Our purpose:

To change people’s lives for the better through wellness. We are passionate about supporting people to lead healthy fulfilled lives by providing a space where they can focus on their physical, mental and social well-being.

Our mission is to create an environment where wellness works for everyone. At Virgin Active wellness is not just about fitness- it’s about creating real experiences that support members in their holistic health journey.

We provide a luxury wellness environment that fosters personal growth, community, and transformation. Our approach is accessible, inclusive, and built on the foundation of social wellness. We operate as a full-time onsite function - because we believe the best ideas come to life when we’re collaborating in person, sharing thoughts, and building together.

Our wellness offering is built on core pillars which define who we are and how we deliver on our promise:

1. Refreshing Real Experiences: Authentic, engaging experiences that inspire lasting
2. Holistic Wellness: A comprehensive approach integrating fitness, mental health, nutrition, and recovery.
3. Curated Guidance and Progress: Personalized coaching and programs to support sustainable progress.
4. Communities Without Conformity: Diverse, welcoming environments where everyone feels

The purpose of this role is to drive strong regional commercial performance by effectively translating national sales strategy into consistent, disciplined execution. This includes delivering on key metrics such as unit growth, revenue, conversion, yield, and net membership, while ensuring sales operations are well-managed through structured planning, coaching, and consistent people management practices.  

A key priority is to build a sustainable high-performing sales team through strong leadership of Area Sales Managers and Sales Managers. This involves improving retention, productivity, onboarding, and leadership capability, while fostering a culture of accountability, continuous improvement, and adaptability to strategic change, ensuring new initiatives and ways of working are successfully embedded.

A day in the life of… (Your Duties & Responsibilities…)

Commercial Delivery and Execution

• Own the delivery of regional sales targets across units, revenue, conversion, yield and net membership growth.
• Translate the national sales strategy into clear regional plans with measurable actions, owners and deadlines.
• Monitor regional performance daily, weekly and monthly, identifying risks early and driving corrective action quickly.
• Ensure Area Sales Managers and Sales Managers are focused on the right controllables to improve run-rate, conversion and output.
• Drive regional forecast accuracy and maintain a clear view of delivery confidence, risks and mitigation actions at all times.
• Lead execution of product, campaign and commercial initiatives within the region, ensuring alignment between sales, marketing, operations and product teams.

People Leadership

• Lead, coach and develop Area Sales Managers capability to drive consistent performance.
• Lead, coach and develop people leadership capability where ASM’s can comfortably diagnose problems, drive actions and hold teams accountable.
• Build Sales Manager capability indirectly through the Area Sales Manager layer.
• Ensure regional review disciplines are concise, factual, visual and decision oriented.
• Create strong management discipline that drive clarity, confidence, urgency and ownership at all levels.
• Have an active and updated talent succession plan across ASM’s and SM’s within the region
• Model the leadership behaviours expected in Virgin Active: Direction, Effective Communication, Integrity and accountability, Empathy and EQ, Motivation and Inspiration and decision making.

Productivity, Workforce Stability and Effectiveness

• Drive sales workforce retention within the region and actively manage attrition risk.
• Improve tenure mix and reduce over-reliance on low-tenure sales employees.
• Ensure new joiners are supported through strong onboarding, effective training and manager-led integration into the team.
• Ensure the sales management team adhere to defined Virgin Active people practices.
• Partner with trainers, recruitment and the People team to improve ramp-up time, coaching quality and quality of hire.
• Review and recommend recruitment exceptions in line with the approved recruitment control process, ensuring every request is supported by performance, churn, vacancy and mitigation data.
• Drive a productivity-led sales model by improving output per consultant and ensuring resources are optimised before headcount is requested.

Regional Insight, Problem Solving and Opportunity Creation

• Use market and club insight to identify opportunities and risks within the region.
• Monitor competitor activity and recommend tactical changes where required.
• Identify new and creative ways to improve commercial performance, member acquisition and local market relevance.
• Ensure all marketing and trade activity requests are supported by cost, expected output and previous results where applicable.
• Encourage sharing of successful regional practices so that high-value ideas can be replicated quickly across the broader sales structure.

Governance, Systems and Operating Discipline

• Ensure all systems, tools, scorecards and reporting mechanisms required to drive the sales strategy are operational and used consistently.
• Maintain a strong cadence of club visits, Area Sales Manager reviews, performance follow-ups and intervention tracking.
• Ensure performance management, misconduct management and behavioural issues are addressed quickly and appropriately.
• Ensure operational discipline in lead management, pipeline visibility, conversion focus and customer experience at point of sale.
• Maintain strong financial discipline in regional budgeting, planning and cost awareness.

Travel

• A fair amount of travel is required to be successful in the role.

We can’t live without… (Minimum Requirements)

• Formal Matric qualification.
• Relevant tertiary qualification.
• Minimum of 4-5 years’ proven multi-site leadership experience in a regional or area management role
• 5+ years’ sales management experience (cluster or single site)
• 7+ years’ technical sales experience within a similar environment.
• Proven ability to lead remotely and drive execution through multiple management layers.
• Proven commercial and analytical capability, including understanding of cost, margin, profit and business performance drivers.
• Strong understanding of Virgin Active (or similar) sales processes, methodologies, systems and performance tracking.
• Proven track record of leading, developing and improving sales teams and sales performance.
• Proven coaching ability, including use of structured coaching models such as GROW.
• Strong written and verbal communication skills.
• Ability to travel is required for the role.
• Demonstrated ability to improve retention, onboarding effectiveness and team productivity.
• Demonstrated ability to use data and performance trends to make decisions and drive action.
• Demonstrated ability to lead change and embed new ways of working in a region.

We’d like you to have… (Attributes)

• Strong communication, interpersonal and senior leadership skills across all levels.
• Excellent presentation skills and the ability to influence credibly at senior stakeholder level.
• Strong relationship-building capability with the ability to create alignment across functions.
• Experience working with marketing, operations and product teams to unlock commercial opportunities.
• Strong strategic thinking combined with hands-on operational execution.

We’d love you to have… (additional skills)

• The ability to build a high-performance regional culture through coaching, systems and accountability.
• The ability to improve sales productivity across multiple sites and lead through others.
• The ability to identify patterns in performance and translate those into practical action plans.
• Experience leading transformation, stabilising underperforming teams and embedding new ways of working.
• The ability to balance commercial delivery with people development and long-term capability building.