ASHRAF ABUSAFIEH
Dubai
Summary
Results-oriented professional with expertise in club operations, business development, and financial reporting. Skilled in CRM and ERP systems, MS Office, and data visualization tools. Proven track record in sales, social media marketing, and budget management, with a strong grasp of contract and alcohol licensing laws. Bilingual in Arabic and English, committed to driving organizational success through diverse skills.
Overview
16
16
years of professional experience
5
5
years of post-secondary education
Work history
Club General Manager
UAE JJ Fitness
Dubai
2024.02 - 2026.02
- Financial Stewardship: Spearhead the financial health of the club by managing annual budgets, monitoring cash flow, and implementing strict cost-control measures for inventory and vendor contracts.
- Drove revenue through B2C membership sales and expanded B2B corporate wellness partnerships to enhance club profitability.
- Oversaw daily workflow and complex shift scheduling to maintain operational continuity and uphold premium brand standards.
- Compliance: Act as primary custodian of safety, ensuring strict adherence to UAE labor laws and health regulations through regular audits.
- Managed full employee lifecycle for trainers and support staff, emphasising performance appraisals and member retention strategies.
- Oversaw daily club operations to ensure seamless functioning and service quality.
- Developed strong relationships with members through regular interaction and feedback collection.
- Streamlined administrative processes for enhanced efficiency.
- Monitored budget expenditures to keep finances under control.
- Collaborated with nutritionists to create diet plans for members' varying needs.
- Fostered a positive club culture with excellent customer service skills.
- Organised special health events to increase community engagement.
- Conducted market research to stay abreast of latest fitness trends.
- Negotiated contracts with vendors, securing competitive rates on gym supplies.
- Enforced safety regulations, ensuring a secure environment for all members.
- Increased membership retention by offering personalised workout plans.
- Led promotional activities, boosting brand visibility in local area.
- Boosted member satisfaction by implementing innovative fitness programmes.
- Assisted in recruitment process, selecting highly qualified trainers and staff.
- Devised marketing strategies, attracting new members to the club.
- Improved team performance with regular training and feedback sessions.
- Reviewed profit and loss statements monthly and yearly with head of department for sales and fitness.
- Coordinated team discussions focused on ICT implementation for successful club launch.
- Negotiated contracts with equipment suppliers for cost-effective purchases.
- Ensured health and safety compliance, resulting in a safer workout environment.
- Organised fitness events to increase brand visibility in the community.
- Collaborated closely with nutritionists and physiotherapists to offer holistic wellness programmes.
- Led team meetings focused on service improvement, enhancing overall customer experience.
- Supervised personal trainers to ensure quality of instruction and guidance given to clients.
- Boosted team morale with regular staff training and development sessions.
- Crafted monthly newsletters highlighting upcoming events, promotions or changes at the gym.
- Reduced member churn rate by introducing loyalty schemes and incentives.
- Improved gym efficiency by implementing new operational processes.
- Oversaw facility maintenance, ensuring a clean and inviting atmosphere for all members.
- Developed partnerships with local businesses, enhancing the gym's reputation.
- Implemented customer feedback system, leading to improved services and facilities.
- Established direct communication channels with members, fostering a sense of community within the gym.
- Encouraged teamwork through open communication and leadership.
- Assessed staff training needs and delivered targeted development sessions.
- Devised and directed strategic frameworks to hit operational and financial targets.
- Worked with staff to design and deliver community impact projects.
- Established monitoring systems to monitor service delivery and capture customer feedback.
- Delivered fitness training and coaching to clients, maintaining customer contact and relationships.
- Engaged facility users to determine and implement improvements to service delivery and offerings.
- Developed and promoted exciting leisure programmes to increase usage and profitability of facilities.
- Generated reports and cash projections for planning and decision-making purposes.
- Recruited, trained and supervised staff to maintain establishment's health and safety standards.
- Organised competitions and events, and drove awareness of services offered at facilities.
- Planned and developed new facilities to meet demand and grow revenue.
- Kept statistical and financial records for budget planning and resource allocation purposes.
- Managed plant rooms and equipment by scheduling repairs and maintenance for faulty machinery.
- Controlled expenses and revenue allocations, decreasing waste of resources and operating costs.
- Resolved conflicts amongst members or employees swiftly and efficiently.
- Pursued partnerships with local businesses, strengthening club's reputation.
- Improved member experience, resulting in positive reviews and recommendations.
