Ashley Kelch

Background

About Ashley Kelch

My career began in operations — managing fleets, budgets, logistics, and systems in the civil engineering industry and later working as an Operations Analyst with The Compost Crew. Those roles sharpened my skills in negotiation, budgeting, performance tracking, and process improvement. They also taught me how powerful strong systems can be when they support the people doing the work.But over time, I realized my greatest impact wasn’t just in operations — it was in people.I transitioned into fitness as a trainer and group fitness instructor and quickly fell in love with the power of movement to transform not just bodies, but confidence. From personal training and TRX coaching to dance instruction and team training, I built my career on relationships first, results second.Today, as Director of Member Experience & Coaching, I lead coaching teams, develop high-retention training programs, and build systems that drive revenue growth — but at the core of it all is one mission:Help people feel seen, supported, and capable — especially when they’re just starting out.Over time, my role expanded beyond coaching sessions. I stepped into leadership — managing training departments, mentoring coaches, improving member onboarding, tracking KPIs, increasing personal training revenue, and building retention-focused programming that strengthens both culture and business performance.Now, I bridge the gap between coaching and strategy.My background in operations allows me to build structure, track performance, and scale systems.My background in coaching allows me to build trust, develop people, and create community.Together, they shape how I lead.I believe:• Member experience drives retention• Coaching culture drives performance• Consistency builds trust• Compassion builds loyaltyI specialize in:Coaching team developmentMember onboarding & journey designRevenue growth through training departmentsCommunity-driven fitness programmingKPI tracking & performance systemsCreating environments where beginners become believersMy signature promise? Sweat & Fun.But behind the fun is structure, leadership, and intentional systems that help both members and coaches level up.Where strength meets support — that’s where I work best.