Alexandra St. Amour
Lexington
Summary
Revenue driven leader with a proven ability to scale sales operations, build teams, and deliver sustained growth across fitness, wellness, and hospitality brands. Recognized for stepping into complex environments, establishing structure, and driving performance through systems, culture, and high level execution. Combines elite client experience instincts with operational discipline to build profitable programs, strong teams, and elevated brands.
Overview
10
10
years of professional experience
Work History
Director of Personal Training & Sales
Proof Fitness
Lexington
01.2025 - Current
- Recruited back by ownership to stabilize, rebuild, and scale all personal training and sales operations following a leadership transition.
- Own revenue performance for personal training, corporate memberships, and program sales across multiple locations
- Lead pricing strategy, package development, promotions, and client conversion pipelines
- Designed and implemented scalable sales and operations systems using HubSpot, Slack, and NASM Club Connect to increase accountability, visibility, and close rates
- Recruit, onboard, train, and manage all trainers with a focus on sales confidence, performance standards, and retention
- Built standardized onboarding, tracking, and reporting systems now used company wide
- Increased training revenue within months through improved systems, leadership structure, and marketing alignment
- Lead redevelopment of youth performance programs and corporate wellness offerings to open new revenue channels
Event & Operations Director
Olive’s Speakeasy
Lexington
01.2024 - 01.2025
- Delivered high profile, invite only events designed to elevate brand perception and cultivate long term guest and stakeholder relationships
- Owned full operational execution including staffing, scheduling, purchasing, and on site leadership
- Designed and renovated the entire interior space, managing contractors, budgets, timelines, and vendor negotiations end to end
- Developed curated event concepts, beverage menus, and guest experiences aligned with a luxury, experiential brand identity
- Produced custom branded materials including menus, invitations, and printed assets for each event
- Maintained operational efficiency and cost control while delivering consistently polished, high touch experiences
- Trusted with complete creative and operational ownership of a private, high end hospitality environment
Event Director
The Farm at MiddleGround Capital
Midway
01.2024 - 01.2025
- Delivered large scale, high profile branded events for 200 to 500 plus guests designed to strengthen brand presence and stakeholder relationships
- Planned and executed events on accelerated timelines with full ownership of logistics, vendor coordination, and on site execution
- Managed all vendor contracts, rentals, catering, entertainment, and scheduling end to end
- Maintained strict budget control and operational efficiency while delivering elevated, polished guest experiences
- Recognized for transforming high pressure, fast turnaround projects into high impact events that generated long term brand value and future opportunities
Director of Personal Training & Sales
Proof Fitness
Lexington
01.2022 - 01.2024
- Directed sales and training operations across multiple locations with full responsibility for performance outcomes
- Built department structure centered on accountability, consistency, and measurable results
- Developed onboarding frameworks, training standards, and performance tracking tools that improved retention and client satisfaction
- Collaborated with marketing partners on campaigns, partnerships, and brand initiatives to increase lead flow and visibility
- Elevated team culture and professionalism through hands on leadership and coaching
Lead Bartender & Event Host
Belles
Lexington
01.2019 - 01.2022
- Led bar operations and private events at a high volume, upscale hospitality venue
- Drove event value through elevated service, guest relationships, and strategic upselling
- Developed cocktail features and seasonal offerings that increased repeat business
- Maintained exceptional guest experience standards while managing high pressure service environments
- Trusted as a key front facing representative for private events and VIP clientele
Bartender & Sales Producer
Drake’s
Lexington
01.2016 - 01.2022
- Promoted to bartender at 20, the youngest in company history, for performance and leadership
- Consistently ranked among top sales producers
- Built a loyal client base through relationship driven service and sales excellence
- Supported management with training, service standards, and large scale event execution
Skills
- Sales leadership and revenue growth
- Client acquisition and retention
- High-performance team development
- Multi-location operations management
- Luxury brand strategy
- Corporate sales and partnerships
- Program design and monetization
- Systems implementation and optimization
- Event planning and revenue strategy
- Sales strategy development
- Client conversion techniques
- Revenue generation strategies
- Performance management systems
- Team leadership skills
- Time management expertise
- Strategic goal setting
- Contract and vendor management
- People management strategies
- Project coordination skills
- Content development expertise
- Contract negotiation skills
- Coaching and mentoring techniques
- Sales management practices
- Employee development initiatives
Certifications And Technology
- NASM Certified Personal Trainer (Recertification in Progress)
- CPR / AED Certified
- HubSpot
- Slack
- NASM Club Connect
- Google Workspace
- Canva
- Microsoft Office
- Social Media Marketing Tools
- AI
Personal Information
Relocation: Open to Relocation
References
References available upon request.
Timeline
Director of Personal Training & Sales
Proof Fitness
01.2025 - Current
Event & Operations Director
Olive’s Speakeasy
01.2024 - 01.2025
Event Director
The Farm at MiddleGround Capital
01.2024 - 01.2025
Director of Personal Training & Sales
Proof Fitness
01.2022 - 01.2024
Lead Bartender & Event Host
Belles
01.2019 - 01.2022
Bartender & Sales Producer
Drake’s
01.2016 - 01.2022