Liia Vuur

Liia is a relationship-centered team player who thrives in collaborative environments. She brings extensive experience as a senior leader in the not-for-profit sector, specializing in people leadership, large-scale operations, and program innovation and excellence.

Over her 14-year career with YMCA BC, Liia progressed from a volunteer group fitness instructor, a passion she continues to this day, to the General Manager of Operations for the Vancouver region’s health, fitness, and aquatics centres. In this role, she also held association-wide responsibility for fitness programming, equipment, staff, and services.

Throughout her career, Liia has led large-scale teams, engaged and developed extensive volunteer networks, and managed multi-million-dollar annual operating budgets. She takes pride in making people feel seen, valued, and heard. Guided by her philosophy to be kind, curious, and always give the benefit of the doubt, Liia approaches leadership with empathy, curiosity, and genuine connection. Her natural energy and sense of fun help create engaged, high-performing teams that thrive on collaboration and purpose.

Outside of work, Liia continues to teach group fitness classes to support the Vancouver community in their commitment to movement. Her classes are full of energy, laughter, and sweat. She also enjoys running and dancing as ways to stay mindful in this fast-paced culture.

In September, Liia enrolled in the UBC Organizational Coaching Certificate program to further strengthen her ability to help others grow. She looks forward to completing the program and applying her expanded skill set to continue supporting ViRTUS clients in meaningful and lasting ways.