Kori McElrea

About Kori McElrea

I lead multi-site consumer businesses when performance stalls and execution becomes the constraint. I’ve owned $125M+ portfolios across 30 to 75 locations and employees, improving unit economics, increasing conversion and retention, and driving consistent EBITDA growth. A core part of the work is returning underperforming locations to profitability and building systems that keep them there. Most recently at VASA, I improved pricing and product mix without impacting conversion, increasing monthly rates and growing premium membership by I drove performance by installing KPI visibility, standardizing operating cadence, and executing market level turnaround plans. Prior to that at Skechers, I led 70+ locations across 13 states, driving expansion, improving conversion, and optimizing labor. Earlier at Nordstrom, I built my foundation across store operations and buying, including turning around an underperforming designer store and adding $8M in revenue within two years. Brought in when growth is there, but performance is not translating. My leadership style is direct and fair, with clear expectations, a bias for action, and accountability for results. I install KPI driven operating cadence, create visibility into performance drivers, and build leaders who execute consistently across locations. The work is clear: focus teams on the metrics that drive performance and build systems that scale, with disciplined execution. Most interested in mission driven, customer focused businesses in health, wellness, and consumer services where improving performance directly improves the customer experience. Open to senior operating roles and select advisory work with multi-site, consumer, and private equity-backed businesses.

Experience

1. Vice President Operations

   Vasa Fitness

   Apr 2025 — Present

Education

• MIT xPRO

  Chief Operating Officer Program, Business Administration, Management and Operations

• Oregon State University

  B.A., Bachelor of Arts: Education + Bachelor of Arts: Economics

  1998 — 2003