Head of Commercial, US in New York, New York at PureGym US

About Blink Fitness (PureGym Group)

The PureGym Group is a leading gym operator headquartered in the UK, boasting 700 locations and more than 2 million members worldwide. We're thrilled to announce our expansion into the United States! Our commitment to providing high-quality, affordable gyms for everyone, everywhere, remains unwavering.

Our mission to inspire healthier nations has made us the UK's favorite gym, and now, an international success story. With our unique "Everybody Welcome" approach, we create a friendly, warm, and inclusive environment for all our employees and members. We offer:

• Medical
• Dental
• Vision
• Short-Term Disability
• Life Insurance
• EAP
• Legal and Identity Theft Protection
• 401K Retirement Plan

The Role

Location: New York
Type: Full Time
Contract type: Permanent

Salary $100k - $130k base + Bonus

As Head of Commercial, United States, you will be the day-to-day commercial lead for PureGym’s US business, owning the execution of the commercial strategy in the US market and responsible for driving continuous commercial performance.

This is one of the most important hires for our scaling US business, which is in the process of transitioning from acquisition into a scaled PureGym operating model. Based in New York, the role is responsible for building and scaling our sophisticated, data-led commercial engine to support PureGym’s high growth ambitions, applying our proven commercial operating model and adapting it where necessary for the US market. A lot of the components have been designed and implemented structurally but are not yet fully embedded or optimised in-market. Your mission is to maximise revenue and EBITDA through sophisticated pricing strategy, data-driven insight, and disciplined gym-by-gym performance management.

You will act as the bridge between Group commercial standards and US execution, ensuring alignment without losing local responsiveness. In doing so you will play a key role in ensuring PureGym grows profitably into a nationally scalable HVLP gym business.

• Based in New York, with an office presence c.3-4 days per week and regular travel to US gyms (currently primarily NY/NJ). Plus, periodic collaboration with Group teams internationally
• Reporting to Commercial Director (UK/US), with line management responsibility for analyst resource based in UK
• Working closely with US Managing Director (dotted line), US Finance Director and US Marketing Director

Core Responsibilities

Strategic Pricing & Revenue Management

• Own the end-to-end delivery of the US pricing roadmap, including base membership rates, joining fees, additional fees, day passes, and price product architecture structure
• Apply deep understanding of US consumer behaviour, competitive dynamics and pricing norms to localise and strengthen PureGym’s commercial model to the US market
• Evolve the pricing model through structured test-and-learn approach
• Lead and execute the pricing strategy for new gym openings, optimising launch mechanics to deliver against build-curve assumptions
• Own the strategy and execution of existing member price increases
• Determine the commercial design of promotions and optimise promotional effectiveness in collaboration with marketing and finance
• Evolve the long-term Price Product Architecture in line with the Group model, optimised for the US market
• Partner cross-functionally with finance, technology, and configuration to deliver pricing changes, new products, and platform capability to support commercial ambition
• Lead or contribute to key US-specific strategic initiatives

Commercial Performance Management

• Lead weekly and monthly trading reviews, diagnose performance issues quickly and implement corrective actions
• Own and continuously evolve the US commercial performance management, setting clear cadence, standards, and insight to drive consistent, data-led decisions across the estate
• Establish and lead a robust competitor intelligence process tracking new competitor openings, refurbs and closures, headline pricing, promotional activity and proposition changes
• Own competitor defence strategy, designing and executing commercial responses and tracking effectiveness at gym and estate level

Existing Estate Investment Commercial Ownership

• Act as the commercial lead for the US refurbishment programme, ensuring gyms deliver targeted ROCE
• Execute refurb-related pricing actions, relaunch offers, and member price increases in a structured, revenue-optimised way
• Deliver commercial analysis to support investment prioritisation, refurb ROI evaluation, and post-investment performance tracking
• Dynamically adjust commercial plans where performance requires intervention

Cross-Departmental Collaboration

• Success at PureGym is a collaborative effort and this role will require collaboration with a range of departments including Marketing, Technology, Operations, Finance and Insights & Analytics.
• The role will operate as the in market commercial counterpart to the U.S. Marketing Director and broader Group Marketing Team, forming the core commercial engine of the business. Particular areas of collaboration will include CRM engagement, join journey optimisation and promotional optimisation
• It will also require collaboration with Finance on payment success and lifecycle fee management (e.g. AMF collection)

Ancillary Revenue

• Own the commercial performance of ancillary (non-membership) revenue streams, including setting of annual strategy and P&L budgets
• Manage the outsourced vending partnership to ensure continued performance
• Identify, evaluate and implement incremental revenue opportunities, supported by rigorous analysis and pilot testing (e.g. in gym advertising)
• Lead ongoing management and optimisation of adjacent revenue streams post-launch

Corporate & Commercial Partnerships

• Work with Group Head of Partnerships to develop the commercial framework and go-to-market strategy for corporate memberships in the US and build scalable, mutually beneficial structures for PureGym and partners
• Own ongoing performance management, commercial optimisation and partner analytics

The Person

• High-calibre Head of Commercial with experience in pricing, revenue management or commercial strategy
• Must have experience of working within consumer-facing operational businesses - multi-site and / or subscription an advantage and ideally in high-volume, price-sensitive industries
• Exceptional commercial judgement, underpinned by strong analytical and financial acumen
• Highly proficient in using data and analysis to diagnose performance issues, test hypotheses and identify opportunities
• Strong written and verbal communicator who can translate complex analysis into clear, commercial recommendations
• Intellectually curious, willing to challenge the status quo and be challenged by those around them
• Highly-adept at solving difficult problems and leading colleagues through the implementation of solutions
• Strong understanding of US consumer trends across fitness and adjacent markets
• Able to balance short-term revenue delivery with long-term value creation and strategic projects
• Comfortable operating in fast paced environments and with ambiguity and evolving priorities. Bias for action, pace and continuous improvement
• Highly collaborative, with the ability to work cross-functionally across range of departments including finance, marketing, member experience, technology and data & insights.
• Able to act as a role model for pace, ownership, and high-performance culture within the US leadership team
• Experience working with central / global teams and translating group frameworks into local execution an advantage

A PureGym is proud to be an equal opportunities employer. Our company mantra is ‘Everybody Welcome’ and we are dedicated to promoting a diverse and inclusive place to work. From a hiring standpoint, we welcome applicants from all backgrounds and are committed to ensuring that our PureGym colleagues reflect the diversity of the nation as well as our millions of gym members we serve.

Join us on our mission is to bring high quality, affordable fitness to everyone, everywhere.

Please note: Applications will be reviewed on a rolling basis, and the advert may be withdrawn at any time. Early application is encouraged.

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