In this video our SVP of PR & Partnerships, Marissa Lucas headed up to the Pacific Northwest to meet with the teams, learn the history, and what makes our Oregon and Washington clubs so special. You’ll also hear more about the fast growth in this region in 2025 making our campus model come to life with swim and tennis, more fitness, and amenities all within a 10–20-minute drive from your clubs now. More clubs near you are joining the Bay Club family in both Oregon and Washington very soon!

2025 is going to be a great year for the North Bay. Our SVP of PR & Partnerships, Marissa Lucas, meets with the North Bay team to hear all that’s coming. In 2024 we added all-new fitness equipment in these regions, and added Recovery, but it doesn’t stop there! In 2025, there will be major renovations at both San Francisco (+15,000 sqft of fitness space, updated locker rooms, and more) and Marin (new locker rooms, expanded fitness space, and new amenities). We wrapped up major outdoor renovations at our newest club Rolling Hills in Novato, and there’s more coming to Ross Valley! Watch the video to see the most up to date renderings of these clubs, meet the team, and see what’s going on in 2025 across our North Bay Region.

What an exciting year for the East Bay! With major renovations completed at Walnut Creek, Pleasanton, and Fremont, the East Bay also welcomed Crow Canyon to the campus, adding golf, more amenities, and a whole new community! Watch as our SVP of PR & Partnerships, Marissa Lucas, meets with the team in the East Bay to learn all about what’s next for this campus, and what makes this community so special.

Our communities have never been stronger in the South Bay. Watch as our SVP of PR & Partnerships, Marissa Lucas, meets with the team, learns the rich history of these clubs, and shows off all that makes the South Bay Region so great.

It’s been a great year for our SoCal region! With renovations and new amenities, in Los Angeles and San Diego (hello Recovery!)—this region is just going to get better with upgrades, renovation, new clubs, and more.  Join our SVP of PR & Partnerships, Marissa Lucas, as she connects with the leaders in our SoCal region to learn the history of these clubs, see what we accomplished in 2024, hear what makes our community so incredible, and explore what’s next for SoCal!

Led by Bay Club’s Chief Marketing Officer, Tracy Cioffi, the Authentic Leadership Panel brought together two powerhouse voices—Kecia Steelman, CEO & President of Ulta Beauty, and Bay Club Board Member, and Tara Montgomery, EVP and Executive Producer at Harpo Productions—for a powerful and deeply personal conversation on leadership, identity, and resilience. Together, they explored what it means to lead as women in high-level roles, opening up about the sacrifices they’ve made, the pressures they’ve faced, and the strength it takes to stay true to yourself along the way. Through candid stories and honest reflection, the panel highlighted how authenticity, empathy, and a clear sense of purpose are not just leadership qualities—they’re the foundation of lasting impact.

In 2024, we had 16 interns join us from top universities for our first Sports, Outdoor Recreation, & Active Lifestyle Internship. From tours with professional sports teams, to in-depth conversations with leaders across the industry, the program focused on teaching, learning, and the growth and career opportunities within this industry. We can’t wait to show you what’s next for our recently selected group of 2025 Interns!

CMO Tracy Cioffi sits down with Dan Dennison of Dennison Consulting, offering an inside look at the deep work being done to understand and strengthen our culture. Together, they shared insights from our latest culture survey—highlighting what we’ve learned from our associates, where we’re thriving, and where we have room to grow. The discussion emphasized the importance of listening, evolving, and staying curious as we continue to build a purpose-driven, people-first organization. It was a powerful reminder that culture isn’t a one-time initiative—it’s an ongoing commitment to learning and leading with intention.

At Bay Club, giving back is core to who we are. Throughout the year, we proudly support several impactful philanthropies—including Tour de Pier, the Wine Auction, Augie’s Quest, and our newest partnership with Boys & Girls Clubs of San Francisco. In this session, we heard from the passionate team members who help bring these efforts to life, sharing the heart behind our initiatives and the incredible impact they’ve made. It’s a reflection of our values in action—and a reminder that together, we can do so much more for the communities around us.

The Women in Sports Panel, led by Bay Club EVP of Communications Annie Appel, brought together a dynamic group of leaders driving the future of women’s sports. Panelists included Jayne Appel Marinelli, a retired WNBA player and Olympian who now advocates for mental health and equity in sports; Leslie Osborne, former U.S. Women’s National Team player and co-founder of Bay FC, one of the first women-founded ownership groups in professional sports; and Kahlil Keys, Head of Partnerships at Bay FC, who is leading efforts to grow the visibility and commercial success of women’s sports.

Together, they discussed the importance of leaning into this moment—where women’s sports are finally getting the spotlight they deserve—and how brands, leagues, and communities can support long-term growth, investment, and opportunity for the next generation.

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The Pioneer Panel brought together some of the most influential leaders in our industry—Bay Club Founders Pete Jones and Jim Gerber, industry icon Art Curtis, and PRO Club Founder Dick Knight—for a powerful conversation on leadership, legacy, and what it takes to build something that lasts. Together, they reflected on the early days of shaping a then-undefined category, sharing stories of innovation, risk, and a deep commitment to people and purpose.

This high-level discussion was more than a look back—it was a forward-facing dialogue on staying true to your values while evolving with the times. These pioneers reminded us that great leadership is rooted in culture, service, and vision—principles that continue to guide and inspire the future of our industry.

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The Next Generation Panel brought together emerging voices and forward-thinking leaders from within our team and across the industry for a dynamic conversation focused on what’s next. Centered around innovation, growth, and continued learning, the panel explored how we can collectively push the boundaries of what the active lifestyle industry can be.

From expanding our reach in sports and outdoor recreation to reimagining the member experience, the discussion highlighted the importance of staying curious, evolving with intention, and leading with bold ideas. As the industry continues to grow, this next generation of leaders is focused on driving meaningful impact—one innovation at a time.

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In a candid and insightful fireside chat, Bay Club President and CEO Matthew Stevens sat down with Felix Gernburd, Partner at KKR, to discuss the strength of our partnership and the resilience of the active lifestyle industry. Together, they reflected on the journey we’ve taken—from navigating challenges to seizing new opportunities—and how our shared belief in people, community, and long-term growth continues to guide our path forward.

The conversation offered an inside look at the relationship between Bay Club and our private equity partner, KKR—highlighting the trust, alignment, and strategic vision that have allowed us to thrive, even in uncertain times. Their discussion reaffirmed not only the strength of our business but the bright future ahead for the industry as a whole, and our plan for ownership for our full-teams in the future.

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To close out the Annual Conference, Bay Club President and CEO Matthew Stevens delivered an inspiring message that brought everything back to our purpose—our “why.” He spoke from the heart about why we show up each day, why we push through challenges, and why the work we do matters. It’s for our families, our teams, and the people we love. It’s about building something bigger than ourselves. Matthew shared his vision for the future of Bay Club, emphasizing that our hard work and dedication will pay off—not just in impact, but in ownership. In our next round of private equity, every full-time employee from housekeeping to leadership, will have ownership in the company. It was a powerful and emotional close to a transformative few days—grounding us in purpose and pointing us toward a shared future we’re building together.