Jobloria
Membership Director
American Family Fitness
Location : Glen Allen, VA, 23060
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
At American Family Fitness, the Membership Director balances inspiring staff leadership with active member interaction, such as conducting personalized tours and nurturing relationships. This dual focus fosters a vibrant fitness community while driving membership growth and retention in Glen Allen's competitive market.
Given Glen Allen's diverse demographics, a Membership Director at American Family Fitness must tailor membership solutions to varied fitness goals, manage high call volumes daily, and maintain strong member retention strategies amidst local competition, ensuring the club remains a preferred fitness destination.
Daily priorities include conducting membership tours, following up on prospects within 24 hours, making at least 50 calls for lead generation, nurturing member relationships to boost retention, and collaborating with management to ensure smooth club operations and staff motivation.
The Glen Allen area shows moderate demand for skilled membership professionals due to several fitness centers competing for members. Candidates with proven sales skills, leadership experience, and local community engagement tend to have a competitive advantage.
Membership Directors in Glen Allen typically earn between $50,000 and $65,000 annually, depending on experience and performance. American Family Fitness’s compensation reflects industry standards, rewarding effective sales leadership and member retention achievements.
While not always mandatory, certifications related to fitness management, sales training, or customer service excellence are highly valued in Glen Allen. These credentials demonstrate commitment to the role and enhance credibility with prospective gym members.
Beyond sales, strong communication, team leadership, conflict resolution, and organizational skills are vital. A successful Membership Director should also be adept at data tracking, follow-ups, and fostering a welcoming environment that aligns with fitness club goals.
The Membership Director typically holds broader responsibilities including strategic sales leadership, staff supervision, and operational management, whereas specialists or coordinators focus more on direct member interactions, administrative duties, or specific program coordination.
Utilizing proactive prospecting, timely follow-ups, leveraging member referrals, and personalizing tours can boost sales. Additionally, engaging with current members to encourage renewals and participating in promotions enhances goal attainment within the club’s team-oriented culture.
Engaging with Glen Allen’s community is crucial to build brand visibility and trust. Attendance at local events, partnerships with nearby businesses, and understanding regional fitness trends help a Membership Director attract and retain members more effectively.
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