Vice President of Sales

Vice President of Sales
Reports to: President
Location: Corporate Office / Travel Required (50%+)

Position Summary

Reporting to the President, the Vice President of Sales is responsible for the performance of the membership sales department, including profitability, asset management, compliance, member satisfaction, sales, and employee development.

The VP of Sales will manage the national membership sales function, train and assist in recruiting staff, oversee brand awareness initiatives, and lead company-wide lead generation strategies. This individual provides leadership and accountability for regional and club-level sales teams, and ensures alignment across all markets.

The VP of Sales is expected to travel approximately 14 to 20 days each month, working closely with Regional Sales Managers, General Managers, and Sales Managers to maintain consistency in execution, culture, and performance. A critical function of this role includes training all General Managers on membership tours and sales presentation techniques to ensure a consistent, high-converting member experience across all clubs.

Key Responsibilities

• Assess, reinforce, and scale a best-in-class sales organization built around exceptional member experience and results
• Accountable for daily, monthly, and annual financial performance of the membership sales department; actively drive revenue and manage expenses
• Oversee Sales Managers and Membership Departments at each club, ensuring KPIs are met or exceeded
• Partner with leadership to develop and execute strategies that drive sales growth across all clubs
• Maintain oversight of all Regional Sales Managers and corporate sales staff
• Hire, train, and develop high-performing sales leaders across all regions
• Ensure clubs are properly staffed to hit goals while remaining within payroll budgets
• Implement and maintain consistent onboarding, training, and retraining programs for all sales staff
• Train General Managers directly on membership sales tours and presentations to ensure company-wide consistency
• Develop innovative lead generation campaigns and promotions that boost traffic, brand awareness, and close rates
• Launch high-impact sales contests that foster healthy competition and strong team engagement
• Ensure compliance with all company policies and procedures and enforce them uniformly across all locations
• Foster a healthy, positive workplace culture focused on growth, accountability, and continuous improvement
• Lead weekly and daily production calls with club leaders, reviewing performance metrics and sales initiatives
• Conduct formal performance reviews with sales leadership
• Achieve Crunch One Kick Off booking goals in each gym
• Embody and promote Crunch Fitness’s mission, core values, and culture, setting a high standard for all team members

Key Qualifications

• Health club industry experience in a senior leadership or sales-focused role
• 5–10 years of multi-unit management experience
• Demonstrated success developing, mentoring, and scaling sales teams
• Valid driver’s license and clean driving record

Education & Experience

• Bachelor’s degree in Business, Marketing, Sales, or related field
• 8+ years of experience leading large cross-functional teams in a consumer-facing, service-oriented environment
• Strong track record of sales leadership and operational performance

Core Competencies

• Integrity & Trust: Demonstrates sound ethics, builds trust through open communication
• Sales Strategy Development: Prioritizes sales opportunities, creates actionable plans, adjusts to trends
• Customer Focus: Anticipates and meets member needs with a solutions-driven approach
• Communication Skills: Communicates clearly, concisely, and appropriately to various audiences
• Business Acumen: Understands business operations, trends, and data-driven decision-making
• Continuous Improvement: Identifies and acts on opportunities to improve performance and process
• Managing Change: Guides others through change while promoting adaptability
• Building Partnerships: Builds cross-functional relationships to drive business results
• Inspires Vision: Articulates clear purpose and motivates others toward shared goals
• Forward Thinking: Anticipates future challenges and prepares proactively

Physical Demands

• Regularly required to talk, hear, stand, walk, bend, lift weights (5–50 lbs), and use hands/arms for extended periods

Work Environment

• Combination of corporate and club-based work settings
• Fast-paced, dynamic environment using standard office and fitness equipment

Travel

• Frequent travel required (50%+), including 14–20 days per month; some overnight stays

Work Hours

• Full-time, exempt position with variable hours; frequent nights, weekends, and month-end work expected

Benefits

• Medical, Dental, and Vision insurance
• Life Insurance and Long-Term Disability
• PTO and Paid Holidays
• 401(k) Plan
• Employee Assistance Program (EAP)
• Complimentary Crunch Fitness membership (plus one)
• Employee discounts and more

Supervisory Responsibilities

• Direct responsibility for hiring, training, and performance management of all Regional Sales Managers and corporate sales personnel
• Indirect oversight of all membership sales employees across club locations

The above reflects general expectations of this role and is not intended to be exhaustive. Responsibilities may evolve based on business needs.