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Membership Director Glen Allen Glen Allen, VA
American Family Fitness
Location : Richmond, VA, 23219
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
Richmond’s fitness industry is growing, making Membership Director positions competitive yet rewarding. Candidates with strong sales skills and local networking experience often stand out, especially with companies like American Family Fitness that emphasize community engagement and retention strategies.
Glen Allen's suburban setting offers relatively manageable commutes, though peak hours can cause delays on main routes like I-295. Understanding local traffic patterns helps Membership Directors maintain punctuality for member tours and appointments, ensuring smooth daily operations.
Highlighting sales expertise, leadership abilities, and knowledge of local demographics can boost your candidacy. Experience in fitness club environments and a proven track record in member retention and lead generation are especially valued in the Richmond area.
Membership Directors can progress to regional management or operations roles within fitness chains like American Family Fitness. Building leadership skills and mastering sales analytics in Glen Allen’s competitive market opens pathways to broader managerial positions.
American Family Fitness expects Membership Directors to actively engage in staff leadership, promotional planning, and member retention, blending sales with operational oversight. This holistic approach differentiates their roles from typical membership sales positions.
The company offers regular sales meetings, training on member engagement strategies, and access to lead generation resources. This support helps Membership Directors in Glen Allen stay aligned with club goals and sustain strong customer relationships.
Membership Directors in Richmond typically earn between $45,000 and $60,000 annually, influenced by experience and performance. This range aligns with regional fitness industry standards, balancing competitive pay with incentive structures for sales achievements.
While not always mandatory, certifications in fitness management, sales training, or customer service excellence can enhance employability. Local workshops or networking groups in Richmond also provide valuable connections and reputation boosts.
Beyond tours and calls, expect to handle membership paperwork, participate in promotional event planning, lead sales meetings, and support club staff. This multifaceted role demands strong organizational skills and proactive communication.
Experience here builds a solid foundation in sales leadership, customer retention, and team management. Demonstrating success in these areas positions professionals for roles in regional management, corporate fitness strategy, or specialized membership growth consulting.
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