General Manager - Surf Club

VAULT PERSONNEL PTE. LTD.; Singapore; On-site; SGD 150,000 - 230,000; Full time

Job summary

VAULT PERSONNEL PTE. LTD. is seeking an experienced Commercial Leader to own the Surf Club P&L, drive membership sales and oversee scheduling, pricing and marketing across the club.

You will lead a multi-functional team, set KPIs, ensure safety and high instruction standards, and report monthly on revenue, renewals and utilisation. Final round includes presenting a 90-day growth plan.

Qualifications

• 7+ years commercial leadership in fitness, clubs, hospitality or attractions.
• Built recurring revenue from a low base and carried the sales number personally.
• Credibility with surf and board sports culture or ability to earn it fast.

Responsibilities

• Own the Surf Club P&L in full: revenue target, pricing, mix, margin.
• Own utilisation as key operating metric: scheduling, peak pricing, throughput planning.
• Report monthly: revenue vs target, membership metrics, utilisation, repeat rate.
• Design, price and improve membership and social pack portfolio; own end-to-end sales.
• Lead the team; set KPIs; manage rosters and shift commands.
• Ensure safety and instruction quality; coordinate arena maintenance with Facilities.
• Decide pricing within bands, scheduling, and marketing execution; escalate when needed.
• Drive 90-day membership growth plan; renewals, referrals and lifetime value.

Skills

P&L ownership

Team leadership

Revenue growth

Operations management

Tools

Booking/CRM platforms

Job description

P&L & commercial

Own the Surf Club P&L in full: revenue target, pricing, mix, margin.

Own utilisation as the core operating metric: session scheduling, peak/off-peak pricing, throughput planning to materially lift utilisation.

Report monthly: revenue vs target, membership metrics, utilisation, repeat rate.

Membership & product

Design, price and improve the Trifecta Surf Club membership and social pack portfolio.

Own membership sales end to end - tours, trials, walk-in conversion, renewals and win-back - executed through the BU team; there is no dedicated sales executive.

Own renewal rate and member lifetime value; build referral mechanics with the programming & community IC.

Own the progression pathway that gives members a reason to stay (levels, coaching, milestones).

Demand & marketing

Partner with the Growth & CRM Lead on funnels: trial offers, conversion sequences, lapsed-guest win-back.

Own the offers; brief the shared studio through the Head of Brand for creative execution.

Own the surf events calendar through the programming & community IC: members' nights, progression events, community sessions.

Team leadership

Lead and develop the team; set individual KPIs cascaded from BU priorities.

Rosters and timesheets run through the central scheduling function; Guest Experience (GX) crew take shift commands from the MOD (Duty Manager).

Head instructor scope is programs and syllabus

Operations & standards

Uphold safety and instruction quality standards with the Facilities lead and MODs; safety authority on the floor is absolute and sits with the MOD.

Plan arena maintenance windows with Facilities to protect peak revenue.

Decision Authority

Decides: pricing within bands, session scheduling, BU marketing execution, team hiring within budget, membership product design. Escalates to COO: pricing outside bands, new product lines, anything affecting another BU.

What Success Looks Like

First 90 days: Membership and social packs' sales process running for every tour, trial and walk-in; baseline funnel metrics visible. Team on track to meet targets.

12 months: Material recurring membership base with strong renewals; utilisation materially and sustainably higher; revenue tracking to target; repeat rate and NPS improving.

Requirements:

• 7+ years commercial leadership in fitness, clubs, hospitality or attractions.
• Built recurring revenue from a low base and carried the sales number personally.
• P&L ownership and team leadership across mixed functions.
• Credibility with surf and board sports culture, or the ability to earn it fast.

Good to have:

• Boutique fitness, country club or premium membership experience in Southeast Asia.
• Working knowledge of booking/CRM platforms.

Final round includes presenting a 90-day membership growth plan.