TRYBE Taps Sal Capizzi as SVP, Growth & Marketing as International Expansion Intensifies

TRYBE today announced the appointment of Sal Capizzi as Senior Vice President of Marketing and Partnerships for the US, effective September 2025.

With more than a decade of experience, Sal is passionate about enhancing guest experiences and brings a wealth of operational expertise to the role, along with invaluable knowledge of the US spa, leisure, and activity industry.

Joining TRYBE as SVP of Growth & Marketing, Sal brings a track record of shaping brands in similar verticals, leading international growth, and creating guest journeys that resonate.

He began his career in the hospitality and wellness sector, running flagship spas for Equinox in New York City, and from there, he spearheaded the launch of the wellness division at NEXUS Club New York; a private lifestyle club. In these roles, he gained first-hand experience delivering elevated guest experiences in luxury, high-demand environments as well as scaling wellness programming that blended exclusivity, innovation, and community, setting new benchmarks for member-driven hospitality.

When the pandemic reshaped the hospitality landscape, Sal leaned into his passion for systems, technology, and marketing, recognizing their critical role in driving growth and building resilience for hospitality businesses. Transitioning into hospitality technology, he has since been at the forefront of helping global wellness and spa brands accelerate growth, expand their reach, and connect with modern travellers in meaningful ways.

Reflecting on his journey, Sal said, “This career path has given me a unique dual perspective: as a hands-on operator who understands the challenges of running luxury spas and wellness centers, and as a marketing leader who knows how to position technology solutions that empower hospitality brands to thrive. I’m excited to bring this combination to TRYBE as we expand across North America and beyond.”

TRYBE Co-Founder Ricky Daniels commented, “I am delighted to welcome Sal to TRYBE. His extensive experience will be instrumental in elevating our service in the US, where his skills, expertise, and deep understanding of guest needs will truly shine.”

Commenting on his new role, Sal added, “TRYBE is redefining the guest experience in the spa, leisure, and activity space, so it’s an incredibly exciting opportunity to help grow the brand’s success in the US, as it has already achieved globally. I share TRYBE’s commitment to ensuring the very best experience for guests, while driving operational performance for businesses, and I’m thrilled to be joining at such an innovative time.”

Since launching in 2020, TRYBE has achieved significant milestones and is now recognised as the fastest-growing spa, leisure, and activity software on the market, with clients across more than 290 locations worldwide.

For more information, visit www.try.be