Head of Sales / Commercial Director – Fitness (Bulgaria)

A rare, board-track commercial leadership role with one of the region's leading fitness operators. Bulgarian speakers currently working abroad — this one's for you. Get in touch ASAP.

Location: Bulgaria (Sofia-based, with national expansion)
Salary: €78,000 – €80,000 gross basic (flexible for the standout candidate) + circa 35% annual bonus (TBC) + Long-Term Incentive plan
Package: Company car, private health insurance, Multisport card and standard benefits
Contract: Permanent | Full Time

The Opportunity

Love Recruitment International is proud to be partnering — on a discreet, retained-style search — with one of the region's most established mid-market fitness club operators, part of a financially stable, publicly listed European group. This is a growth business, not a turnaround: profitable, well-backed and moving into its next phase of expansion.

The business currently runs 44 clubs and is scaling toward 60–65, moving beyond the capital into new markets. They're looking for a hands-on commercial leader to own that growth. Reporting directly to the CEO, this role carries a genuine path to board membership within 6–12 months for the right person.

This is a true operator's role — as much execution as strategy — for someone who wants to build, lead and be measured on results.

Key Responsibilities

• Own the company's commercial performance, with primary responsibility for sales growth and secondary responsibility for marketing effectiveness

• Accelerate B2C membership acquisition, renewals and retention across the club portfolio

• Lead and develop sales performance across clubs, channels and markets

• Improve conversion rates, sales productivity and customer engagement

• Build effective sales processes, KPIs, dashboards and reporting

• Oversee marketing activity supporting lead generation, brand positioning and member engagement

• Use member insight and performance data to sharpen commercial decisions

• Identify growth opportunities, partnerships and new revenue channels

• Strengthen customer experience and service standards

• Build strong cooperation between Sales, Marketing, Operations and Customer Experience teams

About You

• A Bulgarian national or fluent Bulgarian speaker, currently working abroad and open to returning — local, hands-on presence is essential as the clubs operate in Bulgarian

• Senior-manager level with genuine multi-site experience (regional manager scale or similar)

• A proven track record in sales leadership, membership growth, customer acquisition and retention

• Fitness sector experience strongly preferred; strong leisure, hospitality, wellness or membership-based consumer services backgrounds also considered

• Comfortable with subscription/membership and multi-site consumer models

• A strong execution mindset — strategic thinker, but operationally in the detail

• Motivated by the challenge and the growth opportunity as much as by the salary

Why This Role

A stable, profitable and expanding business with real long-term backing, a fast route to the board, and a genuine mandate to shape and scale the commercial engine of a market-leading fitness operator.

If this sounds like you, apply now or reach out to Abhi Lakhina directly for a confidential conversation.