The role of a Regional Sales Manager at David Lloyd Clubs is pivotal to the success of the brand. As a leader of multiple clubs within a defined region, you’re not just overseeing membership sales — you’re driving performance, mentoring teams, and ensuring that David Lloyd’s premium experience is consistently delivered across locations. It’s a high-impact position that blends strategy, leadership, and sales acumen.
Job Description & Salary Range
The Regional Sales Manager at David Lloyd Clubs is responsible for managing the overall sales strategy and performance of several clubs within a region. This includes implementing national initiatives, training club-level sales teams, analyzing performance data, and achieving revenue targets. Candidates must possess strong leadership skills, deep sales knowledge, and a passion for health, fitness, and service excellence.
Estimated Salary: £45,000 – £60,000 per year basic, with bonuses potentially pushing total compensation beyond £75,000, depending on region, club performance, and experience.
Here are 20 interview questions and model answers to help you stand out in your upcoming interview:
1. Tell us about your background in sales and leadership.
Start with your most relevant leadership and sales roles, highlight measurable successes, and connect your experience to health or lifestyle brands if possible.
Answer:
“I’ve spent the last 8 years in sales leadership roles, most recently managing 5 fitness clubs across the North West. I increased regional memberships by 22% YOY through strategic local campaigns and staff upskilling.”
2. Why do you want to work for David Lloyd Clubs?
Show passion for health and fitness, plus alignment with the company’s premium, wellness-oriented brand.
Answer:
“I admire David Lloyd’s commitment to a holistic lifestyle experience, and I’m excited to apply my leadership to help drive membership and retention through value-led service.”
3. How do you handle underperforming clubs in your region?
Focus on diagnosis, coaching, KPIs, and support — not blame.
Answer:
“I first review performance data, speak to the GM and sales team, then implement a clear improvement plan with coaching and accountability measures.”
4. What KPIs do you use to measure success in this role?
Use terms the company cares about — membership sales, retention, team conversion rates, etc.
Answer:
“I track new member sign-ups, member retention, conversion rates from tours, and regional revenue growth.”
5. How do you coach a struggling Sales Manager?
They want to hear people-first leadership with tangible impact.
Answer:
“I spend time observing them, offer feedback, align on goals, and support them with training and hands-on guidance to build their confidence and consistency.”
6. How do you stay motivated and keep your team engaged?
Mention incentives, recognition, regular feedback, and personal development.
Answer:
“By celebrating small wins, fostering team spirit, and aligning each club’s goals with the broader mission, I keep everyone energized and focused.”
7. What’s your approach to competitor analysis?
Show proactivity and strategic thinking.
Answer:
“I regularly benchmark against nearby clubs and fitness centres, gather member feedback, and adjust marketing and service offers to stay ahead.”
8. Describe a time you turned around poor sales performance.
Give a short STAR response (Situation, Task, Action, Result).
Answer:
“At a previous gym brand, I took over a struggling region and implemented a 90-day turnaround plan — sales rose by 34%, and retention improved within two months.”
9. How would you implement a new national sales strategy in your region?
They want to hear about alignment, communication, and execution.
Answer:
“I’d cascade the strategy through structured meetings, ensure each Sales Manager understands KPIs, and support with training and weekly check-ins.”
10. How do you balance targets with member experience?
David Lloyd is premium — so experience matters.
Answer:
“I believe great service drives strong sales. I ensure teams are trained to consult, not just sell, so members feel valued from the start.”
11. How do you use CRM tools in managing regional sales?
Mention tools like Salesforce or HubSpot if relevant.
Answer:
“I rely heavily on CRM to track leads, monitor follow-ups, identify trends, and report on conversion metrics across clubs.”
12. Tell me about a time you had to lead through change.
Think restructures, new systems, or performance crises.
Answer:
“During a company merger, I led my team through new sales protocols. I kept communication clear and morale high, resulting in a smooth transition and consistent KPIs.”
13. How would you deal with conflicting priorities between clubs?
They’re looking for strategic thinking and people skills.
Answer:
“I’d assess each club’s urgency, delegate where needed, and ensure no club feels neglected. Clear communication and planning are key.”
14. How do you ensure consistent brand standards across your region?
Talk about audits, mystery shops, or standardized training.
Answer:
“I use regular club visits, sales performance reviews, and shadowing to maintain high standards aligned with David Lloyd’s brand values.”
15. Describe your management style.
Be clear, confident, and people-focused.
Answer:
“I’m a collaborative leader — I set clear expectations, empower teams, and hold people accountable while providing the support they need to succeed.”
16. How do you handle high-pressure targets?
They want cool-headed resilience.
Answer:
“I thrive under pressure and break big targets into actionable steps. I also build a culture of ownership in my team to share the load.”
17. What would your current team say about your leadership?
Show emotional intelligence and reflect honesty.
Answer:
“They’d say I’m supportive, driven, and always willing to go the extra mile to help them grow professionally.”
18. How do you stay current with industry trends?
Mention publications, events, or networking.
Answer:
“I follow Club Industry and attend sales and fitness conferences annually. I also stay active in LinkedIn sales and fitness groups.”
19. What are your salary expectations?
Be realistic and informed.
Answer:
“Based on my experience and market research, I’d expect a base between £50,000–£60,000 with performance-based incentives on top.”
20. Do you have any questions for us?
Always ask something insightful.
Answer:
“How does David Lloyd Clubs support the personal development of its senior sales leaders?”
or
“What does success look like in this role after 6 months?”
Final Tips: How to Prepare for Your David Lloyd Clubs Interview
Research the company deeply: know their values, clubs, and services.
Practice answers aloud to sound confident and natural.
Use the STAR method (Situation, Task, Action, Result) for structured responses.
Dress for the brand — polished and fitness-smart.
Bring questions that show long-term interest and alignment with their mission.
Follow up with a short, polite thank-you email.
Landing a Regional Sales Manager role at David Lloyd Clubs is a major career step — you’re not just selling memberships, you’re shaping the future of wellness across your region. Walk in confident, well-prepared, and ready to lead.
If you want tailored coaching or a mock interview for this role, feel free to reach out or comment below — your next leadership role is waiting.
