Managing Director, BFT

Xponential Fitness, LLC; Irvine (CA); On-site; USD 200,000 - 320,000; Full time

Job summary

Xponential Fitness LLC is seeking a Managing Director of BFT to drive strategic growth, operational performance, and franchisee success across the BFT brand. The role acts as the primary advocate for the franchise system, aligning priorities and mobilizing cross‑functional teams to improve studio performance and unit economics.

The MD will lead brand strategy, market expansion, and partnerships with franchise owners, while championing data-driven decision making and accountability across the

Qualifications

• 10–15+ years of leadership experience in franchise, multi-unit, or consumer service businesses.
• Proven experience leading brand strategy and/or operational performance initiatives.
• Experience operating within cross-functional or matrix organizations.

Responsibilities

• Define and lead the strategic direction for the BFT brand.
• Develop and execute a multi-year roadmap for growth, innovation, and performance improvement.
• Identify opportunities to expand revenue streams and strengthen brand differentiation.
• Lead ongoing brand and product evolution, including class offerings, programming, and member experience.
• Serve as the primary relationship leader for the BFT franchise network.
• Build strong partnerships with franchise owners and advisory councils.
• Champion a franchisee-first mindset, incorporating operator feedback into decision-making.
• Own and improve studio-level economics in partnership with franchisees.
• Use data and analytics to inform decisions, track progress, and optimize outcomes.

Skills

Franchise leadership

Strategic leadership

Cross-functional influence

Data-driven decision making

Communication & transparency

Execution & accountability

Collaboration & feedback

Job description

Who We Are

Xponential Fitness, LLC (NYSE: XPOF) is a leading global franchisor of health and wellness brands. Through its mission to make boutique health and wellness experiences accessible to everyone, the Company operates a diversified platform of five brands spanning across verticals including Pilates, barre, stretching, strength‑training, and yoga. In partnership with its franchisees, Xponential brands offer energetic, accessible, and personalized workout experiences led by highly qualified instructors in studio locations across 49 U.S. states, Puerto Rico, and 30 countries globally. Xponential’s portfolio of brands includes Club Pilates, the largest Pilates brand in the United States; StretchLab, a concept offering one‑on‑one and group stretching services; YogaSix, one of the largest franchised yoga brands in the United States; Pure Barre, a total body workout that uses the ballet barre to perform small isometric movements, and one of the largest Barre brand in the United States; and BFT, a functional training and strength‑based program.

Position Summary

The Managing Director of BFT is the senior leader responsible for driving the strategic growth, operational performance, and franchisee success of the brand. This role serves as the primary advocate for the BFT franchise system, ensuring the brand receives the focus, alignment, and execution required to deliver sustainable, long‑term growth. The Managing Director will define the brand’s strategic direction, translate priorities into actionable plans, and mobilize cross‑functional teams to deliver measurable improvements in studio performance, unit economics, and overall brand strength. Operating within a matrix organization, this leader must effectively influence internal stakeholders while building strong, trust‑based partnerships with franchise owners.

Key Responsibilities

Brand Strategy & Growth

• Define and lead the strategic direction for the BFT brand
• Develop and execute a multi‑year roadmap for growth, innovation, and performance improvement
• Identify opportunities to expand revenue streams and strengthen brand differentiation
• Lead ongoing brand and product evolution, including class offerings, programming, and member experience

Franchise System Leadership

• Serve as the primary relationship leader for the BFT franchise network
• Build strong partnerships with franchise owners and advisory councils
• Champion a franchisee‑first mindset, incorporating operator feedback into decision‑making
• Act as the internal advocate for franchisee needs, ensuring alignment across the organization
• Demonstrate empathy for studio‑level operations and franchisee investment

Performance & Unit Economics

• Drive system‑wide performance across key metrics, including:
  • Same‑store sales growth
  • Member acquisition and retention
  • Studio profitability and unit economics
  • Franchisee satisfaction and engagement
• Own and improve studio‑level economics in partnership with franchisees
• Use data and analytics to inform decisions, track progress, and optimize outcomes

New Studio Development & Market Expansion

• Partner with development and operations teams to support new studio growth
• Ensure successful studio openings through strong presale execution, marketing readiness, and operational support
• Contribute to market expansion strategy and long‑term network growth

Marketing & Demand Generation

• Partner with marketing leadership to ensure national and local strategies drive measurable results
• Improve lead generation, conversion, and member growth at the studio level
• Ensure marketing effectiveness translates into tangible franchise performance

Cross‑Functional Leadership

• Lead and align cross‑functional teams, including Marketing, Operations, Training & Experience, Technology, Analytics, and Development
• Ensure clarity in roles, responsibilities, and decision‑making within a matrix organization
• Remove internal barriers and drive accountability for results
• Establish clear escalation paths and alignment on ownership of outcomes

Execution & Operational Excellence

• Translate strategy into clear initiatives with defined milestones and timelines
• Establish a consistent operating cadence across teams
• Ensure consistent and effective execution of brand initiatives across the franchise network
• Track progress and communicate performance against priorities

Communication & Change Leadership

• Communicate clearly, consistently, and transparently with franchisees and internal stakeholders
• Provide visibility into priorities, progress, and performance outcomes
• Foster trust, alignment, and collaboration across the franchise system

Required Experience

• 10–15+ years of leadership experience in franchise, multi‑unit, or consumer service businesses
• Proven experience leading brand strategy and/or operational performance initiatives
• Experience working within franchise or multi‑location systems
• Demonstrated success driving revenue growth and improving profitability
• Experience operating within cross‑functional or matrix organizations

Preferred Experience

• Boutique fitness, wellness, or lifestyle brand experience
• Experience in instructor‑led or modality‑based fitness models
• Experience working with franchise advisory councils
• Experience scaling multi‑unit or franchise businesses

Core Competencies

• Franchise Partnership: Builds trust and credibility with franchise owners
• Strategic Leadership: Defines a clear vision aligned to long‑term growth
• Cross‑Functional Influence: Effectively mobilizes diverse teams
• Data‑Driven Decision Making: Uses analytics to guide strategy and execution
• Communication & Transparency: Builds alignment through clarity and openness
• Execution & Accountability: Delivers measurable results
• Collaboration & Feedback: Actively listens and incorporates input

Success Metrics

Performance will be evaluated based on:

• Franchisee satisfaction and engagement
• Same‑store sales growth
• Studio profitability and improved unit economics
• Effectiveness of marketing and lead generation
• Successful execution of brand initiatives
• Strength of cross‑functional collaboration
• Growth and success of new studio openings

Performance Expectations

• Deliver measurable improvements in key financial and operational metrics within 12–24 months
• Align major initiatives with clear business impact and ROI
• Build a high‑functioning, aligned cross‑functional operating model
• Strengthen the overall health and scalability of the BFT franchise system

Xponential Fitness LLC provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.