General Manager

# **General Manager | Iron Culture Fitness** **Reports to:** Ownership / Executive Leadership ### **Role Summary** The General Manager (GM) serves as the leader of the Iron Culture club, responsible for the overall performance of the business. This role owns the full P&L, drives aggressive revenue growth, and builds a high-performance culture rooted in accountability, sales excellence, and a premium member experience. The GM is responsible for membership growth, personal training revenue, retention, and total profitability. This leader builds a culture where metrics matter, people are developed, and the club wins together. **This is a "lead-from-the-front" position; the GM is expected to actively engage in the sales process to drive results.** ### * * * **Essential Duties & Responsibilities** #### **Business & Revenue Leadership** - **Own and deliver club P&L performance:** Manage membership sales, PT revenue, retail, and ancillary income. - **Strategic Execution:** Develop and execute strategies to drive net member gain and increase average revenue per member. - **KPI Accountability:** Set, track, and hold the team accountable to daily/weekly KPIs, including close rates, assessments booked, and payroll margins. #### **Sales & Growth Execution** - **Active Sales Participation:** Actively sell alongside team members. Conduct tours, handle lead follow-up, and close deals personally as needed to ensure the club hits its monthly targets. - **Sales-First Culture:** Lead a high-energy sales environment across the entire club. - **Coaching & Discipline:** Personally coach managers on lead management, consultative selling, and pipeline discipline. - **Demand Generation:** Drive local marketing, corporate partnerships, and community outreach to generate high-quality leads. #### **People Leadership & Accountability** - **Talent Management:** Recruit, train, and develop top-tier talent for the Front Desk, Sales, and Personal Training departments. - **Performance Rhythms:** Establish clear goals and conduct weekly business reviews to ensure every department is on track. - **Mentorship:** Identify and develop future leaders within the organization through consistent one-on-one coaching. #### **Member Experience & Retention** - **End-to-End Journey:** Own the member experience from the first visit to long-term loyalty. - **Premium Environment:** Ensure a welcoming, community-driven, and "results-first" club atmosphere. - **Retention Strategies:** Implement engagement programs and events to reduce attrition and increase member lifetime value. #### **Operations & Financial Management** - **Facility Excellence:** Oversee equipment upkeep, cleanliness, safety, and compliance to maintain Iron Culture’s premium brand standards. - **Budgetary Control:** Manage payroll and operating expenses to maximize profitability without compromising the member experience. - **SOP Execution:** Ensure all standard operating procedures and safety protocols are followed consistently. ### * * * **Qualifications** **Required:** - **Experience:** 3–5+ years of management experience in fitness, hospitality, or high-end retail. - **Leadership:** 2–4+ years leading teams of 5–20+ employees with measurable performance outcomes. - **Sales Mastery:** Proven track record of personally driving sales and managing a high-volume sales pipeline. - **Business Acumen:** Strong understanding of P&L management and KPI-driven decision-making. - **Certs:** CPR/AED certification (or willingness to obtain); Personal Training certification (or willingness to obtain within 90 days). **Preferred:** - Bachelor’s Degree in Business, Sports Management, or a related field. - Experience scaling a high-growth fitness brand or service-based business. - Expert-level familiarity with CRM systems and KPI dashboards. ### * * * **Physical & Environmental Requirements** - Ability to work peak business hours, including evenings and weekends. - Prolonged standing and walking on the club floor to engage…