Summary
Overview
Work History
Education
Skills
Keyskillsattributes
Timeline
Generic

Stephen Defries

Balmain,NSW

Summary

Dynamic and results-driven Head of Sales and General Manager with a proven track record of leading teams to exceed targets and achieve goals. Passionate about empowering individuals and teams to reach their full potential, I bring strategic vision and hands-on leadership to drive business growth and operational excellence. Dedicated to fostering a collaborative and high-performance culture, I am committed to delivering exceptional results and continuous improvement.

Overview

16
16
years of professional experience

Work History

General Manager

Bodyfit
08.2023 - Current
  • Delivered a 200% FY 23 Vs FY 24 EBITDA
  • Managed budget implementations, employee reviews, training, schedules, and contract negotiations.
  • Managed a diverse team of professionals, fostering a positive work environment with an Engagement score of 84%.
  • Developed and implemented strategies to increase sales and profitability.
  • Cultivated strong relationships with clients, vendors, and partners to ensure long-term success and loyalty.
  • Responsible for increasing financial performance and managing business cashflow through business turbulence.
  • Managed budget development, forecasting, and financial reporting processes to track progress towards organisational objectives accurately.
  • Drove year-over-year business growth while leading operations, strategic vision, and long-range planning.
  • Implemented effective cost-saving measures to reduce overhead expenses without compromising quality or service.
  • Analyzed market trends and competitor activities to create competitive advantages.
  • Provided strategic oversight of marketing and promotional campaigns to keep campaigns aligned with overall goals and objectives.

Head of Sales

Bodyfit
08.2021 - 08.2023
  • Increased sales revenue 226% FY 22 Vs FY 23 which contributed to a YOY EBITDA of 210%.
  • Launched new products successfully by collaborating with cross-functional teams and executing comprehensive go-to-market plans.
  • Negotiated contracts with major clients, securing long-term partnerships that generated significant revenue streams.
  • Implemented effective CRM tools to track leads, maintain accurate customer data, and optimize the sales process.
  • Developed and launched the 'Future Leaders Program' to foster and nurture the talent of our top performers.
  • Regularly exceeded monthly targets for both individual and team-wide performance benchmarks.
  • Led a high-performing sales team to consistently exceed KPI's and achieve top rankings within the company.
  • Established a robust pipeline of prospects through diligent prospecting efforts, leading to consistent increases in new business opportunities.
  • Streamlined sales processes, resulting in enhanced efficiency and increased productivity.

GENERAL MANAGER & FRANCHISE SUPPORT

UFC GYM AUSTRALIA
01.2018 - 08.2021
  • Responsible for supporting new franchisees on their business journey with UFC Gym.
  • Develop, mentor and coach new Club Managers.
  • Manage gym's when management position was vacant.
  • Helped franchise partners increase profitability by up to 160%.
  • Developed and implemented strategies to increase sales and profitability.

STATE MANAGER

ANYTIME FITNESS AUSTRALIA
06.2014 - 07.2017
  • Overseeing the daily operations for a group of franchises across Sydney and Victoria
  • Managing different business stakeholders including franchise owners, head office leadership team and club managers
  • Responsible for growing sales, DD, turnover and the overall profitability of each franchise business
  • Training all managers and sales staff
  • Evaluate, manage, and create effective business systems, audits and processes to maximise productivity
  • Drive the entire sales process from top to bottom of the sales funnel including cancellations and retention
  • Implement strategies for collaboration, data sharing and education to foster strong culture and accelerated business growth
  • Managing a total of 20mil in revenue across all clubs.

OWNER & MANAGING DIRECTOR

VISION PERSONAL TRAINING NORWEST
03.2008 - 03.2014
  • Building and leading a team of superior fitness professionals
  • Creating and implementing client retention strategies
  • Managing the entire sales process from enquiry to close
  • Responsible for 90% of all client sales
  • All external and internal marketing including creating of new and innovative ideas
  • Team training through weekly 1 on 1 meetings, team meetings and training workshops
  • Budgeting plus administration and management of internal systems including generating reports, record keeping, audits and database management
  • Sourcing new revenue streams through networking and making connections with business
  • Creating a culture where trainers are excited to work every day and clients are excited to workout
  • Daily, weekly, monthly and yearly goal setting around studio and trainer KPI's.

Education

SALES MASTERY -

NATIONAL SALES ACADEMY
Sydney, NSW
03.2009

BACHELOR OF SPORTS MANAGEMENT -

UNIVERSITY OF WESTERN SYDNEY
Sydney, NSW
10.2008

CERTIFICATE 3 & 4 FITNESS -

TAFE NSW HUNTER INSTITUTE
Newcastle, NSW
09.2004

Skills

    • Leadership and team building
    • Problem Resolution
    • Operations Management
    • Team Player
    • Training and Development
    • Relationship Building
      • P&L Management
      • Staff Motivation
      • Process Improvements
      • Strategic Planning
      • Recruitment

Keyskillsattributes

  • Resilient
  • B2B Sales
  • Thrive in fast paced, high pressure environments
  • Self-motivated and autonomous
  • High attention to detail
  • Exceptional communication rapport building skills
  • Leadership and mentoring
  • Building high performing teams
  • Team coaching and sales training
  • Business development, processes and financial reporting

Timeline

General Manager

Bodyfit
08.2023 - Current

Head of Sales

Bodyfit
08.2021 - 08.2023

GENERAL MANAGER & FRANCHISE SUPPORT

UFC GYM AUSTRALIA
01.2018 - 08.2021

STATE MANAGER

ANYTIME FITNESS AUSTRALIA
06.2014 - 07.2017

OWNER & MANAGING DIRECTOR

VISION PERSONAL TRAINING NORWEST
03.2008 - 03.2014

SALES MASTERY -

NATIONAL SALES ACADEMY

BACHELOR OF SPORTS MANAGEMENT -

UNIVERSITY OF WESTERN SYDNEY

CERTIFICATE 3 & 4 FITNESS -

TAFE NSW HUNTER INSTITUTE

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Stephen Defries