THE ROLE
We are seeking an experienced, commercially driven Sales & Client Relations Lead to drive and elevate our sales performance and client experience across the business. This is a high-impact, revenue-driving role.
You will be responsible for:
* Driving membership growth and retention
* Managing and converting inbound and outbound leads
* Embedding a strong sales culture across Head Office and studios
* Overseeing CRM performance, reporting and optimisation
* Leading the development and training of our AI sales programme
* Working cross-functionally with Marketing, People & Culture and Operations to drive business growth
This role is predominantly office-based, with regular time spent on the ground: in our studios, building relationships with clients, supporting teams, whilst ensuring our brand is consistently delivered at the highest level.
KEY RESPONSIBILITIES
Sales Performance & Revenue Growth
* Own and drive all sales performance across The Reformer Studio
* Generate sales leads
* Convert leads into memberships and long-term clients
* Build and implement outbound sales strategies (calls, follow-ups, retention & reactivation campaigns)
* Drive upselling across memberships, class packs and retail.
Lead Management & CRM
* Manage and optimise our CRM system (Mindbody and associated tools)
* Track, report and analyse sales data, KPIs and conversion rates
* Build structured sales pipelines and ensure all leads are followed through
* Create clear reporting for leadership on performance, opportunities and risks
AI Sales Programme Development
* Lead the implementation and ongoing optimisation of our AI communication tools
* Train and refine AI outputs to align with brand tone of voice and sales strategy
* Segment and personalise communication using DISC-based and generational buyer psychology
* Continuously improve automation to enhance conversion and client experience.
Client Experience, Client Relations & Enquiry Management
* Oversee the full client journey from first enquiry through to long-term retention, ensuring a seamless and premium experience at every touchpoint
* Set and uphold exceptional standards of communication across all platforms, maintaining a consistent, on-brand tone of voice
* Ensure all inbound enquiries (phone, email, CRM) are treated as sales opportunities, confidently guiding clients towards the most suitable membership or package
* Support studios in delivering a consistent, high-quality guest experience across all locations
* Gather and interpret client feedback, using insights to improve both experience and conversion.
Team Training & Sales Culture
* Work alongside the People, Culture & Development team to embed a strong sales mindset across the business
* Support instructors in their role as brand ambassadors and sales drivers
* Lead by example with energy, professionalism and accountability.
Marketing & Growth Collaboration
* Work closely with Marketing to align campaigns with sales objectives
* Ensure leads generated through marketing are effectively captured and converted
* Support local studio activations, events and partnerships to drive awareness and revenue
* Feed insights back into marketing strategy based on real-time sales data.
On-the-Ground Presence
* Regularly visit studios to connect with clients and teams
* Identify opportunities to improve conversion, retention and experience
* Act as a key representative of The Reformer Studio brand and values.
ABOUT YOU
You are a high-performing sales professional who thrives in a fast-paced, growth-focused environment. You understand that sales is not just about numbers: it is about people, psychology and experience.
Essential
* Proven experience in a sales-focused role with strong track record of hitting targets
* Exceptional phone manner and communication skills
* Strong CRM experience (Mindbody or similar preferred)
* Highly organised with strong reporting and analytical capability
* Commercially driven with a proactive, solution-focused mindset
* Confident working both independently and as part of a team
* Full UK driving licence and willingness to travel between studios
Desirable
* Experience within wellness, fitness or hospitality sectors
* Understanding of DISC profiling and generational buyer behaviour
* Experience working with AI-driven communication or automation tools
* Passion for Pilates and alignment with The Reformer Studio brand and values.
WHAT WE OFFER
* Competitive base salary + performance-based bonus (OTE reflective of impact)
* Complimentary classes across all studios
* A key leading role within a fast-growing, industry-leading brand
* Opportunity to shape and lead the sales function of the business
* A dynamic, supportive and ambitious team environment.
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