Salary: €80.000 - €100.000

Location: Amsterdam

Languages: Dutch and English

Start: ASAP

I am looking for a hands-on Country Manager to launch and build my clients business in the Netherlands.

This will be the first hire in the market and the person who will create the country from zero: finding and negotiating locations, hiring and training the first instructors, opening the first studios, and owning the P&L for the Netherlands.

This is not a corporate, desk-based role.

We need an operator who is comfortable being the only person in the country for the first months, rolling up their sleeves, and doing whatever it takes to open and run excellent locations.

Experience in fitness or wellness is welcome but not required.

Strong backgrounds in hospitality, retail, or food chain rollouts are equally relevant.

The ideal candidate has a proven track record of opening physical locations in the Netherlands, understands the retail lease market in Amsterdam and other major cities, and speaks fluent Dutch and English.

Role Purpose

To establish and grow the brand in the Netherlands by:

• Identifying, evaluating, and securing prime locations
• Leading all pre-opening and opening activities for the first studios
• Building, hiring, and training the initial local team
• Owning the country P&L and driving sustainable, profitable growth
• Representing the brand locally and ensuring an exceptional guest experience

Key Responsibilities

Market entry and site development

• Define the initial market-entry strategy for the Netherlands in alignment with the founder/leadership team.
• Research and identify high-potential locations in Amsterdam and other key cities.
• Lead all site selection activities, including footfall analysis, catchment evaluation, and competitor mapping.
• Negotiate lease terms with landlords, agents, and developers; manage legal and financial advisors as needed.
• Oversee fit-out, construction, and project management of new studios in collaboration with contractors and suppliers.
• Ensure all locations comply with local regulations, permits, health and safety, and brand standards.

Pre-opening and operations

• Act as the interim studio manager for the first locations until local managers are hired and trained.
• Develop and implement operating procedures, opening checklists, and daily standards.
• Set up supply chains, vendor relationships, and local service providers.
• Ensure a flawless guest experience from day one, with a focus on service quality, cleanliness, and atmosphere.
• Monitor operational KPIs and continuously improve efficiency and guest satisfaction.

People and team building

• Hire, train, and onboard the first instructors, front-of-house staff, and studio managers.
• Build a strong local culture aligned with the brand’s values and service philosophy.
• Develop training programmes, shadowing, and certification processes for new hires.
• Lead by example on the floor, especially during the first months of operation.
• Plan workforce, schedules, and performance management as the team grows.

Commercial and P&L ownership

• Own the Netherlands P&L: revenue, labour, occupancy, COGS, marketing, and other costs.
• Set and manage budgets, forecasts, and financial targets for the country.
• Drive revenue through memberships, class packs, corporate partnerships, and local initiatives.
• Work with marketing/brand to adapt global campaigns to the Dutch market and develop local activations.
• Analyse performance data and adjust pricing, programming, and operations to maximise profitability.

Brand and stakeholder management

• Represent the brand with landlords, partners, local authorities, and the media.
• Build relationships with key local stakeholders, including fitness communities, corporates, and influencers.
• Ensure the brand’s positioning, tone, and visual identity are consistently applied across all touchpoints.
• Provide regular updates to the founder/leadership team on progress, challenges, and opportunities.

Candidate Profile

The ideal candidate will have:

• A proven track record of opening and operating physical locations in the Netherlands (fitness, wellness, hospitality, retail, or food chains).
• Deep knowledge of the retail and leisure lease market in Amsterdam and other major Dutch cities.
• Experience negotiating leases, managing fit-outs, and delivering projects on time and on budget.
• Strong operational instincts: comfortable working on the floor, solving problems in real time, and leading by example.
• Full P&L responsibility in a previous role, with clear commercial impact.
• Experience hiring, training, and leading teams in a customer-facing environment.
• Excellent communication and stakeholder management skills.
• Fluency in Dutch and English (written and spoken).
• A pragmatic, entrepreneurial mindset and the resilience to work independently in a start-up environment.

• Seniority Level

Mid-Senior level

• Industry


• Sports Teams and Clubs


• Employment Type

Full-time

• Job Functions


• Management


• Skills


• Negotiation
• Analytical Skills
• Communication
• Leisure Industry
• Construction
• English
• Corporate Partnerships
• Management