Sales Associate Director

We Are The UAE's Leading Fitness Collective

Engineered for what comes next, Formative is an elite fitness brand and global membership platform designed to transform how we move, train, and evolve.

Reshaping the fitness experience, Formative merges technology, design and human energy into something more than a workout: a lifestyle of continuous formation.

The Sales Associate Director is responsible for driving membership and ancillary revenue growth by leading the sales function, building a high-performance sales culture, and partnering with Operations and Marketing to deliver an exceptional member experience. This role owns the sales pipeline from lead generation through conversion and retention support, ensuring targets are met through strategy, coaching frameworks, and data-driven decision-making in close collaboration with Operations.

While this role owns overall sales performance and target achievement, day-to-day execu...