Role Overview
The Commercial Dealer Manager, U.S. & Canada will be responsible for building, activating, and growing a high-performing dealer network to distribute Centr and Centr x HYROX commercial equipment across the U.S. and Canada.
This role will focus on recruiting, setting up, and developing dealers who sell into key vertical market segments, including:
- Corporate fitness & workplace wellness
- Hospitality (hotels, resorts)
- Education (K–12, colleges, universities)
- Local government agencies & public facilities
- Multi-family housing & residential communities
- Independent gyms, clubs, and studios
- Local HYROX affiliates and HYROX Training Centers
You’ll combine strong B2B acumen with channel-development expertise to design and execute the dealer go-to-market strategy, drive sell-in and sell-through, and ensure our dealers are enabled to position Centr as a complete commercial fitness solution. Success will be measured by dealer acquisition, revenue growth, margin performance, and the depth and quality of dealer relationships across your territories.
Key Responsibilities
- Build and execute a dealer market roadmap for the U.S. and Canada to drive sales of Centr and Centr x HYROX product lines across targeted vertical segments.
- Identify geographic markets and vertical opportunities, and align dealer coverage to maximize penetration and growth.
- Define and manage territory plans for dealers, including revenue targets, segment focus, and key account priorities.
- Identify, prospect, and sign new dealers with strong reach into commercial fitness, corporate wellness, hospitality, education, government, multi-family, and independent gym segments.
- Lead end-to-end dealer onboarding, including contracts, pricing programs, operational setup, and training on Centr’s product portfolio and brand standards.
- Develop dealer playbooks, sales tools, and training content to ensure dealers can effectively position and sell Centr and Centr x HYROX solutions.
- Develop and maintain actionable business plans by dealer, focused on growing Centr’s share and positioning Centr as a holistic solution (strength, cardio, racks, rigs, HYROX competition gear, and digital solutions where applicable).
- Conduct regular business reviews with dealers to assess performance, pipeline, program adoption, and growth opportunities.
- Partner with dealers on joint customer pursuits, supporting prospecting, pitches, proposals, and closing key multi-site or strategic deals.
- Equip dealers to win in targeted verticals, tailoring messaging, programs, and product assortments for corporate fitness, hospitality, education, local government, multi-family, and independent fitness operators.
- Work closely with local HYROX affiliates and dealers to establish and grow HYROX Training Centers, ensuring alignment between equipment, programming, and brand standards.
- Support dealers in developing local and regional marketing initiatives, events, and demonstrations that drive demand and HYROX activation.
- Use Salesforce (or similar CRM) as the system of record for dealer accounts, opportunities, and pipelines.
- Build and maintain a robust pipeline of new dealer prospects and downstream end-customer opportunities.
- Develop target lists, profile dealer capabilities, and track key activities and progress through the funnel.
- Report accurately on dealer-driven pipeline health, forecast, and performance.
- Provide accurate monthly and quarterly revenue, margin, and program adoption
- Maintain strong focus on achieving and exceeding quarterly and fiscal year revenue and margin goals through the dealer channel.
- Review monthly sales, margin, and inventory and sell-through data by dealer to identify trends, risks, and opportunities for program optimization and expansion.
- Work within defined pricing, discounting, and dealer program guidelines to balance growth, channel health, and profitability.
- Manage channel conflict thoughtfully, ensuring clear rules of engagement between direct and dealer-led opportunities.
- Represent Centr at industry events, trade shows, and regional dealer meetings as needed across the U.S. and Canada.
- Support key dealers at their own customer events, open houses, and demonstrations to strengthen Centr’s presence in local markets.
Qualifications
- 5+ years of B2B sales and key account or channel management experience, with a demonstrable track record of success in dealer/distributor or indirect sales models.
- Proven experience selling fitness equipment or related commercial solutions (e.g., sporting goods, wellness technology, performance training solutions) into multi-site operators and/or vertical markets such as corporate, hospitality, education, or government.
- Experience recruiting, onboarding, and developing dealers or distributors within defined territories is strongly preferred.
- Hands-on experience building and managing pipeline and accounts in Salesforce (or a similar enterprise CRM), including opportunity tracking, forecasting, and reporting.
- Strong negotiation skills and financial acumen, including familiarity with pricing strategies, margin management, tiered dealer programs, and multi-year agreements.
- Bachelor’s degree in Business, Marketing, Sports Management, or related field – or equivalent work experience.
- Ability to travel up to ~50% within the U.S. and Canada to meet with dealers, support end-customer opportunities, and attend events and trade shows.
- Excellent communication, presentation, and relationship-building skills, with the ability to influence both internal stakeholders and external partners.