Director of Commercial Growth

REP Fitness UK & Europe; Stonehouse; On-site; GBP 120,000 - 180,000; Full time

Job summary

REP Fitness UK & Europe seeks a Director of Commercial Growth to translate global strategy into a European commercial plan across Europe, including the UK. You will unify e-commerce, showroom and inside sales under one digital-first function to convert demand into profitable revenue.

This role requires senior leadership experience, pricing discipline, and the ability to lead strategic accounts and market expansion across multiple European markets.

Qualifications

• Senior commercial leadership in fitness equipment or related B2B/B2C markets.
• Experience leading multiple functions (e-commerce, showroom, inside sales) as one unit.
• Digital-first mindset with data-led decision making and demand generation understanding.
• Experience translating global/group strategy into regional plans within a US-headquartered org.

Responsibilities

• Own the European commercial plan and market strategy for Europe and the UK.
• Lead e-commerce, showroom and inside sales as a connected, revenue-driving function.
• Set pricing, contracts and margin guardrails across European markets.
• Drive market expansion, distributor-to-direct decisions and new customer verticals.
• Forge executive relationships and manage strategic accounts across Europe.

Skills

Senior leadership

E-commerce

Showroom management

Inside sales

Pricing strategy

Negotiations

Market expansion

CRM

Analytics

Digital marketing awareness

Tools

CRM systems

Analytics tools

Digital sales tools

Job description

The Director of Commercial Growth - Europe is REP Fitness's senior commercial leader across Europe, including the UK, and the commercial partner to the Managing Director - Europe. You'll translate REP's global commercial strategy into one European commercial plan, and lead e-commerce, the showroom and inside sales as one integrated, digital-first commercial function that converts demand into profitable revenue.

You'll work in close partnership with the marketing team who own demand generation, and with Operations, who own fulfilment. Your job is to own the conversion of that demand into confirmed sales, leading and connecting the commercial functions rather than heading any one of them, and working closely with REP's US commercial leadership.

This is a highly autonomous, strategic role with real decision-making authority, including deal pricing within agreed margin guardrails, team priorities, allocation of the commercial budget and the final call on competing priorities between functions. It also stays hands-on, supporting the team and REP's major commercial deals when it counts.

What you'll own

• Commercial strategy and planning: own the European commercial plan, recommend the product range for each market and channel, and deliver sustained, profitable revenue growth backed by data-led forecasting, pipeline reviews and performance tracking.
• Cross-functional alignment: give e-commerce, the showroom and inside sales a clear shared direction, build joined-up ways of working and clean handovers, and act as the final decision-maker on competing priorities between the commercial functions.
• Demand partnership: set the commercial priorities the European demand plan should serve, make sure every qualified lead is followed up and converted promptly, and feed conversion data and customer insight back to Marketing.
• Demand conversion: lead e-commerce, the showroom and inside sales as one connected route to purchase, with e-commerce at the centre of the customer journey, and make sure every confirmed sale reaches Operations complete and accurate.
• Strategic accounts and market reputation: step into executive relationships, complex negotiations and multi-site rollouts on REP's highest-value accounts, and represent REP across the commercial fitness sector, including at B2B trade events.
• Market expansion: lead phased, REP-led entry into new European markets, and recommend where and when to move from distributor coverage to REP-led sales, or into new customer verticals.
• Pricing, contracts and governance: own European price positioning and promotional pricing, set price lists and discount guardrails that protect margin while enabling the team to win, make sure contracts and terms work in each market, and keep the CRM as the central source of truth.
• Team leadership: lead, manage and develop the European commercial leadership team, set the standard through personal example, and build a digital-first commercial function that scales in step with performance.

What success looks like

European revenue delivered against plan by channel, profit contribution consistently above agreed minimum margins, accurate forecasting, strong conversion across e-commerce, the showroom and inside sales, growing and well-retained strategic accounts, and a commercial leadership team that is performing and developing.

What you'll bring

• Senior commercial leadership in fitness equipment or a closely related B2B and B2C market, with a track record of delivering significant, profitable revenue growth.
• Experience leading senior managers across multiple commercial functions as one, spanning e-commerce, retail or showroom, and inside sales or B2B.
• A digital-first commercial mindset, with strong e-commerce trading, conversion and data-led decision-making capability, and an understanding of how digital marketing generates demand.
• Experience translating global or group strategy into regional plans within a US-headquartered organisation, working across time zones.
• Strong stakeholder management, with the ability to influence and build rapport with senior leaders above, alongside and below you.
• Credibility and a network among commercial fitness operators and senior buyers.
• Strong capability in pricing strategy, promotional planning, product range planning, margin management, forecasting and revenue planning.
• Experience scaling a commercial function across European markets, including market entry, route-to-market and distributor-to-direct decisions.
• Working knowledge of commercial contracting and terms and conditions across European jurisdictions, working with finance and legal advisers.
• Disciplined use of CRM, analytics and digital sales tools, with experience designing and embedding end-to-end commercial processes.
• Strong people management, setting clear direction, developing the capability of your team and holding yourself to the same standards you expect of others.

How you'll work

REP's five core values shape how this role is done:

• Think Like a Customer: shape the commercial plan around how customers actually discover, research and buy, so every function serves one joined-up journey.
• Progress over Perfection: move the functions forward through practical, measurable changes and digital tests, learning from the data rather than waiting for a perfect plan.
• Positive Attitude: bring energy and resilience to growth targets, cross-functional tension and setbacks.
• Teamwork Without Ego: put the European commercial plan ahead of any one function and work as one team with Marketing, Operations and US colleagues.
• Take Initiative: spot shifts in customer behaviour, digital trends, competitor pricing or new markets early, and act before competitors move.

JLB Search have been retained by REP Fitness to run this process.