Director, Fitness & Performance

The Role:

The Director, Fitness is accountable for the strategic growth, operational excellence, financial performance, and client experience of Medcan's Fitness business across all locations. This role owns the Fitness P&L and is responsible for developing and executing the strategy to grow revenue, profitability, utilization, retention, and engagement across personal training, fitness and annual health assessments, group programming, digital fitness offerings, and future fitness-related products and services. 

The Director will lead Fitness operations, team performance, program innovation, and capacity planning while ensuring an exceptional member experience. Success in this role requires close partnership with Product, Growth, Marketing, Digital, Clinical, and Operations leaders to position Fitness as a key component of Medcan's prevention and longevity strategy. 

Strategic Leadership Accountabilities 

• Develop and execute a multi-year Fitness strategy that supports Medcan's growth objectives and enhances member health outcomes. 

• Identify opportunities to expand Fitness offerings through new services, technology, wearables, assessments, digital solutions, and innovative programming. 

• Provide operational and commercial input into product roadmaps and business cases for new fitness products, services, equipment, and partnerships. 

• Stay current on emerging trends in fitness, recovery, longevity, performance optimization, and health technology to continuously evolve the Fitness business. 

• Establish and track key performance indicators across revenue, utilization, client outcomes, retention, satisfaction, and profitability. 

Operational Accountabilities 

• Own delivery of annual revenue, profitability, utilization, and growth objectives for the Fitness business. 

• Lead Fitness operations across all Medcan locations, ensuring consistent service delivery and operational excellence. 

• Oversee the Fitness leadership team, including Fitness Managers, Team Leads, Personal Trainers, Exercise Physiologists, and related providers. 

• Collaborate with Product and Finance to establish annual budgets, forecasting, pricing strategies, and provider capacity requirements. 

• Partner with Provider Experience and Scheduling teams to optimize staffing models, provider utilization, and capacity planning. 

• Establish, communicate, and monitor operational processes that improve efficiency, scalability, and the client experience. 

• Manage equipment lifecycle planning, facility requirements, vendor relationships, and capital investment recommendations. 

• Monitor service performance and implement continuous improvement initiatives to improve client satisfaction, productivity, and profitability. 

Client Experience Accountabilities 

• Champion an exceptional end-to-end fitness experience for members and clients. 

• Develop strategies to improve fitness engagement, retention, program adherence, and long-term client outcomes. 

• Partner with Membership, Assessments, and Clinical teams to increase integration of Fitness services into broader client care journeys. 

• Monitor client feedback and service metrics, identifying opportunities to enhance satisfaction and drive loyalty. 

• Ensure service delivery aligns with Medcan's brand promise and member value proposition. 

Commercial Growth Accountabilities 

• Partner with Marketing, Membership, and Sales teams to drive awareness, acquisition, conversion, and retention of Fitness clients. 

• Develop strategies to increase attachment rates, recurring revenue, and cross-selling opportunities across Medcan services. 

• Identify new revenue streams through digital products, wearables, corporate wellness programs, coaching services, and strategic partnerships. 

• Analyze business performance and market trends to identify growth opportunities and risks. 

• Build business cases for investments that enhance client outcomes and financial performance. 

People Leadership Accountabilities 

• Lead, coach, and develop a high-performing Fitness team and leadership structure. 

• Establish clear performance expectations and accountability measures across the business. 

• Create workforce plans that support growth objectives while maintaining operational efficiency. 

• Build a culture focused on client service, innovation, collaboration, and continuous improvement. 

• Partner with Human Resources to support talent acquisition, succession planning, engagement, and professional development. 

Qualifications 

• Bachelor's degree in Kinesiology, Exercise Science, Health Sciences, Business, or a related field. Master's degree considered an asset. 

• Minimum 8-10 years of progressive leadership experience in fitness, wellness, healthcare, or multi-site service operations. 

• Demonstrated experience leading a P&L and delivering revenue and profitability growth. 

• Strong understanding of fitness operations, programming, utilization management, and service delivery. 

• Experience developing and launching new products, services, or business models. 

• Strong analytical, financial, and strategic planning skills. 

• Proven ability to lead multidisciplinary teams in a fast-paced environment. 

• Experience leveraging technology, wearables, digital platforms, and data-driven insights to enhance client engagement and business performance. 

• Exceptional communication, stakeholder management, and change leadership capabilities.