How does a Swedish girl with Serbian roots, a cosmopolitan soul, and a diverse career trajectory end up leading a pioneering fitness startup?
Marija Pasuljević‘s journey is nothing short of extraordinary. Born in Gothenburg, Marija has lived, studied, and worked in cities across three continents. Her professional path has taken her from the bustling advertising world of New York to managing global projects for prestigious FMCG companies, and now to the dynamic fitness and wellness industry in Serbia and Montenegro. As the first woman to lead Fitpass, Marija shares her insights on leadership, industry trends, and her vision for the future in an exclusive interview with Diplomacy & Commerce.
Marija, you’ve had an impressive career trajectory. Could you tell us about your journey and how it led you to become the Country Director of Fitpass Serbia and Montenegro?
My career path has truly been global, encompassing studies and work in six cities across three continents. I was born in Sweden, have Serbian roots, and possess a cosmopolitan soul and temperament. My journey began at 18 when I started studying across three continents. After graduating, I landed my first job in New York City at 21, working in advertising with prestigious brands. This was the start of a dynamic career that took me through roles in FMCG companies, managing global projects and being lucky to see the world at the same time. These experiences honed my strategic thinking and adaptability, setting the stage for my transition into the tech industry a few years back. Joining Fitpass, a pioneering startup acquired by UpGroup in 2019, was a natural progression. As the first woman to lead Fitpass, I am committed to driving our growth and innovation in Serbia and now Montenegro. As Henry Ford said, “Coming together is a beginning; keeping together is progress; working together is success.”
Fitpass is celebrating its 10th anniversary this year. What are some of the key milestones and achievements you’re most proud of?
Reaching our 10th anniversary is a remarkable achievement. Fitpass started as a local startup and has grown into a key player in the fitness and wellness industry. Our acquisition by UpGroup in 2019 was a significant milestone, as UpGroup itself is celebrating its 60th anniversary this year. Over the past decade, we’ve expanded our network to thousands of fitness centres and wellness facilities and continuously enhanced our user experience. This fall, we’re excited to launch in Montenegro, marking a new chapter in our growth. Another highlight is the upcoming Fitpass Games on October 10th, designed to engage B2B companies in fitness challenges and promote a healthy lifestyle. Success is never by accident; it’s the result of dedication, passion, and hard work.
Can you share more about the Fitpass Games and what participants can expect?
The Fitpass Games are about celebrating fitness, teamwork, and community. Scheduled for October 10th, the event will feature various games and competitions where companies can compete against each other. It’s about fostering camaraderie and encouraging a healthy lifestyle. Activities are designed to engage all fitness levels, ensuring everyone can participate and have fun. We’ve also incorporated a donation aspect, with part of the proceeds going to local charities, aligning with our commitment to giving back to the community.
Your career has spanned several industries and countries. How have these experiences shaped your approach to leadership at Fitpass?
My diverse experiences have profoundly influenced my leadership style. Living and working in different countries has taught me the importance of cultural sensitivity and adaptability. From the fast-paced advertising world in New York to managing global projects in the FMCG sector, I’ve learned the value of strategic thinking and resilience. At Fitpass, I strive to create a culture that values innovation, teamwork, and continuous learning. I believe in empowering my team to take ownership of their projects and encouraging them to think outside the box. My background has also made me a strong advocate for diversity and inclusion, ensuring that Fitpass is a welcoming environment for everyone. As Coco Chanel famously said, “You can be gorgeous at thirty, charming at forty, and irresistible for the rest of your life.” Similarly, I believe in cultivating a work environment where everyone can shine and feel valued.
Fitpass started as a local startup and has grown into a key player in the fitness and wellness industry
Fitpass is expanding into Montenegro this fall. What are your goals for this new market?
Expanding into Montenegro is a significant step for Fitpass. Our primary goal is to replicate the success we’ve had in other markets by providing exceptional fitness and wellness services. We aim to build a robust network of partners, including gyms, fitness centres, and team sports, to offer a wide range of options for our users. Our focus will be on delivering a seamless user experience through our app and ensuring that our services meet the needs and preferences of the Montenegrin market. Ultimately, we want to inspire more people to lead active and healthy lifestyles. We are also committed to building strong relationships with local communities and stakeholders, ensuring that our expansion is both sustainable and beneficial for everyone involved.
The fitness industry has seen significant changes in recent years. What trends do you think will shape the future of fitness and wellness?
The fitness industry is evolving rapidly, driven by advancements in technology, changing consumer preferences, and a greater emphasis on overall wellness. One major trend is the integration of digital and physical fitness experiences. Hybrid models that combine in-person workouts with digital platforms are becoming increasingly popular. Wearable technology and fitness apps are also playing a significant role in personalizing fitness journeys and providing real-time feedback. Additionally, there’s a growing focus on holistic wellness, encompassing not just physical fitness but also mental health, nutrition, and recovery. People are looking for comprehensive solutions that address all aspects of their well-being. At Fitpass, we are continuously innovating to stay ahead of these trends and provide our users with the best possible experience.
You’ve often been described as a cosmopolitan leader. How does this global perspective influence your work?
Being a cosmopolitan leader means embracing the best of all cultures and experiences I’ve encountered. It’s about having a global mindset while understanding and respecting local nuances. This perspective allows me to bring innovative ideas and practices from around the world to Fitpass. It also helps in building strong relationships with partners and stakeholders across different markets. My global experience has taught me that there is always something to learn from others, and I continuously strive to apply these lessons to drive Fitpass forward. As I often say, “You can learn something new every day.”
My global experience has taught me that there is always something to learn from others
As a female leader in a dynamic industry, what advice would you give to other women aspiring to leadership roles?
My advice to women aspiring to leadership roles is to embrace challenges and never shy away from opportunities that push you out of your comfort zone. Be confident in your abilities and don’t be afraid to take risks. It’s also essential to build a strong support network, both personally and professionally. Mentorship and continuous learning are crucial; always seek knowledge and be open to new experiences. Lastly, stay true to yourself and your values. Authenticity and integrity are key to successful and fulfilling leadership. As Coco Chanel said, “The most courageous act is still to think for yourself. Aloud.”
When we last spoke, you mentioned you like to “land on your feet.” How has this philosophy influenced your professional and personal growth?
This philosophy has been a guiding principle throughout my journey, both professionally and personally. It’s about resilience and being prepared to make the most of the opportunities that come my way. In my career, it has helped me adapt to various roles and industries, always ready to tackle new challenges and learn from each experience. Personally, it’s kept me grounded and open to embracing life’s surprises. Looking ahead, my goal is to continue fostering growth for Fitpass in Serbia, successfully launch in Montenegro, and lay a solid foundation for the next decade. On a personal level, I aim to pursue passions that bring me joy and fulfilment, ensuring that each day starts with a smile. As I like to say, “You never know where you will land, but I do like to land on my feet.”
