Head of Commercial, Sales & Membership

Overview

The Head of Commercial, Sales & Membership is a critical leadership role responsible for membership acquisition and retention, corporate business, retail, and commercial optimisation for new and existing locations.

Responsibilities & Qualifications

Commercial Strategy & Expansion

• Build and execute a scalable commercial strategy that supports business expansion.
• Lead all commercial planning for new gym launches, including presales, pricing, category mix, and local-market strategy.
• Forecast demand, membership ramp-up, and commercial viability for upcoming sites.
• Identify new revenue opportunities and drive sales strategy.
• Collaborate with Finance on budgets, forecasts, ARPM targets, and revenue KPIs.

Membership & Sales Performance

• Own membership acquisition, conversion, and retention across branches.
• Build and manage a performance-driven sales system with clear KPIs and reporting.
• Strengthen retention programmes, member journey touchpoints, and lifetime value.
• Ensure WHG’s premium service standards are embedded in every sale.

Corporate Partnerships & B2B Growth

• Develop and grow corporate partnerships.
• Lead negotiations for corporate memberships, sponsored seats, and partnership activations.
• Identify and close strategic collaborations that strengthen brand reach and commercial value.

Retail & Ancillary Revenue

• Lead commercial optimisation for retail.
• Drive category development, product innovation, pricing strategy, and brand collaborations.
• Improve profitability and stock efficiency across all F&B and retail outlets.

Data, Reporting & Commercial Accountability

• Own group-wide commercial dashboards, KPIs, and reporting.
• Analyse sales trends, membership mix, and revenue per member.
• Provide monthly commercial insights.
• Ensure transparent and accountable commercial performance across all branches.

Leadership & Culture

• Build, mentor, and develop a high-performing commercial and sales team.
• Lead with energy, accountability, and a performance culture that matches the brand.
• Work collaboratively with department heads, Operations, Marketing, HR, and Finance to drive a unified commercial approach.

Experience Required

• Bachelor’s degree in Business Administration, Marketing, Sales, or a related field (Master’s degree is an advantage)
• 5–10 years’ leadership experience in fitness, health club, hospitality, or membership model business.
• Proven success in managing multi-site commercial operations.
• Strong track record in scaling membership bases and delivering commercial growth.
• Experience developing corporate partnerships and B2B solutions.
• Strong financial understanding and P&L ownership.
• Excellent communication