- Established strong relationships with community leaders for increased visibility.
- Implemented cost control measures to manage budget effectively.
- Conducted regular performance assessments to drive continuous improvement.
- Identified opportunities for business growth through market research.
- Maintained health and safety regulations to ensure a safe environment for members and staff.
- Developed profitable budgets with keen financial analysis.
- Led team towards achieving high levels of service excellence.
- Facilitated successful events, gaining recognition in the local community.
- Created an inclusive culture, fostering a positive work environment for staff members.
- Ensured excellent customer service for member satisfaction.
- Streamlined operations to increase efficiency and productivity.
- Increased club membership through innovative marketing strategies.
- Managed club operations effectively by overseeing all departments.
- Oversaw food and beverage operations to maintain quality standards.
- Implemented new staff training programmes, enhancing team performance.
- Led and managed administrative staff to maintain smooth daily operations.
- Investigated issues affecting group operations, prepared reports and helped correct problems.
- Coordinated hiring, recruitment and training strategies to build successful administrative team.
- Handled negotiations with outside vendors and service agencies to meet group needs.
- Designed and implemented training to further develop staff based on business goals.
- Established clear budgets and cost controls strategies to meet objectives.
- Streamlined processes to improve and optimise office operations.
- Oversaw facility maintenance and allocated needed resources to meet standards.
- Translated senior management directives into actionable front-line policies and implemented changes with staff.
- Analysed and resolved complex resource management issues for optimised scheduling.
- Developed organisational policies for administrative oversight and internal controls.
- Planned revenue generation strategies designed for growth.
- Represented organisations at seminars, conferences and business events.
- Drafted procedural statements and guidelines for company-wide use.
- Created digital file classification system for company-wide use.
- Coordinated maintenance tasks, ensuring the upkeep of facilities.
- Maintained smooth-running business operations by delegating priorities to staff abilities.
- Monitored health and safety measures for guaranteed compliance.
- Organised financial and operational data to help with yearly budgeting and planning.
- Created classification systems to manage archives.
- Controlled resources by department or project and tracked use in [Software].
Operations Manager
Fitness 4Life
Dubai
2023.01 - 2024.01
- Improved operational efficiency by streamlining processes and implementing strategic plans.
- Negotiated improved supplier rates and streamlined logistics, reducing overheads while maintaining member experience.
- Reduced overhead costs through efficient resource allocation and budget management.
- Streamlined supply chain processes to reduce procurement cycle time.
- Led teams to achieve business objectives on time and within budget constraints.
- Coordinated cross-functional teams, achieved project milestones on schedule.
- Optimised workflow procedures with strategic planning and team coordination.
- Fostered accountability culture and coached cross-functional teams to achieve critical business milestones.
- Managed vendor relationships to ensure timely delivery of services.
- Monitored health and safety measures for guaranteed compliance.
- Directed safety protocols implementation, created safer workplace conditions.
- Analysed performance metrics, identified areas for improvement in operations management.
- Identified bottlenecks, implemented solutions, increased productivity.
- Applied lean principles to operations management, reduced waste significantly.
- Implemented quality control measures, enhanced product standards.
- Developed risk mitigation strategies, ensured business continuity during crises.
- Liaised with stakeholders for transparent communication and better decision making.
- Encouraged innovative thinking in the team, fostered an environment of growth and development.
- Conducted staff audits to identify skill gaps and deployed bespoke training programmes, enhancing overall service delivery.
- Fostered a culture of continuous learning, improved workforce competency levels.
- Negotiated contracts with suppliers for cost-effective procurement of resources.
- Streamlined processes to improve and optimise office operations.
- Handled negotiations with outside vendors and service agencies to meet group needs.
- Organised financial and operational data to help with yearly budgeting and planning.
- Coordinated hiring, recruitment and training strategies to build successful administrative team.
- Investigated issues affecting group operations, prepared reports and helped correct problems.
- Established clear budgets and cost controls strategies to meet objectives.
- Developed organisational policies for administrative oversight and internal controls.
- Designed and implemented training to further develop staff based on business goals.
- Oversaw facility maintenance and allocated needed resources to meet standards.
- Planned revenue generation strategies designed for growth.
- Analysed and resolved complex resource management issues for optimised scheduling.
- Drafted procedural statements and guidelines for company-wide use.
- Created digital file classification system for company-wide use.
