Director of Membership Experience

The Director of Membership is responsible for building, scaling, and optimizing the PopStroke membership program as a core driver of recurring revenue, guest loyalty, and in-venue engagement. This role sits at the intersection of strategy, operations, and hospitality, ensuring that membership is not just a product, but a compelling experience that teams confidently sell and guests actively value.

This leader applies industry-leading expertise from successful membership businesses (fitness, hospitality, private clubs) to create practical, scalable systems that increase adoption at the store level.

Reports To: VP Operations

What Success Looks Like

• Membership becomes a meaningful share of total venue revenue
• Every team member can confidently and naturally sell memberships
• Guests clearly understand the value and choose membership over one-time visits
• Membership events and activations drive energy, retention, and community
• New store openings launch with strong membership adoption from Day 1
• Increase revenue across the network of venues

Key Responsibilities

Membership Strategy & Growth

• Own and evolve the overall membership strategy, structure, and pricing
• Identify opportunities to increase acquisition, retention, and lifetime value
• Continuously evaluate and improve the membership offering based on guest behavior and feedback
• Benchmark against industry-leading membership models (e.g., Lifetime Fitness, clubs, hospitality brands).

In-Venue Membership Performance

• Drive membership growth at the store level through clear, executable strategies
• Partner with Operations to embed membership into the daily rhythm of the business
• Create playbooks that enable authentic, seamless membership sales.
• Identify high-performing locations and scale their behaviors system-wide

Training & Team Enablement

• Build and implement simple, repeatable training for frontline teams and leaders
• Ensure teams understand:
• What membership is
• Why it matters
• How to confidently sell it
• Create tools, language, and moments that support training for team members and Operating Partners:
• “Personalize It” for members
• “Create Wow Moments” for members

Membership Perks & Experience

• Design and continuously evolve compelling membership benefits
• Ensure perks are:
• Easy to understand
• Operationally executable
• Valued by guests
• Collaborate across departments (food & beverage, events, marketing) to amplify member value.

Events & Activations

• Develop and execute membership-driven events and activations that:
• Drive acquisition
• Increase engagement
• Build community within venues
• Ensure events are scalable and can be executed consistently across locations

Insights & Performance Tracking

• Define and track key metrics:
• Membership conversion rate
• Active member usage
• Retention/churn
• Revenue contribution
• Use insights to continuously refine strategy and field execution

Qualifications:

• 8–10+ years driving growth and optimizing membership, subscription, loyalty, or recurring revenue programs for high-growth consumer brands.
• Strong background in industries such as:
• Fitness (e.g., Lifetime, Equinox, Orangetheory)
• Hospitality / Resorts / Private Clubs
• Entertainment or experiential brands
• Retail loyalty or subscription models
• Deliver tested strategies for member acquisition, retention, and engagement that drive recurring revenue.
• Build and implement strong membership sales systems across multi-unit and national networks.
• Drive venue-level execution via impactful partnerships with field teams.
• Design perks, benefits, events, and activations that cultivate member loyalty.
• Strong analytical skills using KPIs and retention metrics to refine strategy
• Launch and expand programs during rapid company growth, driving measurable results.