Shelby Crawford
Shelby Crawford is a fitness and wellness leader serving as General Manager at VASA FITNESS in Racine, Wisconsin. With a professional background spanning both healthcare and fitness, she has built her career around empowering individuals to improve their physical, mental, and emotional well-being through preventative health and lifestyle transformation. Her leadership philosophy centers on accountability, personal growth, and creating strong team cultures where both employees and members can thrive.
Before transitioning fully into the fitness industry, Shelby worked extensively in healthcare, gaining experience in pediatrics, rheumatology, emergency care, long-term nursing, and cardiac settings. While pursuing nursing education, she discovered a deeper passion for preventative healthcare and recognized the powerful role fitness, nutrition, and healthy living play in reducing illness and improving quality of life. She entered the fitness industry in 2018 as a personal trainer and boot camp coach, later advancing into leadership roles through her ability to mentor, inspire, and develop high-performing teams.
Shelby’s career progression includes leadership roles at iLoveKickboxing.com and eventually VASA FITNESS, where she was promoted to General Manager within months of joining the organization. She now oversees multiple departments focused on personal training, group fitness, member experience, and operational excellence. Passionate about holistic wellness, Shelby aspires to one day create a comprehensive wellness center focused on natural healing through fitness, nutrition, yoga, therapy, and sustainable lifestyle practices.
• Nutrition Certificate
• Personal Training Certificate
• Bryant & Stratton College – Associate’s Degree
• Gateway Technical College – Nursing Education
• Influential Women 2026
• Influential Women Network
What do you attribute your success to?
I attribute my success primarily to my family and the support system they have always provided me. Being a single mother has also given me tremendous motivation and resilience. It constantly pushes me to work harder, remain focused, and become the best version of myself, not only for my own future but for my family as well. That sense of responsibility has strengthened my determination, perseverance, and ability to keep moving forward through challenges.
What’s the best career advice you’ve ever received?
One of the most valuable lessons I’ve learned throughout my career is the importance of adaptability. Industries evolve quickly, especially in fitness and wellness, where systems, expectations, and priorities constantly shift. I’ve learned that staying flexible, continuing to grow, and being willing to adjust to change are critical for long-term success. The more adaptable you become, the better equipped you are to lead effectively and navigate challenges with confidence.
What advice would you give to young women entering your industry?
I would encourage young women to continue investing in their personal growth and education because there is truly no limit to how much you can evolve professionally and personally. Stay authentic to who you are and trust your instincts, even when your path changes unexpectedly. I originally pursued nursing, but over time I realized my passion aligned more closely with holistic wellness and preventative health. Following that passion was difficult at first, but it ultimately led me to a more fulfilling career. Continue learning, stay resilient, and never stop pushing yourself toward becoming the best version of yourself.
What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in leadership and fitness management is effective time management. Managing multiple departments, supporting team members, maintaining operational excellence, and balancing personal responsibilities all require strong organization and prioritization skills. Success in this field depends on remaining disciplined, adaptable, and continuously improving your ability to manage competing responsibilities while still creating a positive experience for both employees and members.
What values are most important to you in your work and personal life?
The values that matter most to me are community, family, trust, and love. I believe strong relationships and genuine trust are the foundation of every successful team and organization. Creating an environment where people feel supported, respected, and empowered allows individuals to perform at their highest level. I also believe that having true passion and care for both yourself and others is essential if you want to make a meaningful impact in your work and personal life.