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Membership Director Glen Allen Glen Allen, VA
American Family Fitness
Location : Mechanicsville, VA, 23111
Job Type : Full Time
Date Posted : 2 December 2025
PERFORMANCE EXPECTIONS: 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 weekly.
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 meetins 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.
Freqently Asked Questions
In Glen Allen, the Membership Director focuses heavily on personalized tours and proactive member engagement, reflecting the community-oriented fitness culture. Nearby cities may emphasize different sales strategies or have varied competition levels, so understanding local member preferences is key to thriving in this role.
Employers in Mechanicsville value candidates with a solid grasp of fitness concepts and experience with customer retention strategies. While formal certifications aren’t always mandatory, familiarity with popular group classes and wellness trends boosts credibility and effectiveness in membership sales.
Beyond driving memberships, this role involves team leadership during management absences, handling member concerns promptly, and orchestrating club promotions. Balancing administrative duties with hands-on member interaction is vital for maintaining club profitability and customer satisfaction.
Strong communication, lead generation expertise, and the ability to deliver compelling tours tailored to individual needs are essential. Additionally, maintaining relationships through consistent follow-ups and understanding fitness offerings enhances overall sales performance.
Advancement often leads to regional management roles or specialized positions in membership development strategy. The leadership experience gained here can also open doors in broader fitness industry operations or customer experience management.
American Family Fitness fosters a collaborative environment with regular sales meetings, comprehensive training on fitness programs, and access to diverse lead sources. This support structure encourages directors to exceed monthly objectives while honing leadership skills.
Directors here must balance sales with operational oversight during management absences, requiring adaptability and strong problem-solving. The emphasis on ‘selling by wandering’ also demands proactive engagement, which can differ from more scripted sales roles at other companies.
Membership Directors in this region typically earn between $45,000 and $60,000 annually, depending on experience and performance incentives. This range aligns competitively with similar roles within the fitness sector in Virginia, reflecting local market demand.
Glen Allen’s active lifestyle encourages Membership Directors to emphasize personalized fitness solutions and community engagement. Understanding local trends allows directors to tailor membership options that resonate with diverse demographics, boosting retention and referrals.
Yes, the company prioritizes ‘selling by wandering’ — engaging members through casual conversations and building trust organically. Directors also focus on timely follow-ups and leveraging referrals, which are critical to meeting the club’s ambitious sales targets.
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