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.

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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.

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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.

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Physical & Environmental Requirements

• Ability to work peak business hours, including evenings and weekends.
• Prolonged standing and walking on the club floor to engage with members and staff.
• Ability to lift up to 50 lbs.

Why Iron Culture?

• Growth: Opportunity to lead a premium, fast-growing brand.
• Ownership: Full autonomy over business performance and team building.
• Impact: Build a best-in-class community where results and culture are the priority.