Sales Associate Director
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About the Role
We Are The UAE's Leading Fitness Collective Engineered for what comes next, Formative is an elite fitness brand and global membership platform designed to transform how we move, train, and evolve.
Key Skills for This Role
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We Are The Uae'S Leading Fitness Collective
Engineered for what comes next, Formative is an elite fitness brand and global membership platform designed to transform how we move, train, and evolve.
Reshaping the fitness experience, Formative merges technology, design and human energy into something more than a workout: a lifestyle of continuous formation.
Position Summary
The Sales Associate Director is responsible for driving membership and ancillary revenue growth by leading the sales function, building a high-performance sales culture, and partnering with Operations and Marketing to deliver an exceptional member experience.
This role owns the sales pipeline from lead generation through conversion and retention support, ensuring targets are met through strategy, coaching frameworks, and data-driven decision-making in close collaboration with Operations.
While this role owns overall sales performance and target achievement, day-to-day execution and individual target delivery sit within the Operations structure.
Key Responsibilities
- Own and deliver monthly/quarterly sales targets for memberships, personal training, and other club services.
- Lead and develop sales capability across clubs through structured training plans, coaching frameworks, and performance guidance, in partnership with Operations.
- Establish and enforce sales standards: lead response SLAs, appointment setting, tours, follow-ups, closing scripts, and CRM hygiene.
- Manage the end-to-end sales funnel: lead capture, qualification, nurturing, conversion, and handover to onboarding/retention teams, with execution driven at club level by Operations.
- Track daily/weekly KPIs (calls, appointments, show rate, close rate, revenue, attrition signals) and run regular pipeline reviews with Operations teams.
- Partner with Marketing to optimize campaigns, referral programs, corporate partnerships, community events, and local outreach.
- Create and maintain corporate sales initiatives (B2B): prospecting, proposals, negotiations, and account growth.
- Ensure pricing and promotional offers are applied correctly and compliantly; maintain strong product knowledge.
- Handle escalations related to sales, contracts, and member expectations; resolve issues while protecting the brand experience.
- Support club-wide operational excellence by collaborating with Operations on staffing, peak-hour coverage, and seamless member onboarding.
- Provide accurate sales forecasting, reports, and insights to senior leadership; recommend improvements based on data.
- Maintain a visible presence across clubs, reinforcing sales standards and supporting teams, while partnering with Operations on day-to-day execution.
Qualifications
- Bachelor’s degree in business, Marketing, Sports Management, or related field (or equivalent experience).
- 5+ years of sales experience, with 2+ years in a leadership role; fitness, hospitality, retail, or subscription-based business experience preferred.
- Proven track record of meeting/exceeding revenue targets and building high-performing teams.
- Experience using CRM systems and reporting dashboards; comfort with data analysis and forecasting.
- Strong knowledge of consultative selling, objection handling, and customer lifecycle management.
- Flexible availability to support business needs (evenings/weekends as required).
Skills & Competencies
- Leadership and coaching: ability to motivate, train, and hold teams accountable.
- Commercial mindset with strong negotiation and closing skills.
- Excellent communication and presentation skills for tours, events, and corporate pitches.
- Organized and process-oriented; able to implement consistent sales routines.
- Analytical approach to performance tracking and continuous improvement.
- Customer-first mindset with strong problem-solving and conflict-resolution skills.
- High integrity and discretion when handling contracts and member information.
Key Performance Indicators (Kpis)
- Monthly membership sales revenue and net member growth
- Lead-to-appointment rate, appointment show rate, and close rate
- Speed-to-lead and follow-up compliance
- Personal training/ancillary attachment rate
- Churn indicators during the first 90 days (in partnership with Operations)
- Team productivity (activity metrics per rep) and staff retention
- Accuracy of sales forecasting and CRM data quality
Work Environment & Schedule
This role is primarily on-site at the club and includes time on the gym floor, at the front desk, and in member consultations.
The schedule may include early mornings, evenings, weekends, and holidays based on peak business hours and events.
Equal Opportunity
We are an equal opportunity employer and are committed to creating an inclusive environment for all employees.
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