General Manager, Agency Lab

About Fora

Fora is the modern travel agency
, empowering anyone with a passion for travel to build a thriving advisory business. We're modernizing the $100B+ travel agency industry by combining powerful technology, data, and community to enable thousands of entrepreneurs to build on our platform. Our business-in-a-box platform gives travel entrepreneurs everything they need to launch and scale, from cutting-edge tools and personalized training to a vibrant community and exclusive industry partnerships.

At the heart of it all is our mission: to help the next generation of travel entrepreneurs turn their love for travel into a fulfilling career
, whether full-time or part-time. We believe that everyone, from seasoned professionals to first-time advisors, can build something both profitable and personal.

Founded in 2021 by seasoned entrepreneurs, Fora has grown steadily since, expanding to a team of 200+ full-time employees based in downtown New York City
. In 2025, we announced our $60 million Series B and C investment rounds
, led by Thrive Capital and Insight Partners
, with participation by previous investors including Forerunner and Heartcore Capital. We've also been recognized as a Linked In Top Startup 2024, Fast Company's Most Innovative Companies 2025 and 2023, and Built In 2025 Best Places to Work.

We're building the first truly unified platform for all travel needs—leveraging the best of human expertise and technology to transform how people plan and book travel.

We’re seeking a General Manager to launch and lead a new agency in the Adventure Travel vertical. This is a rare opportunity to build a focused, specialist business from the ground up— powered by Fora’s AI-enabled platform, supplier relationships, and infrastructure—and to prove out a model that Fora intends to replicate across other travel niches.

The GM will build and lead a newly-branded agency, and build a team of Independent Contributors (ICs) who want to learn to build a travel business in this space. This is a full-time role, remote option considered. While this role is focused on adventure travel, we're open to candidates with deep passion for another travel niche—the right operator wins over the specific vertical.

Agency Building and Performance:

• Launch and operate an adventure-focused travel agency that is powered by Fora’s AI-enabled platform.
• Grow agency revenue through advisor productivity, client bookings, and supplier relationships.
• Serve as an external-facing thought leader on what it looks like to build and scale a niche agency on Fora's platform.
• Track and report on agency performance (advisor activity, booking volume, and business growth).
• Onboard, coach, and mentor ICs from their first booking through building sustainable, growing businesses.

Strategy and Operations

• Define the agency’s positioning, focus areas, and go-to-market strategy.
• Build and optimize operational processes that can serve as a repeatable playbook for future Fora verticals
• Identify and address gaps in training, onboarding, platform tools, supplier partnerships, and community for ICs

• 5-7 years professional experience
• Demonstrated P&L ownership
• Genuine passion for travel–ideally within the adventure category, but the right candidate with authentic enthusiasm for another niche in the industry is equally welcome
• Strong management and leadership skills, including the ability to recruit, inspire, and develop non-traditional talent
• Entrepreneurial mindset—comfort with ambiguity, building from scratch, and operating with minimal infrastructure
• AI-forward and growth-minded—excited to leverage new tools and technology as a core part of how you work and lead
• Ability to work in the U.S.

• MBA or other advanced degree
• Experience in a high-growth startup or technology-enabled business
• Familiarity with the host agency model
• An existing network that extends into adventure-adjacent communities

Compensation for this role varies based on experience, with an indicative range of $160K–$180K + equity. Final compensation will depend on the level at which the candidate is hired, as we’re considering multiple levels…