Los Angeles Athletic Club

The Los Angeles Athletic Club is a 145-year-old institution. I entered during a critical transition: the property was undergoing a massive physical renovation while trying to retain a legacy membership base. The Challenge: To manage the delicate tension of a live asset in transition. We needed to revitalize the community through strategic programming & engagement — refreshing the brand to attract a new creative class while simultaneously honoring the deep loyalty of a century-old membership base.

LAAC

YEAR

2023 – 2025

ROLE

Complex Director of Marketing

(In-House)

SERVICES

  • Brand Revitalization

  • Team Leadership

  • Cultural Programming

  • Community Development

Point of View

The Stage Philosophy: A shift in lens from amenities to identity. The luxury 'gym' market was saturated, yet LAAC was rich with culture, history & quality members. We stopped selling the facility and started celebrating the community inside.

Member-Centric Content: We eliminated stock photography in favor of the 'Meet a Member' series. By documenting our own community, we transformed our media channels into a living archive of the of the Club's actual influence.

Rhythm & Ritual: We established a nightly cultural cadence and introduced entertainment to new day-parts—bringing the building to life through a consistent stream of Jazz Salons, Vinyl Nights, Car Shows and Holiday Celebrations. We built the culture that transformed the Club into a vibrant destination for community.

Creative Discipline: Programming is only sustainable if it converts and is effective. We implemented financial structures to ensure every activation and series was high-yield, profitable and resonated with the membership base.

The Results

A re-engaged & enlivened Community Base

Award Winner: Condé Nast Traveler 2025 Readers’ Choice Award.

Media Velocity: Generated $4.2M+ in Earned Media Value (Jan–Oct 2025). 453M+ Total Media Impressions including features in Forbes and Good Day L.A..

Select Press: Forbes • LA Mag • Modern Luxury • Good Day LA

Growth & Retention: Drove a significant increase in membership count, social media engagement and follower growth, while achieving a 96% referral rate while undergoing active property-wide renovation.

Operational Turnaround:

  • Successfully reversed attrition trends and achieved net-positive membership revenue growth

  • Program Profitability: Architected a cultural programming model that achieved a 47% average net profit margin.

Credits

Photography: The curation of images featured were captured by a team of incredible creative partners commissioned during my tenure.

Gonna Studios • Ian Merzwinski • Antonio Diaz • Andrew Castro

Copyright Notice: All photography and trademarks are the property of their respective owners. These assets are displayed here solely to represent professional tenure and work performed during the stated period.

Status: Employed (2023–2025)


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Los Angeles Athletic Club

The Los Angeles Athletic Club is a 145-year-old institution. I entered during a critical transition: the property was undergoing a massive physical renovation while trying to retain a legacy membership base. The Challenge: To manage the delicate tension of a live asset in transition. We needed to revitalize the community through strategic programming & engagement — refreshing the brand to attract a new creative class while simultaneously honoring the deep loyalty of a century-old membership base.

LAAC

YEAR

2023 – 2025

ROLE

Complex Director of Marketing

(In-House)

SERVICES

  • Brand Revitalization

  • Team Leadership

  • Cultural Programming

  • Community Development

Point of View

The Stage Philosophy: A shift in lens from amenities to identity. The luxury 'gym' market was saturated, yet LAAC was rich with culture, history & quality members. We stopped selling the facility and started celebrating the community inside.

Member-Centric Content: We eliminated stock photography in favor of the 'Meet a Member' series. By documenting our own community, we transformed our media channels into a living archive of the of the Club's actual influence.

Rhythm & Ritual: We established a nightly cultural cadence and introduced entertainment to new day-parts—bringing the building to life through a consistent stream of Jazz Salons, Vinyl Nights, Car Shows and Holiday Celebrations. We built the culture that transformed the Club into a vibrant destination for community.

Creative Discipline: Programming is only sustainable if it converts and is effective. We implemented financial structures to ensure every activation and series was high-yield, profitable and resonated with the membership base.

The Results

A re-engaged & enlivened Community Base

Award Winner: Condé Nast Traveler 2025 Readers’ Choice Award.

Media Velocity: Generated $4.2M+ in Earned Media Value (Jan–Oct 2025). 453M+ Total Media Impressions including features in Forbes and Good Day L.A..

Select Press: Forbes • LA Mag • Modern Luxury • Good Day LA

Growth & Retention: Drove a significant increase in membership count, social media engagement and follower growth, while achieving a 96% referral rate while undergoing active property-wide renovation.

Operational Turnaround:

  • Successfully reversed attrition trends and achieved net-positive membership revenue growth

  • Program Profitability: Architected a cultural programming model that achieved a 47% average net profit margin.

Credits

Photography: The curation of images featured were captured by a team of incredible creative partners commissioned during my tenure.

Gonna Studios • Ian Merzwinski • Antonio Diaz • Andrew Castro

Copyright Notice: All photography and trademarks are the property of their respective owners. These assets are displayed here solely to represent professional tenure and work performed during the stated period.

Status: Employed (2023–2025)


Smooth Scroll
This will hide itself!

Los Angeles Athletic Club

The Los Angeles Athletic Club is a 145-year-old institution. I entered during a critical transition: the property was undergoing a massive physical renovation while trying to retain a legacy membership base. The Challenge: To manage the delicate tension of a live asset in transition. We needed to revitalize the community through strategic programming & engagement — refreshing the brand to attract a new creative class while simultaneously honoring the deep loyalty of a century-old membership base.

LAAC

YEAR

2023 – 2025

ROLE

Complex Director of Marketing

(In-House)

SERVICES

  • Brand Revitalization

  • Team Leadership

  • Cultural Programming

  • Community Development

Point of View

The Stage Philosophy: A shift in lens from amenities to identity. The luxury 'gym' market was saturated, yet LAAC was rich with culture, history & quality members. We stopped selling the facility and started celebrating the community inside.

Member-Centric Content: We eliminated stock photography in favor of the 'Meet a Member' series. By documenting our own community, we transformed our media channels into a living archive of the of the Club's actual influence.

Rhythm & Ritual: We established a nightly cultural cadence and introduced entertainment to new day-parts—bringing the building to life through a consistent stream of Jazz Salons, Vinyl Nights, Car Shows and Holiday Celebrations. We built the culture that transformed the Club into a vibrant destination for community.

Creative Discipline: Programming is only sustainable if it converts and is effective. We implemented financial structures to ensure every activation and series was high-yield, profitable and resonated with the membership base.

The Results

A re-engaged & enlivened Community Base

Award Winner: Condé Nast Traveler 2025 Readers’ Choice Award.

Media Velocity: Generated $4.2M+ in Earned Media Value (Jan–Oct 2025). 453M+ Total Media Impressions including features in Forbes and Good Day L.A..

Select Press: Forbes • LA Mag • Modern Luxury • Good Day LA

Growth & Retention: Drove a significant increase in membership count, social media engagement and follower growth, while achieving a 96% referral rate while undergoing active property-wide renovation.

Operational Turnaround:

  • Successfully reversed attrition trends and achieved net-positive membership revenue growth

  • Program Profitability: Architected a cultural programming model that achieved a 47% average net profit margin.

Credits

Photography: The curation of images featured were captured by a team of incredible creative partners commissioned during my tenure.

Gonna Studios • Ian Merzwinski • Antonio Diaz • Andrew Castro

Copyright Notice: All photography and trademarks are the property of their respective owners. These assets are displayed here solely to represent professional tenure and work performed during the stated period.

Status: Employed (2023–2025)


Smooth Scroll
This will hide itself!