General Manager - Trifecta Surf Club

About Trifecta

Trifecta is Asia's pioneering integrated venue for surf, snow, and skate activities, spanning 4,600 sqm on Orchard Road. The facility features a Citywave surf pool, ski and snowboard simulators, a hybrid skate bowl, retail outlets, food and beverage areas, Pickleball courts, contrast therapy amenities, and communal spaces. Relaunched in June 2026 as a combined sports and lifestyle destination, Trifecta operates three core businesses under one roof: Surf, Snow, and Lifestyle.

The Opportunity

Singapore, a tropical city with a population of six million, hosts a growing surf community yet lacks a dedicated surf club. Positioned in the heart of Orchard Road with an innovative surf pool, Trifecta aims to establish the city’s first authentic surf club. This role offers the chance to transform a successful entertainment arena into a thriving membership-based club centered on surfing, managing all commercial aspects including P&L, team leadership, and pricing strategy.

Key Responsibilities

• Manage the Surf Club's full P&L responsibility, including revenue targets, pricing strategies, sales mix, and profit margins.
• Optimize utilization rates through strategic session scheduling, dynamic pricing for peak and off-peak hours, and managing throughput to boost attendance.
• Provide monthly performance reporting on revenue against targets, membership statistics, utilization, and repeat customer rates.
• Develop, price, and enhance the Surf Club’s membership offerings and social packages.
• Oversee end-to-end membership sales processes including tours, trial sessions, converting walk-ins, renewals, and member win-back efforts via the business unit team.
• Drive membership retention through sustained renewal rates, enhancing member lifetime value, and initiating referral programs in partnership with programming and community leads.
• Establish progression pathways such as skill levels, coaching programs, and milestones to keep members engaged and motivated.
• Collaborate with Growth & CRM leadership on marketing initiatives such as trial offers, conversion funnels, and reactivation of lapsed members.
• Manage promotional offers and coordinate creative content production with the Brand team.
• Maintain an active surf event calendar including members-only nights, skills progression events, and community sessions in conjunction with programming staff.
• Lead, mentor, and develop the team, setting individual and team KPIs aligned with business objectives.
• Coordinate staff scheduling and timesheets processed centrally; Guest Experience team follows directives from the Duty Manager.
• Ensure program quality and instruction standards via oversight of head instructors who manage curriculum and syllabi.
• Maintain operational standards, safety, and instruction quality alongside Facilities and Duty Managers, being the final safety authority on site.
• Plan and coordinate maintenance windows to minimize disruption and preserve peak revenue opportunities.

Decision-Making Authority

Has autonomy over pricing within established bands, session scheduling, executing marketing initiatives for the business unit, hiring within budget, and membership product design. Must escalate decisions on pricing outside set bands, new product development, or cross-business unit impacts to the Chief Operating Officer.

Success Indicators

• Within the initial 90 days: Full implementation of membership sales procedures for tours, trials, and walk-in customers, with transparent funnel metrics and team progress toward targets.
• By 12 months: Establishment of a significant recurring membership base with high renewal rates; notable and lasting increases in facility utilization; revenue aligned with targets; improving repeat usage rates and Net Promoter Scores.

Candidate Requirements

• Minimum 7 years of leadership experience in commercial roles within fitness, clubs, hospitality, or entertainment venues.
• Proven track record of building recurring revenue streams from modest beginnings and personally driving sales achievements.
• Complete P&L ownership experience and team leadership across diverse functional areas.
• Familiarity or strong cultural affinity with surfing and board sports, or the capacity to rapidly acquire such understanding.

Preferred Qualifications

• Experience in boutique fitness studios, country clubs, or premium membership businesses in Southeast Asia.
• Operational knowledge of booking and customer relationship management systems.
• Final interview stage requires presenting a detailed 90-day strategic plan to enhance membership growth.