Regional Sales Director

BSN SPORTS, A VARSITY BRANDS COMPANY - THE RECOGNIZED LEADER IN TEAM ATHLETIC GEAR

For over 50 years, BSN SPORTS has been the largest team sporting goods equipment and apparel distributor of choice in the United States. Our 3,000 BSN SPORTS employees strive to support the heart of the game by putting valuable time back into the day of coaches and administrators through excellent service platforms. Our company mission is simple:
Save coaches and administrators time with everything they do off the field so they have more time to impact young lives on it.

Full‑time Remote - Wisconsin/Michigan

Wisconsin/Michigan

Hours may vary based on the team and customer needs. Evenings and weekends may be required.

Travel in the field to help develop new accounts and increase sales in current accounts as needed; as well as time participating in regional coaches clinics, shows, conferences, and territory events.

BSN Sports is seeking a Regional Sales Director who serves as a strategic enabler and multiplier for Area Sales Managers (ASMs). This role is accountable for strengthening leadership capability, driving targeted and sustainable growth, and ensuring disciplined execution across the sales organization. The Regional Sales Director translates enterprise strategy into clear territory priorities, talent decisions, and pipeline health
, ensuring consistent performance and long‑term scalability.

The Regional Sales Director represents Varsity Brands by modeling company core values and upholding the highest ethical standards in all business activities.

• Partner with Area Sales Managers (ASMs) to hire, onboard, develop, and retain Sales Pros.
• Assess team capability, close performance gaps, and build strong succession pipelines.
• Coach ASMs on people leadership, accountability, and performance management.

• Train and mentor new and existing ASMs to ensure consistent leadership expectations, coaching standards, and sales discipline.
• Lead regular leadership huddles, training sessions, and development reviews.
• Serve as a trusted thought partner on territory management, talent development, and sales process rigor.

• Set and communicate territory strategies aligned to company priorities and market opportunity.
• Drive focused growth initiatives by market, account type, or product line.
• Continuously evaluate and adjust territory plans to maximize revenue, margin, and market share.

• Lead regional pipeline inspection to ensure accuracy, velocity, and opportunity quality.
• Partner with ASMs on forecasting, risk identification, and corrective action.
• Enforce consistent CRM usage, sales tools adoption, and reporting standards.

• Maintain accountability for regional sales and margin performance through strong leadership execution—not direct selling.
• Travel within the region to observe field execution, reinforce expectations, and support high‑impact opportunities.

• Lead and model Varsity Brands culture, values, professionalism, and ethical conduct.
• Contribute to regional and enterprise initiatives, including sales meetings, trade shows, and cross‑functional projects.

• Bachelor’s degree from a 4‑year university (preferred).
• 2+ years of sales commission team management experience
  , typically leading 7 Direct Reports; 90 Indirects.
• 3+ years of B2B sales experience with a documented track record of success.
• Proven experience in recruiting, hiring, and onboarding sales talent.
• Hands‑on experience training and developing new employees
  .

The physical demands that are described as required are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• This job operates in a hybrid environment between a home office, school, community, and…