Industry/Government Advisor and President

California Fitness Alliance

Francesca Schuler

Francesca Schuler is the CEO of In-Shape Health Clubs, a California-based chain of 65 full service health clubs. In the four years since she joined In-Shape, Francesca and her team transformed the organization to create a people and experience focused culture which reflects the mission of In-Shape.  She prioritizes team member development and diversity at all levels, both in the clubs and in all functions.  This is evidenced by the increase in women on the leadership team from less than 10 percent in 2015, to now 50 percent. Her diverse background in consumer marketing generates innovative thinking in how to create compelling fitness experiences for members to motivate them to live healthy, fit and happy. Francesca joined In-Shape as chief marketing officer in 2015 and was promoted to chief operations officer in April 2017, before assuming her role as CEO in March 2018.  Prior to joining In-Shape, Francesca was the CMO of BevMo!, a specialty beverage retailer based on the West Coast.  She joined BevMo! from Treasury Wine Estates Americas where she was CMO, managing a wine portfolio of more than 50 brands. Previously, Francesca was the head of marketing for Method Products, Inc. a pioneer of premium non-toxic home care products, the vice president of global brand management at the Gap and a partner at Marakon Associates, a boutique management consulting firm, where she advised consumer and retail companies.  Early in her career, she held several marketing and sales positions at the E&J Gallo Winery. Francesca is currently on the board of O’Neill Vintners & Distillers and the Advisory Board of Shoptelligence. She was named the 2019 Woman Leader of the Year by IHRSA, one of 2014 SF Business Times Most Influential Women in Business and was awarded the 2013 Marketers that Matter award for Customer Engagement. She holds an M.B.A. from Wharton and a B.A. in Comparative Literature from Brown University where she also rowed crew. Francesca is Chilean-American, bilingual in Spanish, and loves to travel with her husband Eric and children, Aria and Will.