- Oversaw facility maintenance and allocated needed resources to meet standards.
- Planned revenue generation strategies designed for growth.
- Analysed and resolved complex resource management issues for optimised scheduling.
- Drafted procedural statements and guidelines for company-wide use.
- Created digital file classification system for company-wide use.
Club General Manager
Gold's Gym
Dubai
2022.01 - 2023.01
- Identified growth opportunities through comprehensive market research.
- Secured new business opportunities with successful networking events.
- Established NPS tracking and feedback loops to assess program effectiveness and elevate service scores.
- Presented brand at global conferences to incorporate innovative fitness methodologies into local operations.
- Developed accurate sales forecasts for improved strategic planning.
- Planned revenue generation strategies designed for growth.
- Boosted department efficiency by streamlining operational processes.
- Optimised resource allocation for increased profits.
- Coordinated cross-departmental collaboration for improved workflow.
- Facilitated staff training, resulting in better customer service.
- Delegated tasks efficiently to maximise productivity.
- Managed team dynamics by implementing conflict resolution strategies.
- Fostered a positive work environment with regular team-building activities.
- Led performance reviews, identified areas for improvement.
- Enforced safety regulations to reduce workplace accidents.
- Monitored health and safety measures for guaranteed compliance.
- Handled negotiations with outside vendors and service agencies to meet group needs.
- Negotiated vendor contracts to secure favourable terms and conditions.
- Liaised with suppliers to ensure timely deliveries.
- Maintained inventory control, reduced stock shortages.
- Streamlined communication channels, enhanced internal information flow.
- Coordinated hiring, recruitment and training strategies to build successful administrative team.
- Organised financial and operational data to help with yearly budgeting and planning.
- Analysed market trends to inform strategic decision-making processes.
- Investigated issues affecting group operations, prepared reports and helped correct problems.
- Piloted change management initiatives successfully improving organisational adaptability.
- Supervised project timelines for timely completion.
- Represented organisations at seminars, conferences and business events.
- Created digital file classification system for company-wide use.
- Analysed and resolved complex resource management issues for optimised scheduling.
- Established clear budgets and cost controls strategies to meet objectives.
- Designed and implemented training to further develop staff based on business goals.
- Led and managed administrative staff to maintain smooth daily operations.
- Resolved conflicts amongst members or employees swiftly and efficiently.
- Implemented cost control measures to manage budget effectively.
- Oversaw food and beverage operations to maintain quality standards.
- Managed club operations effectively by overseeing all departments.
- Streamlined operations to increase efficiency and productivity.
- Improved member experience, resulting in positive reviews and recommendations.
- Implemented new staff training programmes, enhancing team performance.
- Increased club membership through innovative marketing strategies.
- Coordinated maintenance tasks, ensuring the upkeep of facilities.
- Ensured excellent customer service for member satisfaction.
- Led team towards achieving high levels of service excellence.
- Created an inclusive culture, fostering a positive work environment for staff members.
- Developed profitable budgets with keen financial analysis.
- Facilitated successful events, gaining recognition in the local community.
- Established strong relationships with community leaders for increased visibility.
- Conducted regular performance assessments to drive continuous improvement.
Membership Manager & Assistant Club Manager
Fitness Time
2015.01 - 2022.01
- Managed full-cycle HR responsibilities and monitored churn rates while enhancing membership privileges for premium service delivery.
- Developed comprehensive membership policies that safeguarded brand integrity and minimised liability.
- Performed rigorous follow-up actions on lapsed memberships resulting in successful renewals.
- Increased member engagement by planning and executing high-quality events.
- Organised annual conferences, resulting in strengthened relationships amongst members.
- Enhanced communication channels between organisation and members for transparent interactions.
- Implemented feedback mechanisms improving overall service quality towards members.
- Developed innovative strategies for retention, contributing to low member attrition rates.
- Initiated new membership campaigns leading to increased annual sign-ups.
- Streamlined administrative procedures leading to more efficient processes and systems within the membership department.
- Fostered a high level of customer satisfaction with timely response to inquiries.
- Collaborated closely with all departments within the organisation resulting in seamless operations delivery.
- Conducted regular market research to understand membership needs better.
- Presented reports on membership trends at board meetings, facilitating informed decision-making processes.
- Liaised with marketing team for improved promotional strategies.
- Identified potential partnership opportunities contributing to an expanded network for members.
- Updated the membership database regularly, maintaining accuracy of information.
