Role: Head of CRM
Reporting into: Digital Trading Director
Location: Hybrid (Clapham Junction three days per week)
Here at The Gym Group we believe we are simply the best in our industry Our amazing teams have skills, abilities and can-do attitudes that make this a great place to work We have strong, embedded values and an easy-going culture which ensures we put our people first. We pride ourselves on being fun, innovative, inclusive and engaging.
So, what's stopping you? Apply today and be YOU with us
What you need to know about us…
The Gym Group is not like your average gym To our members we're the lowest cost nationwide 24/7 Gym with over 250 gyms and counting
To our teams we are fun, welcoming, engaging and inclusive. We challenge our limits and push ourselves to impact positive change with our goals and initiatives. We take steps into new areas with a real and authentic purpose - It's our mission to break down barriers to fitness for all.
We're #1 in our industry when it comes to our values, our culture and our people – check out Glassdoor if you don't believe us. We offer a fantastic place to work in a great working culture. We have been recognised as by The Sunday Times as one of The Best Places to Work which is all down to our great leaders and exceptional teams.
We may be one of the leading budget gym chains in the UK but there's nothing budget about our investment into our people. We have retained GOLD in our investors in people award for the last 6 years and GOLD in wellbeing this year.
We're recognised as a disability confident and inclusive employer which is something we are truly proud of. We have a brilliant team and opportunities for development and growth with support for success. Having recently undertaken some huge projects from a digital point of view and our plans are to keep being innovative, creative and agile in all that we do.
About the role...
You'll own the end-to-end CRM strategy and execution for The Gym Group — shaping how members experience our brand across their entire lifecycle, from joining through to long-term loyalty and win-back.
You'll combine commercial accountability, strategic leadership and platform ownership, ensuring CRM continues to scale alongside the business and supports both day-to-day trading and rapid growth.
Key responsibilities include:
* Owning and evolving our CRM strategy across lifecycle, retention, service and commercial communications
* Leading and developing a high-performing CRM team (six people, three direct reports)
* Owning the CRM platform capability and roadmap, ensuring stability, governance and scalability as we evolve our tech stack
* Partnering closely with Product, Data Engineering and Analytics to deliver joined-up, member-first experiences
* Driving retention, revenue growth and win-back performance, with clear accountability for outcomes
* Setting CRM KPIs and measurement frameworks, including testing, incrementality and performance insight
* Acting as the senior CRM voice across the organisation, influencing strategy and decision-making at leadership level
About you...
We're looking for a senior CRM leader who has operated in fast-paced, consumer-facing environments and understands how CRM drives real commercial value at scale.
You'll likely bring:
* Extensive experience leading CRM or lifecycle marketing within a subscription, DTC or high-volume transactional business
* Proven ownership of retention, revenue and lifecycle performance, not just campaign delivery
* Deep, hands-on experience with Salesforce Marketing Cloud, including Journeys, Automations, Data Extensions and dynamic content
* Strong SQL capability, with experience writing and maintaining complex queries to:
- Build and manage segmentation and personalisation logic
- Support lifecycle journeys, experimentation and control groups
- Diagnose and resolve data issues across CRM systems
* A strong understanding of subscription economics, including churn, LTV, conversion and incrementality
* Confidence partnering closely with Product, Data Engineering, Analytics and Commercial teams to deliver joined-up, member-first experiences
* A leadership style that balances strategic direction with hands-on problem-solving, particularly in complex or high-pressure environments
Experience leading CRM through platform change, migration or major data transitions is a strong advantage.
If you're excited by the idea of owning CRM at scale in a fast-growing membership business — and shaping how nearly one million members are engaged, supported and retained every day — we'd love to hear from you.
Need assistance?
If you have a disability or condition that makes it difficult for you to complete your application online please email your cv to or alternatively call the TGG Recruitment team on and someone will be more than happy to support you. We also want to put it out there that we actively encourage applications from a diverse demographic and we are passionate about your culture and value alignment. We want this to be a match that works for you as much as for us