Sales Associate Director – Drive Revenue Growth in Dubai’s Premier Fitness Collective

About the Role

Formative, the UAE’s leading fitness collective and a global membership platform, is seeking a dynamic Sales Associate Director to join our team in Dubai. We are revolutionizing the fitness experience by blending technology, design, and human energy into a lifestyle of continuous formation. This pivotal role is responsible for spearheading membership and ancillary revenue growth, cultivating a high-performance sales culture, and collaborating with Operations and Marketing to ensure an unparalleled member journey. You will oversee the entire sales pipeline, from initial lead generation to successful conversion and ongoing retention support, ensuring ambitious targets are consistently met through strategic planning, effective coaching, and data-informed decision-making.

Key Responsibilities

• Achieve and exceed monthly and quarterly sales targets for memberships, personal training, and other club services.
• Lead and enhance sales capabilities across all clubs through structured training, coaching methodologies, and performance feedback, in close coordination with Operations.
• Implement and maintain stringent sales standards, including lead response service level agreements (SLAs), appointment setting protocols, tour procedures, follow-up strategies, closing techniques, and CRM data integrity.
• Manage the complete sales funnel, from initial lead capture and qualification through nurturing, conversion, and seamless handover to onboarding and retention teams, with club-level execution managed by Operations.
• Monitor daily and weekly Key Performance Indicators (KPIs) such as call volume, appointment rates, show-up percentages, close rates, revenue generated, and early attrition signals, conducting regular pipeline reviews with Operations teams.
• Collaborate with the Marketing department to refine and optimize campaigns, referral programs, corporate partnerships, community engagement initiatives, and local outreach efforts.
• Develop and manage targeted corporate sales initiatives (B2B), including prospecting and account management.

Requirements and Qualifications

• Proven track record in sales leadership and revenue generation, preferably within the fitness or hospitality industry.
• Demonstrated ability to build, coach, and motivate high-performing sales teams.
• Strong understanding of sales funnels, CRM systems, and sales performance metrics.
• Excellent communication, interpersonal, and negotiation skills.
• Strategic thinker with strong analytical and problem-solving capabilities.
• Experience in B2B sales and corporate partnerships is a plus.
• Bachelor’s degree in Business Administration, Marketing, or a related field is preferred.

Perks and Benefits

• Opportunity to be part of a leading and innovative fitness brand in the UAE.
• Competitive salary and performance-based incentives.
• Access to state-of-the-art fitness facilities.
• Professional development and career growth opportunities.
• Collaborative and energetic work environment.

Your Career Moves Next

• Leverage your expertise in sales strategy to make a significant impact on revenue growth.
• Embrace a data-driven approach to continuously optimize sales processes and team performance.
• Build strong relationships with members and corporate clients to foster long-term loyalty.
• Stay ahead of industry trends to identify new revenue opportunities.
• Contribute to shaping the future of fitness experiences in Dubai and beyond.