- Coordinated with external partners, ensuring diverse offerings for members.
- Managed budget effectively whilst minimising wastage of resources.
- Developed marketing plans to support department strategies.
- Worked with wider management teams in strategic planning and operational improvement implementation to aid overall business growth.
- Developed targeted advice for decision-makers on how best to reach target consumers and build awareness.
- Brainstormed ideas with clients and stakeholders to maximise project potential.
- Managed multi-channel advertising campaigns to support sales objectives.
- Wrote engaging, entertaining and informative media scripts for different uses.
- Networked with media and PR professionals to build campaign reach.
- Advised clients on optimum mix of products and distribution channels for greatest success.
- Predicted and interpreted consumer trends to improve product offerings.
- Maximised media coverage through tactical planning and communications.
- Built public relations strategies for broadened advertising scope.
- Leveraged market and competitor data to identify market opportunities and gaps.
- Crafted campaigns using market understanding, consumer analysis, and advertising psychology.
- Devised creative strategies for highlighting goods and promoting specific attributes.
- Developed holistic advertising strategies to achieve revenue and awareness goals.
Senior Membership Consultant
Fitness First
2013.01 - 2015.01
- Surpassed yearly sales targets through aggressive prospecting and high-net-worth referral networking, significantly increasing revenue and client base.
- Resolved customer issues to enhance satisfaction levels.
- Delivered exceptional customer service by proactively listening to concerns and answering questions.
- Offered friendly, efficient customer service and handled challenging situations with ease.
- Executed assigned duties to meet targets with precision and efficiency.
- Quickly learned and applied new skills to daily tasks, improving efficiency and productivity.
- Successfully delivered on tasks within tight deadlines.
- Demonstrated high energy and enthusiasm while working in a dynamic setting.
- Completed customer orders with speed and accuracy.
- Oversaw daily operations to achieve high productivity levels.
- Used critical thinking to break down problems, evaluate solutions and make decisions.
- Applied critical thinking to analyse problems, evaluate solutions and select best decisions.
- Performed daily operational tasks with precision and reliability.
- Demonstrated respect and friendliness to team members and clients.
- Supported team by demonstrating respect and willingness to help.
- Adapted schedule to work flexible hours, including nights and weekends.
- Arrived punctually to work, prepared to begin tasks promptly.
- Maintained the cleanliness of workspaces and tools to uphold hygiene standards.
- Utilised Microsoft Word and various software tools to produce documents and facilitate effective communication.
Senior Store Manager
Nike
Amman
2010.01 - 2013.01
- Managed flagship operations, enhancing visual merchandising and optimizing inventory control to drive stock velocity.
Education
Bachelor's degree - Business management
Jordan university
Amman 2005.05 - 2010.05
Skills
- Bilingual: Arabic and English
- Software: CRM Systems (Salesforce, Mindbody, etc), ERP Systems, Inventory Software
- MS Office expertise
- Club operations management
- Business development
- Financial reporting
- Sales expertise
- Social media marketing
- Budget management
- Staff supervision
- Health and safety awareness
- Point of sale systems
- First Aid trained
- Employee training
- Staff recruitment
- CPR certified
- Event planning
- Customer Service
- Team Leadership
- Contract law understanding
- Alcohol licensing laws knowledge
- Recruitment and training procedures
- Data visualisation
Websites
Languages
Arabic (Native)
English (Professional Fluency)
CORE AREAS OF EXPERTISE
- Strategic Leadership
- Financial & Commercial
- People & Operations
- Multi-Site Operations
- P&L & Budget Ownership
- Recruitment & Onboarding
- Crisis & Change Management
- CAPEX / OPEX Control
- KPI Performance Tracking
- SOP Development
- B2B Corporate Sales
- HSE & Safety Compliance
- Strategic Business Planning
- Revenue Forecasting
- VIP Client Retention
Timeline
Club General Manager
UAE JJ Fitness
2024.02 - 2026.02
Operations Manager
Fitness 4Life
2023.01 - 2024.01
Club General Manager
Gold's Gym
2022.01 - 2023.01
Membership Manager & Assistant Club Manager
Fitness Time
2015.01 - 2022.01
Senior Membership Consultant
Fitness First
2013.01 - 2015.01
Senior Store Manager
Nike
2010.01 - 2013.01
Bachelor's degree - Business management
Jordan university
2005.05 - 2010.05