General Manager - Piccadilly, London

About Reformer Collective

Reformer Collective is a premium wellness destination for world-class reformer Pilates. We’re not simply offering classes – we’re curating experiences and shaping a new era of community-led wellness. At RC, every guest matters. Sales isn’t about transactions; it’s about trust, connection and building a community people want to return to.

Your Mission

To lead the Piccadilly studio as a high-performing, community-driven flagship location. You’ll combine exceptional operational management with a proactive, relationship-led sales approach, ensuring the studio runs smoothly day-to-day while cultivating a strong, engaged and growing member base. You’ll guide guests from first visit to long-term advocate, while empowering your team to deliver RC’s signature premium experience.

Key Responsibilities

• Studio Leadership & Operations
  • Oversee daily studio operations to ensure a premium, seamless experience at all times.
  • Manage and support front-of-house teams and instructors to deliver exceptional service.
  • Maintain studio standards including cleanliness, ambience, scheduling, and brand presentation.
  • Lead on staffing, rota planning, in-studio processes, and operational troubleshooting.
  • Act as the point of escalation for guest feedback, ensuring swift and thoughtful resolution.
• Sales, Membership & Lead Conversion
  • Deliver high-touch service to walk-ins, trials, enquiries, and corporate prospects.
  • Convert leads through in-person consultations, phone follow-ups, CRM campaigns and relationship-building strategies.
  • Take ownership of the full sales pipeline, ensuring clear tracking and consistent conversion against weekly and monthly targets.
  • Ensure all first-time clients receive personalised support, guidance, and timely follow-up.
• Member Engagement & Retention
  • Build meaningful relationships with new and existing members to drive loyalty and long-term retention.
  • Partner closely with instructors to create a cohesive member journey aligned with RC values.
  • Monitor member behaviour, proactively identifying at-risk members and implementing save strategies.
• Local Outreach, Partnerships & Community Growth
  • Represent RC within the Piccadilly community and create brand presence at relevant wellness, lifestyle and local events.
  • Build and nurture B2B and corporate partnerships that generate leads and strengthen RC’s local network.
  • Lead creative local marketing initiatives that drive awareness, traffic and referrals.
• Performance, Reporting & Commercial Accountability
  • Track KPIs across sales, membership, retention, utilisation, and studio performance.
  • Report weekly on metrics, pipeline status, and studio performance to central leadership.
  • Champion CRM accuracy, follow-up discipline, and strong data-driven decision making.
  • Operate with high autonomy while ensuring alignment with RC’s commercial goals.
  • Use insights to forecast needs, optimise schedules, and ensure strong class occupancy.

You Bring

• A natural ability to connect with people and lead with warmth, confidence and emotional intelligence.
• Strong organisational skills and the ability to run a premium studio environment day-to-day.
• A background in premium fitness, wellness, hospitality or lifestyle brands.
• A proactive, commercially minded approach with a focus on results and relationships.

Preferred Experience

• 2 years in a client-facing sales or operational management role, ideally in boutique fitness or premium hospitality.
• Experience leading or supporting teams in a high-end customer-facing environment.
• Confidence using CRM systems and digital tools to manage pipelines and track performance.
• Excellent communication skills across written, verbal and in-person interactions.

What We Offer

• The opportunity to shape and lead one of London’s most exciting wellness studios.
• A supportive, ambitious and close-knit team with space to grow.
• Clear development pathways as RC expands across London and beyond.
• The chance to play a pivotal leadership role in a brand redefining the future of Pilates and wellness.

The Right Fit?

You’re personable, proactive, commercially minded and passionate about people. You thrive in a fast-paced premium environment, love building community, and take pride in running a beautiful, efficient, high-performing space. You lead by example, convert with care, and bring both structure and heart to everything you do.