Sales Associate Director

About the role

Formative, the UAE’s leading fitness collective, is seeking a Sales Associate Director to drive membership and ancillary revenue growth. You will lead the sales function, build a high‑performance culture, and partner with Operations and Marketing to deliver an exceptional member experience.

Key responsibilities

• Own and achieve monthly/quarterly sales targets for memberships, personal training, and club services.
• Lead and develop sales capability across clubs through structured training, coaching frameworks, and performance guidance.
• Establish and enforce sales standards, including lead response SLAs, appointment setting, tours, follow‑ups, closing scripts, and CRM hygiene.
• Manage the end‑to‑end sales funnel: lead capture, qualification, nurturing, conversion, and handover to onboarding/retention teams.
• Track daily/weekly KPIs (calls, appointments, show rate, close rate, revenue) and conduct regular pipeline reviews with Operations.
• Partner with Marketing to optimise campaigns, referral programmes, corporate partnerships, community events and local outreach.
• Create and maintain B2B corporate sales initiatives, from prospecting to negotiations and account growth.
• Handle escalations related to sales, contracts and member expectations while protecting the brand experience.
• Provide accurate sales forecasting, reports and insights to senior leadership.

Required profile

• Bachelor’s degree in Business, Marketing, Sports Management or related field, or equivalent experience.
• 5+ years of sales experience with at least 2 years in a leadership role; experience in fitness, hospitality, retail or subscription‑based businesses preferred.
• Proven track record of meeting or exceeding revenue targets and building high‑performing teams.

Required skills

• CRM proficiency