Job Description

(Relocation support available for exceptional candidates.) Head of Member Retention & Loyalty 50+ gyms. 250,000+ members and expanding quickly! GymNation, the Middle East's fastest-growing fitness brand, is seeking a world-class Head of Member Retention & Loyalty to own churn, tenure and member lifetime value end-to-end. One of the first roles of its kind in the global fitness industry. We've become brilliant at getting people through the door. Now we're going to be the best in the world at keeping them. Every operator talks about churn - almost none have a senior leader who owns it. From a member's first workout to the moment they'd never dream of cancelling, the relationship is yours to design. You won't start from a blank page. A best-in-industry technology stack and established tech, data and CRM teams are here to put your ideas into action. You'll unite behavioural science, technology and creativity into one retention system. We leverage AI and automation across the business and expect you to advance us here. In retention, AI is the difference between reacting to cancellations and predicting them. We're growing fast, and so will your impact: exceptional visibility, direct influence on strategy, and the chance to build the retention playbook the rest of the industry will want to copy and can't. KEY RESPONSIBILITIES Retention Strategy & Ownership · Own the retention strategy and be accountable for member churn, average length of stay and lifetime value across the business. · Specify and sign off a single agreed view of retention performance - cohort curves, survival analysis, and voluntary versus involuntary churn. · Diagnose why and when members leave, by segment, tenure, price point, joining channel, gym and market. · Prioritise the levers by value at stake, and kill the ones that don't move the number. · Own the multi-year roadmap that takes retention from a reporting line to a structural competitive advantage. Behavioural Science, Onboarding & Habit Formation · Redesign onboarding and the critical first 90 days around the behaviours that actually predict long-term membership. · Identify and instrument our early-visit "magic number" - the visit frequency that separates a member who stays from one who lapses. · Apply named behavioural science (habit loops, commitment devices, loss aversion, goal gradient, social proof, nudge theory) to real member journeys, not theory. · Own the nudge architecture behind every journey - the timing, framing, defaults, choice sets and friction that decide whether a member acts, not just the message sent. · Design the in-gym moments that matter: first workout, first class, first body scan, first personal goal, first friend made. · Set the brief for Operations and in-gym teams so front desk and floor staff are an active part of the retention system. Gamification · Design and work with the tech team to ship gamification inside the GymNation app - streaks, badges, milestones, challenges, leaderboards and rewards. · Build mechanics that drive genuine visit frequency and belonging, not vanity metrics, and retire what doesn't earn its place. · Integrate body-composition and performance data so progress itself becomes the reward. Loyalty Programmes · Build and own the GymNation loyalty programme - tenure rewards, status tiers, partner perks and member benefits. · Own the referral programme so loyalty compounds, and the win-back programme so lapsed members return. · Create structural reasons to stay that competitors cannot copy, and that strengthen rather than discount the proposition. · Own the reward economics so the programme demonstrably pays for itself in retained revenue. Ancillary & Add-On Retention · Own churn and tenure across the full product ladder, not just core membership - body-composition scanning, Recovery Rooms, hydration and in-gym retail, and premium or signature products. · Track add-on churn separately from core churn. A member who drops one product but stays is a different problem to one who leaves altogether. · Identify which add-ons are genuine retention anchors and which are simply incremental revenue, then own the attach-and-retain playbook: what is sold at join, what is sold later, and what actually extends core tenure. · Design upgrade, downgrade and pause paths so that a cancellation becomes a downgrade rather than a loss. AI & the Member App · Direct the roadmap for churn-risk scoring, personalised journeys and next-best-action in the app. · Own and evolve the AI save-flow - matching the right save lever to every reason a member gives for leaving. · Use AI to personalise content, goals, class recommendations and nudges at individual member level. · Work with Technology and Data to move from rules-based triggers to predictive, continuously learning models. · Set the standard for how AI is used responsibly with member data in every country we operate in. Lifecycle Communications · With the Head of CRM and wider marketing team, orchestrate every channel into one coherent member journey - email, push, SMS, WhatsApp, in-app, in-gym screens, TV and radio, and front-desk conversations. · Launch and continuously improve lifecycle campaigns for onboarding, at-risk, lapsed, win-back and high-value members. · Eliminate fragmented messaging that erodes trust, and govern contact frequency across the business. Measurement, Experimentation & Reporting · Run a continuous programme of experiments and A/B tests - designed properly, read honestly, and scaled only when they work. · Quantify the revenue impact of every retention initiative and report it to leadership in commercial terms. · Build the dashboards and scorecards that give leadership and gym managers real-time visibility. · &#x

