Operations

Vice President of Operations Spavia | Sway | St. Moritz Massage Academy

Location:

Denver, CO (Hybrid)

Reports to:

CEO

Lead operations across a 65-location national wellness franchise system at a pivotal growth moment. This is a senior leadership role reporting directly to the CEO with real authority to shape the future of three brands.

This executive leader will improve unit economics, elevate Franchise Coach performance, strengthen franchisee partnerships, and build scalable operational systems that support long-term growth.

The ideal candidate brings deep franchise or multi-unit leadership experience and a proven track record of driving measurable performance improvements across distributed locations.

Spavia is a leading day spa franchise system with 65 locations nationwide and strong brand momentum. Our mission is to make a positive difference in the world, one guest at a time.

Sway is our urban wellness concept designed for the next generation of wellness consumers, combining high-touch treatments with science-backed recovery technologies.

St. Moritz Massage Academy supports the future of the industry by developing highly trained massage therapists and creating career pathways within our system.

Together, these brands form an integrated ecosystem focused on operational excellence, guest experience, and long-term franchisee success.

The Vice President of Operations is a senior leadership role responsible for driving operational performance, franchisee success, and system consistency across Spavia and Sway locations, with additional operational support for St. Moritz Massage Academy.

This leader will oversee franchise operations strategy, manage and develop Franchise Coaches, optimize operational systems, and serve as a key partner to franchise owners to improve performance, profitability, and guest experience.

• Lead operational strategy and execution across all Spavia and Sway locations
• Supervise, develop, and hold accountable a team of Franchise Coaches
• Support franchisees in achieving key performance targets including revenue growth, membership, retention, brand standards, and profitability
• Serve as a trusted advisor and partner to franchise owners
• Lead system-wide trainings, Town Halls, owner meetings, and strategic sessions

• Analyze system performance data to identify trends, risks, and opportunities
• Develop and implement structured performance improvement plans
  
  Establish and monitor operational KPIs and dashboards
• Translate data into clear, actionable strategies

• Oversee and optimize core operational systems including POS, scheduling, reporting, and processes
• Improve efficiency, scalability, and ease of execution for franchisees
• Partner cross‑functionally with Marketing, Training, Finance, and Technology
• Lead operational readiness for new initiatives and programs

• Support new location openings and ramp‑up performance
• Participate in franchise validation and operational due diligence
• Strengthen onboarding and ongoing support frameworks

• Provide operational oversight and strategic support
• Ensure alignment between academy outcomes and workforce needs
• Support operational efficiency and enrollment growth initiatives

Travel expectation:
Approximately 25–40% travel to support franchisees and system initiatives.

• Increase average unit revenue and profitability
• Reduce the number of underperforming locations through structured improvement plans
• Implement standardized KPI dashboards and performance cadence across the system
• Elevate Franchise Coach accountability, clarity, and results
• Strengthen franchisee trust, alignment, and satisfaction

• 10+ years of operations leadership experience within a franchise or multi‑unit environment
• Experience managing field support teams (Franchise Coaches, Business Consultants, or similar)
• Strong financial and operational acumen, including P&L analysis
• Proven ability to influence independent business owners
• Experience scaling operational systems across multiple locations
• Bachelor’s degree required; advanced degree or franchise experience preferred
• Wellness, hospitality, retail, or service industry experience is a plus

$150,000 - $175,000 per year base salary, plus performance bonus. Comprehensive benefits package including health insurance, paid time off, and professional development opportunities.

• Established, growing franchise system with strong brand momentum
• Entrepreneurial leadership team and values‑driven culture
• Opportunity to shape the operational future of multiple growth brands
• Meaningful impact on franchise owners, team members, and the wellness industry