General Manager - Swim School Operations

About the role

The General Manager is the leader of the school and is responsible for overall school performance, including team leadership, sales, customer retention, staffing, culture, facility standards, daily operations, and revenue growth.

Responsibilities

• Lead the School
• Serve as the primary leader of the North Indianapolis school
• Create a positive, professional, high-accountability team culture
• Lead, coach, train, and develop the Assistant General Manager, team leads, front desk staff, and school team
• Run weekly leadership meetings using our EOS Level 10 meeting structure
• Lead monthly in-service trainings to align the team on service standards, sales processes, customer experience, school priorities, and operational execution
• Build and develop the AGM as a future school leader and potential replacement-level leader
• Make sure the school is staffed, trained, and ready to deliver a great experience every day
• Drive Sales, Revenue, and Retention
• Own school-level revenue growth, enrollment, and customer retention
• Lead the front desk team in consistently following the sales process
• Coach the team on phone calls, tours, lead follow-up, trial conversions, and enrollment conversations
• Follow up on cold leads and make sure no strong opportunity is missed
• Support sales contests and incentive programs that drive performance
• Track key school metrics and use them to improve results
• Manage cancellation notices and withdrawal conversations early in the role, then train others to handle them effectively
• Proactively test new ideas to improve lead conversion, customer retention, and enrollment growth
• Deliver an Excellent Family Experience
• Build strong relationships with families and students
• Ensure every family receives clear, helpful, and timely communication
• Manage escalated customer concerns with professionalism and care
• Own the school’s Listen360 process and help improve the customer experience and NPS score
• Create a school environment where parents feel welcomed, supported, and confident in our team
• Build, Train, and Retain the Team
• Lead recruiting, interviewing, hiring, onboarding, training, coaching, accountability, and performance management
• Identify staffing needs and execute a hiring strategy to support school growth
• Develop team leads and future leaders
• Ensure the right people are in the right seats
• Retain strong team members and address performance issues quickly and professionally
• Create a culture where staff feel supported, challenged, and proud of the work they do
• Manage Operations, Labor, and Facility Standards
• Manage daily school operations with a focus on efficiency, cleanliness, safety, revenue growth, and customer retention
• Maintain a clean, organized, safe, and professional facility
• Manage labor within provided guidelines
• Partner with ownership on budget, expenses, vendor needs, repairs, and operational priorities
• Ensure the school has the supplies, retail products, chemicals, and tools needed to operate successfully
• Support facility needs, vendor communication, and operational problem-solving
• Become Water Safety Instructor certified as part of onboarding so you understand the business and can support coverage when needed

Qualifications

• A proven track record of managing people and teams
• Experience in a similar role, such as General Manager, Assistant General Manager, or Department Leader
• A Bachelor’s degree is not required, but experience matters more than education
• Ability to lead people, train people, sell, retain customers, communicate clearly, and operate at ground level with the team
• Comfortable leading a team, setting expectations, and holding people accountable
• Comfortable with sales, customer retention, and direct customer conversations
• Able to have hard conversations in a professional and respectful way
• Energized by building people, systems, and culture
• Willing to be hands-on when the school needs it