Vice President of Sales

VICE PRESIDENT OF SALES

Location: Mid-Atlantic Region Status: Full-Time, Exempt Reports To: Chief Executive Officer Direct Reports: Regional Sales Directors and Corporate Sales Director(s)

POSITION OVERVIEW

Our client is seeking an accomplished Vice President of Sales to provide strategic and hands‑on leadership for membership sales across a growing, multi‑location fitness and wellness organization. This is an opportunity for a proven sales executive who is energized by building revenue, developing high‑performing teams, coaching sales leaders, strengthening the prospective member experience, and creating consistent sales performance across multiple locations. The Vice President of Sales will have responsibility for the organization's overall membership sales performance and will lead the development and execution of sales strategies, systems, training, performance management, and best practices across the organization. Success in this position requires more than managing sales numbers. The organization is looking for a visible, engaged leader who enjoys being in the field, understands what drives performance at the club level, can coach people to greater results, and can translate sales data into meaningful action.

THE PERFORMANCE MISSION

The Vice President of Sales will be expected to build a disciplined, high‑performance sales organization capable of delivering consistent membership growth, stronger conversion, effective lead management, and an exceptional prospective member experience. Key performance outcomes include: 1. Drive Consistent Membership Sales Growth Establish the strategy, expectations, accountability, and sales disciplines necessary to achieve membership sales goals across all locations. Monitor club‑level and organizational performance and identify opportunities to improve lead generation, appointments, tours, conversions, follow‑up, productivity, and overall membership growth. 2. Build and Develop a High-Performing Sales Team Recruit, onboard, coach, mentor, and develop Regional Sales Directors, Corporate Sales Directors, and membership sales professionals. Create a strong sales coaching culture built around regular one‑on‑one meetings, field observations, role‑playing, performance feedback, and ongoing professional development. Identify performance gaps quickly and implement appropriate coaching or performance improvement strategies. 3. Create Consistency Across the Sales Organization Ensure sales teams consistently execute established sales processes and standards across every location, including: Lead management and prospecting Appointment setting Club tours and prospective member experiences Follow‑up Closing CRM utilization Sales reporting Corporate membership development Membership promotions Continuously evaluate sales systems, technology, processes, and standard operating procedures to identify opportunities for improvement. 4. Strengthen Sales Leadership at the Club Level Serve as the organization's primary sales resource, coach, and subject‑matter expert. Develop Regional Sales Directors and club‑level leaders so they can independently coach their teams, diagnose performance challenges, establish accountability, and consistently achieve sales objectives. Build strong working relationships with Regional Managers and General Managers and partner with them to identify growth opportunities and remove barriers to performance. 5. Use Data to Improve Sales Performance Establish and monitor meaningful sales KPIs and use data to drive decision‑making. Regularly evaluate: Sales volume and productivity Lead activity and lead sources Appointment and show rates Tour‑to‑membership conversion Follow‑up activity Club and regional performance Corporate sales performance Market and competitive trends Translate findings into specific actions that improve sales execution and business results. 6. Partner With Marketing to Maximize Lead Conversion Work collaboratively with Marketing to improve the effectiveness of lead‑generation campaigns, community outreach, promotional initiatives, and prospect conversion. Provide insight into lead quality and sales results so marketing and sales strategies remain closely aligned. Contribute recommendations regarding membership pricing, promotions, corporate membership opportunities, and market‑specific sales strategies. 7. Expand Corporate Membership Opportunities Provide leadership and oversight for the organization's corporate partnership program. Strengthen existing partnerships while identifying opportunities to expand corporate relationships, community partnerships, and other channels capable of generating qualified membership opportunities. 8. Lead From the Field Maintain a visible leadership presence across the organization through regular visits to club locations. Observe sales activity firsthand, coach teams in real‑world situations, participate in sales initiatives and major membership campaigns, and remain closely connected to what is happening at the club level. The Vice President of Sales will also participate in grand openings, community events, corporate partnership initiatives, and other strategic sales opportunities.

WHAT SUCCESS COULD LOOK LIKE

During the first year, the successful Vice President of Sales should be able to demonstrate meaningful progress in: Building a consistent, accountable sales culture across locations Improving membership sales performance and conversion Strengthening the capabilities of Regional Sales Directors and club‑level sales teams Establishing clear KPIs and performance expectations Improving CRM, lead‑management, and prospect follow‑up discipline Creating greater consistency in sales execution across locations Strengthening collaboration among Sales, Operations, and Marketing Identifying and implementing sales best practices Expanding corporate membership and partnership opportunities Developing a stronger pipeline of sales talent and future sales leaders

THE EXPERIENCE WE'RE LOOKING FOR

Rather than relying solely on years of experience or credentials, our client is interested in executives who can demonstrate comparable accomplishments in building and leading successful sales organizations. Strong candidates will likely bring: A track record of leading high‑performing sales teams and delivering measurable revenue or membership growth Experience developing sales leaders through hands‑on coaching and performance management Demonstrated success implementing and improving sales processes across multiple teams or locations Strong understanding of CRM, lead‑management, conversion, and sales reporting systems Experience establishing and managing meaningful sales KPIs The ability to analyze performance data and turn insights into action Experience working collaboratively with operations and marketing leadership Strong presentation, communication, coaching, and relationship‑building capabilities Experience in fitness, wellness, hospitality, retail, membership‑based businesses, or another customer‑focused industry Multi‑location leadership experience is strongly preferred A college degree is preferred.

LEADERSHIP PROFILE

The successful candidate will be a positive, energetic, competitive, and highly accountable sales leader who combines strategic thinking with a willingness to get into the field and coach. This individual should be: Results‑oriented without losing sight of the customer experience An exceptional coach and developer of people Comfortable establishing high expectations and accountability Confident using data to diagnose performance Highly collaborative across departments An effective relationship builder Professional, ethical, and trustworthy Adaptable and resourceful Capable of working independently and managing multiple priorities Passionate about helping others succeed

WHY THIS OPPORTUNITY

This is an opportunity to influence sales performance across an established multi‑location organization while building the systems, leadership capabilities, and sales culture needed to support its continued growth. For an executive who enjoys driving revenue, coaching leaders, building strong teams, improving performance, and creating an exceptional prospective member experience, this role offers the opportunity to make a measurable organization‑wide impact. #J-18808-Ljbffr jlr associates