Jobloria
Membership Director
American Family Fitness
Location : Ashland, VA, 23005
Job Type : Full Time
Date Posted : 2 December 2025
PERFORMANCE EXPECTATIONS: MEMBERSHIP DIRECTOR
1. To provide effective membership tours to prospective members and guests, determining their needs and wants and matching those needs and wants with an appropriate membership.
2. Follow up with those who do not join today within 24 hours by phone and/or written correspondence.
3. When not touring, generate new sales leads through prospecting - continue to work with current leads, member referrals, old leads, lead boxes, etc. You are expected to make a minimum of 50 phone calls per day and have a minimum of 7 appointments daily including phone numbers. Collect an average of 3 referrals per new member sale.
4. Make approximately 10 calls per day to current members to stay in touch and assist with member retention.
5. Listen to and read relevant sales materials as well as attend and participate in weekly sales meetings to enhance performance.
6. Meet and exceed goals monthly and maintain employment. Your monthly sales and renewals goals equal the club goal divided by the number of current sales team members.
7. Complete all membership paperwork accurately and promptly.
8. Complete membership sales reports/production sheets accurately and submit.
9. Work as a team member on the management staff to provide a high level of customer service to members, inspiration and leadership to staff, and assist in directing the flow of the club for smooth and profitable operation. Management responsibility includes, but is not limited to, overseeing staff and club operations when management is not present, effectively handling member situations, freezes, questions, concerns, etc.
10. Participate and assist in the planning and implementation of all promotions.
11. Schedule to equal a minimum of 40 hours per week.
12. Uphold all policies at all times including but not limited to: company handbook, guest policies, rules of the UPS list, rules of the team set forth in sales meeting past and future, etc.
13. Adequate knowledge of all equipment, activities, group exercise classes, kids programs, etc. General knowledge of fitness and its benefits.
14. Selling by Wandering Around (SBWA) with a purpose. Have conversations with those you know and introduce yourself to those you do not.
15. Complete renewals daily.
Freqently Asked Questions
Ashland's fitness sector is growing steadily, but the pool of experienced Membership Directors remains moderate. Candidates with proven sales leadership and member engagement skills, especially in community-focused gyms like American Family Fitness, stand out in this market. Local demand favors those adept at balancing sales goals with team management.
Given Ashland’s community size, Membership Directors often juggle personalized member outreach with strategic sales targets. Maintaining high retention rates while navigating a competitive local market requires strong interpersonal skills and adaptability to regional fitness trends popular among residents.
Successful Membership Directors combine persuasive communication with strategic prospecting. They must expertly convert tours into memberships, manage leads efficiently, and inspire sales teams, all while fostering member satisfaction and retention—a skill set critical for growth-oriented fitness clubs.
Starting as a Membership Specialist or Coordinator often leads to roles like Membership Director or even broader managerial positions. Developing leadership, sales strategy, and operational oversight can open doors to executive roles within fitness organizations or related membership-driven industries.
Beyond tours and calls, this role involves detailed paperwork, sales reporting, staff oversight during managerial absences, and coordinating club promotions. Effective Membership Directors balance administrative precision with team leadership to ensure smooth club operations.
American Family Fitness emphasizes team collaboration, member-focused leadership, and proactive sales techniques like selling by wandering around (SBWA). Their Membership Directors are expected to not only meet sales goals but also uphold strong customer service and club operational standards unique to their brand culture.
The position blends rigorous sales targets with a hands-on leadership approach, requiring managing staff and member relations extensively. American Family Fitness prioritizes a community-centric atmosphere, so Directors often engage deeply with members and local fitness trends in Ashland.
Membership Directors in Ashland generally earn between $45,000 and $60,000 annually, reflecting regional cost of living and industry standards. This is slightly below major metro averages but balanced by community-focused roles that offer growth and leadership opportunities within fitness clubs.
While formal certifications aren't always mandatory, credentials in sales, customer relationship management, or fitness industry knowledge enhance candidacy. Familiarity with CRM tools and local fitness trends in Ashland also gives applicants an edge in member acquisition and retention.
High-volume calling ensures a steady lead pipeline and member engagement, crucial for meeting sales quotas. This persistent outreach not only generates new memberships but also strengthens retention through personalized member contact, directly influencing club profitability and Director performance.
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