Director of Cross-Sell & Upsell

Join ABC Fitness and become part of a culture that’s as ambitious as it is authentic. Let’s transform the future of fitness—together!

Our Values

Best Life

We believe great work begins with great people. That’s why our culture is built on respect, trust, and belonging. We create an inclusive environment where every team member can bring their authentic self to work—because diverse perspectives drive innovation and meaningful impact.

Growth Mindset

We are doers, thinkers, and dreamers. At ABC Fitness, your growth is our investment. Through continuous learning, mentorship, and professional development opportunities, we empower you to reach new heights—personally and professionally.

One Team

From day one, you’ll be part of a team that collaborates, celebrates, and cares. We move fast, support one another, and have fun along the way. Because when you thrive, we all thrive.

INTRODUCTION: 

ABC Fitness has the product, the client base, and the market position. What we’re building now is the commercial engine to unlock the full opportunity within it — and this role will play a key part in shaping that journey. 

This is an exciting opportunity for an experienced Manager ready to step into a broader, more strategic leadership role. You’ll have the space to grow, develop, and make a meaningful impact — with real ownership of key accounts, visibility with senior leadership, and the chance to build something that scales. 

We’re looking for a Director of Cross-Sell & Upsell who can balance two priorities: leading and developing a small, high-impact team of Account Managers, while personally driving expansion revenue across some of the most important accounts in our gym and studio client base. 

This is a player-coach role. You’ll carry your own book of business, support and grow your team, and help define how we approach cross-sell and upsell across ABC Fitness. You’ll partner closely with Marketing, Client Success, and Partnerships, contribute to client engagement initiatives, and help position ABC as a true growth partner to the businesses we serve. 

The right person for this role is energized by opportunity and motivated by building. They see our existing client base as a powerful foundation for growth — and bring the structure, curiosity, and commercial mindset needed to unlock it. 

WHAT YOU’LL DO: 

Lead the Team 

You’ll manage two Account Managers — one aligned to the ABC Ignite gym segment and one to the ABC Glofox studio segment. You’ll set clear expectations around client engagement and activity, and support your team to meet and exceed them. Through regular 1:1s, pipeline reviews, and ongoing coaching, you’ll invest in their development and help them grow their skills and confidence. 

Own the Top 50 Accounts 

You’ll personally manage and grow relationships across our top 50 accounts, leading the full expansion sales cycle from discovery through to close. You’ll identify opportunities to deepen partnerships through our mobile app, CRM, and premium platform features, as well as across Ignite and Glofox product lines. Your focus will be on building long-term, trusted relationships — not just transactional moments. 

Build the Expansion GTM Motion 

You’ll help shape how we approach cross-sell and upsell across our client base. That includes developing practical, repeatable playbooks, defining how we prioritise and engage accounts, and creating a consistent approach that supports both individual and team success. 

Drive Client Engagement & NPS 

You’ll lead thoughtful, value-driven quarterly business reviews that position ABC as a strategic partner. You’ll also support client-facing webinars that drive product adoption and open up new conversations. Working closely with Client Success, you’ll contribute to improving engagement and overall client satisfaction. 

Shape Partnership Strategy 

You’ll collaborate with the Partnerships team to identify opportunities that add value for our clients and drive commercial impact. Together, you’ll explore where integrations, co-sell opportunities, and referrals can support growth — and help shape how these are introduced into key accounts. 

Operate Cross-Functionally 

You’ll work closely with Marketing, Client Success, and Partnerships to align on priorities and create a joined-up client experience. You’ll also bring valuable commercial insight into discussions around product, pricing, and segmentation. 

WHAT SUCCESS LOOKS LIKE: 

In your first year, you will have: 

• Delivered meaningful expansion ARR across your accounts — both directly and through your team 

• Built a clear, repeatable approach to cross-sell and upsell that the team can confidently execute 

• Supported your team to build strong pipelines and continue developing their capability 

• Established consistent, high-quality engagement across your top accounts 

• Contributed to improved client satisfaction and stronger long-term relationships 

• Delivered engaging client sessions that drive both value and commercial opportunity 

• Helped shape a thoughtful partnership approach with clear commercial impact 

• Strengthened ABC’s position as a trusted growth partner to our clients 

WHAT YOU’LL NEED 

• 8–12 years of experience in B2B SaaS, with strong exposure to expansion sales, upsell/cross-sell, or strategic account management 

• Experience leading and developing others, alongside owning your own commercial outcomes 

• A structured approach to building repeatable sales motions and playbooks 

• Experience working across multi-product SaaS environments is highly valuable 

• Strong cross-functional collaboration skills and the ability to build trusted relationships across teams 

• Comfort working with data, CRM systems (Salesforce preferred), and pipeline management 

• Excellent communication skills, with the ability to engage a wide range of client stakeholders 

• Experience in fitness, wellness, or a related SaaS space is a plus, but not essential 

Please note that the salary information shown below is a general guideline only and based on employees in the United States and may be different in other countries. Salaries are based upon candidate experience, qualifications, and location, as well as market and business considerations. Our pay range for U.S. based candidates for this position is $155,200 - $190,000 USD annually. Your recruiter can share more about the specific salary range for the job location during the hiring process. Also, certain positions are eligible for additional forms of compensation such as bonuses and commissions. 

WHAT’S IN IT FOR YOU:

• Purpose led company with a Values focused culture – Best Life, One Team, Growth Mindset

• Time Off – with our open PTO policy, we offer flexibility in how and when you take PTO!

• Days of Disconnect – once a quarter, we take a collective breather and enjoy a day off together around the globe. #oneteam

• Parental & Pawternity Leave – we offer leave for when your family grows by two feet or four paws!

• Best Life Perk – we are committed to meeting you wherever you are in your fitness journey with a quarterly reimbursement

• Medical/Dental/Vision coverage

• EAP – we get you help when you need it. Period.

• Premium Calm App – enjoy tranquility with a Calm App subscription for you and up to 4 dependents over the age of 16

• And more! – so many benefits we couldn’t even fit them all here!

At ABC Fitness, we don’t just build technology—we build communities and transform lives. Your work matters here, your growth is supported, and your voice is heard. We welcome diverse talent and encourage you to apply, even if you don’t meet every requirement.

ABC’S COMMITMENT TO DIVERSITY, EQUALITY, BELONGING AND INCLUSION: 

ABC is an equal opportunity employer committed to diversity, equity, and inclusion. We strive to create a workplace where every employee, client, and partner feels valued, inspired, and empowered to reach their full potential. For us, inclusion isn’t just the right thing to do—it’s a business imperative. Learn more at abcfitness.com

About ABC Fitness

ABC Fitness is the #1 software provider for fitness businesses of any size, all around the world. Supporting 30K clubs, 650K coaches, 40M members, and processing more than $12B in payments every year, ABC Fitness provides scalable, data-driven solutions to simplify club management and engage members and clients.

From personal trainers, boutique studios, and gyms, to international franchise health clubs, ABC Fitness will move your business forward through technology and industry insights. Innovation is at the center of everything we do, across ABC Glofox, ABC Ignite, ABC Trainerize, and ABC Evo. Let's make your fitness vision a seamless reality, together. Learn more at abcfitness.com

#LI-REMOTE