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)

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 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:

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.

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.

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.

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.

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.

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.

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