Area Director, Regional Fitness Ops & Growth (Remote)

Crunch, LLC; Maryland; Hybrid; USD 120,000 - 180,000; Full time

Benefits offered by this job

Bonus based on performance

Competitive salary

Employee discounts

Free uniforms

Health insurance

Opportunity for advancement

Paid time off

Training & development

Job summary

Crunch, LLC is seeking an Area Director of Southern Maryland & Northern Virginia to lead multi-unit clubs with urgency, clarity, and compassion. This role bridges operations and sales, coaching staff, ensuring systems are followed and members are wowed.

Ideal candidates have 5+ years of multi-unit leadership in fitness/hospitality/retail, strong CRM and sales expertise, and willing to travel up to 90% to mentor clubs across the region.

Qualifications

• 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.
• Travel up to 90% with passion for driving club-by-club excellence.

Responsibilities

• Drive Sales Execution by embedding the Crunch Sales System across staff and auditing activities weekly.
• Build Operational Excellence through club readiness checks and SOP adherence.
• Develop Leaders with coaching, shadowing, and growth plans for GMs and managers.
• Champion Performance & Growth by reviewing KPIs, identifying trends, and creating action plans.
• Activate Outreach & Local Momentum by supporting outreach reps and driving community engagement.
• Communicate, Report, and Elevate via weekly summaries and leadership development documentation.

Skills

Leadership

Sales leadership

CRM experience

Mentoring

Tools

CRM software

Job description

Benefits:

• Bonus based on performance
• Competitive salary
• Employee discounts
• Free uniforms
• Health insurance
• Opportunity for advancement
• Paid time off
• Training & development

Overview:

The Area Director Of Southern Maryland & Northern Virgina 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

Flexible work from home options available.