Responsibilities

Retention Strategy & Ownership: Own the retention strategy and be accountable for member churn, average length of stay and lifetime value across the business. Specify and sign off a single agreed view of retention performance - cohort curves, survival analysis, and voluntary versus involuntary churn. Diagnose why and when members leave, by segment, tenure, price point, joining channel, gym and market. Prioritise the levers by value at stake, and kill the ones that don't move the number. Own the multi-year roadmap that takes retention from a reporting line to a structural competitive advantage.

Behavioural Science, Onboarding & Habit Formation: Redesign onboarding and the critical first 90 days around the behaviours that actually predict long-term membership. Identify and instrument our early-visit "magic number" - the visit frequency that separates a member who stays from one who lapses. Apply named behavioural science (habit loops, commitment devices, loss aversion, goal gradient, social proof, nudge theory) to real member journeys, not theory. Own the nudge architecture behind every journey - the timing, framing, defaults, choice sets and friction that decide whether a member acts, not just the message sent. Design the in-gym moments that matter: first workout, first class, first body scan, first personal goal, first friend made. Set the brief for Operations and in-gym teams so front desk and floor staff are an active part of the retention system.

Gamification: Design and work with the tech team to ship gamification inside the GymNation app - streaks, badges, milestones, challenges, leaderboards and rewards. Build mechanics that drive genuine visit frequency and belonging, not vanity metrics, and retire what doesn't earn its place. Integrate body-composition and performance data so progress itself becomes the reward.

Loyalty Programmes: Build and own the GymNation loyalty programme - tenure rewards, status tiers, partner perks and member benefits. Own the referral programme so loyalty compounds, and the win-back programme so lapsed members return. Create structural reasons to stay that competitors cannot copy, and that strengthen rather than discount the proposition. Own the reward economics so the programme demonstrably pays for itself in retained revenue.

Ancillary & Add-On Retention: Own churn and tenure across the full product ladder, not just core membership - body-composition scanning, Recovery Rooms, hydration and in-gym retail, and premium or signature products. Track add-on churn separately from core churn. A member who drops one product but stays is a different problem to one who leaves altogether. Identify which add-ons are genuine retention anchors and which are simply incremental revenue, then own the attach-and-retain playbook: what is sold at join, what is sold later, and what actually extends core tenure. Design upgrade, downgrade and pause paths so that a cancellation becomes a downgrade rather than a loss.

AI & the Member App: Direct the roadmap for churn-risk scoring, personalised journeys and next-best-action in the app. Own and evolve the AI save-flow - matching the right save lever to every reason a member gives for leaving. Use AI to personalise content, goals, class recommendations and nudges at individual member level. Work with Technology and Data to move from rules-based triggers to predictive, continuously learning models. Set the standard for how AI is used responsibly with member data in every country we operate in.

Lifecycle Communications: With the Head of CRM and wider marketing team, orchestrate every channel into one coherent member journey - email, push, SMS, WhatsApp, in-app, in-gym screens, TV and radio, and front-desk conversations. Launch and continuously improve lifecycle campaigns for onboarding, at-risk, lapsed, win-back and high-value members. Eliminate fragmented messaging that erodes trust, and govern contact frequency across the business.

Measurement, Experimentation & Reporting: Run a continuous programme of experiments and A/B tests - designed properly, read honestly, and scaled only when they work. Quantify the revenue impact of every retention initiative and report it to leadership in commercial terms. Build the dashboards and scorecards that give leadership and gym managers real-time visibility.

Skills Required

behavioural scienceonboarding designgamificationloyalty program designreferral program managementAI-driven personalizationpredictive analyticscohort analysissurvival analysisNudge theorylifecycle marketingA/B testingdashboard and metrics storytellingCRM and lifecycle communicationsprogram governance

Head of Member Retention & Loyalty

Job Description

Responsibilities

Skills Required

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