Overview:

The Area Director Of Western Maryland is a boots-on-the-ground leader who brings fire to the front lines of our clubs. They are obsessed with execution and operate with urgency, clarity, and compassion. This role bridges operations and sales, ensuring our systems are followed, our people are coached, and our members are wowed. Area Directors are performance mentors with high standards and even higher expectations for themselves and their teams.

Key Responsibilities:

1.  Drive Sales Execution

·        Embed the Crunch Sales System into the DNA of every staff member.

·        Audit appointment setting, tour delivery, follow-ups, and appointment execution weekly.

·        Coach GMs, PTMs, AGMs, and MSRs on sales tone, urgency, and retention flow.

·        Celebrate strong performers while correcting gaps in real time.

·        Ensure every member receives a confident, connected, and consistent experience.

2.  Build Operational Excellence

·        Perform walkthroughs with GMs/AGMs/PTMs to assess club readiness.

·        Audit uniform compliance, front desk service standards, and cleanliness systems.

·        Partner with leadership to reinforce systems and make SOPs habitual.

·        Flag and coach through deviations—not with fear, but with mentorship and clarity.

·        Hold clubs to the highest standards while helping them get there.

3.  Develop Leaders

·        Coach GMs /PTMs and AGMs to think strategically, lead empathetically, and execute relentlessly.

·        Conduct shadowing sessions, leadership 1-on-1s, and goal alignment huddles.

·        Build individual growth plans for each leader—especially those in red zones.
·       Recognize effort, attitude, and accountability as key traits of promotion.

·       Be the person who makes them believe they can be better—and helps them prove it.

4.   Champion Performance & Growth

·        Review daily KPI dashboards: joins, PT revenue, appointments, outreach

·        Identify top performers, clubs slipping behind, and trends that need immediate pivots.

·        Create action plans with leaders that are clear, measurable, and time bound.

·        Drive energy through contests, whiteboards, recognition, and leaderboards.

·        Keep everyone on pace—and on purpose.

·        Step into the Role of absent Manager & drive team performance.

5.  Activate Outreach & Local Momentum

·        Support AGMs and outreach reps in building community buzz and business relationships.

·        Review lead source reports weekly and drive grassroots shifts as needed.

·        Check event execution: setup, lead collection, follow-up, and ROI tracking.

·        Encourage creativity, challenge comfort zones, and celebrate visibility wins.

·        Promote a street-team mindset: proud, passionate, present.

6.  Communication, Report, and Elevate

·        Submit weekly summaries to the VP with insights, pivots, and red flags.

·        Provide coaching logs, leadership development progress, and club visit recaps.

·        Help design contests, blitzes, and campaign launches across your region.

·        Proactively propose staffing changes when performance or morale is off course.

·        Be the voice of reality and the spark of belief. What You Bring to the Table:

·        5+ years leading multi-unit teams in fitness, hospitality, or retail with proven results.

·        Mastery of membership sales, CRM systems, PT program integration, and field coaching.

·        Traveling (up to 90%) with passion for driving club-by-club excellence.

·        A heart for mentoring, a head for business, and the hunger to win.

You’ll Be Measured By:

·        % of clubs hitting key revenue targets

·        Sales system compliance and execution

·        PT Appointment %, Show %, and PT conversion rates

·        Staff retention, development, and promotional bench growth

·        Lead generation, outreach effectiveness, and local engagement wins