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Role Summary
The Chief Operating Officer (COO) will be responsible for driving the company's overall operational excellence, strategic growth, and profitability across all MMA centres. This role oversees daily operations while shaping long-term strategies for expansion, standardisation, and brand development. The COO will ensure alignment between business goals, operational systems, and customer experience serving as the bridge between strategy and execution.
Key Responsibilities
Strategic Leadership & Growth
- Collaborate with the CEO and leadership team to define and execute business strategy, growth plans, and long-term goals.
- Lead the expansion roadmap including new centre openings, franchising models, or city-level scaling initiatives.
- Translate strategic goals into actionable operational plans with measurable KPIs.
- Identify new business opportunities in fitness, wellness, and allied services (nutrition, digital fitness, corporate wellness programs).
Operational Excellence & Standardisation
- Oversee company-wide operations, ensuring consistency, efficiency, and service quality across all centres.
- Establish and continuously improve
Standard Operating Procedures (SOPs)
for all departments (operations, sales, customer service, maintenance, HR, procurement). - Build scalable frameworks for multi-unit management, audits, and performance monitoring.
- Implement technology-driven systems for operations, CRM, and data analytics.
Financial & Performance Management
- Own the company's P&L, budgeting, and financial planning in coordination with the finance team.
- Drive revenue growth, cost optimisation, and profitability across all business units.
- Review key performance indicators (KPIs) regularly and lead corrective action plans.
- Negotiate strategic vendor partnerships, contracts, and long-term cost control initiatives.
People & Culture Leadership
- Lead and mentor senior managers across operations, sales, HR, and marketing functions.
- Foster a high-performance culture focused on accountability, customer centricity, and operational discipline.
- Define clear reporting structures, performance metrics, and leadership development programs.
- Ensure seamless communication and collaboration between corporate and on-ground teams.
Customer Experience & Brand Governance
- Ensure uniform delivery of premium fitness experiences across all locations.
- Oversee initiatives for member retention, loyalty programs, and service innovation.
- Maintain brand integrity through adherence to design, service, and experience standards.
Compliance, Governance & Risk Management
- Ensure compliance with local regulations, health and safety standards, and industry certifications.
- Develop and enforce formal governance frameworks, documentation, and escalation processes.
- Mitigate operational risks and maintain business continuity across all sites.
Key Skills & Competencies
- Strong strategic and analytical mindset with proven operational acumen.
- Exceptional leadership, communication, and people management skills.
- Deep understanding of fitness, wellness, or hospitality operations.
- Expertise in scaling multi-unit businesses and process automation.
- Financial literacy with hands-on experience in budgeting and cost optimisation.
- Entrepreneurial mindset and agility in dynamic business environments.
Qualifications
- Bachelor's degree in Business Administration, Operations, or related field (MBA preferred).
- 1020 years of experience in operations, with at least 5 years in a senior leadership role.
- Experience in the fitness, wellness, hospitality, or retail industries is highly desirable.
- Proven success in managing multi-location operations and cross-functional teams.
Performance Indicators (KPIs)
- Overall company profitability and growth rate
- Operational efficiency and standardisation compliance
- Member satisfaction and retention metrics
- Expansion milestones achieved (new centres/city rollouts)
- Employee engagement and leadership pipeline health
- Governance, compliance, and audit outcomes
