Ashley Defries
Wellingborough,Northamptonshire
Summary
Ambitious professional with keen ability to inspire teams and drive sales growth. Possesses strong leadership and communication skills, along with deep understanding of customer needs. Committed to delivering significant revenue increases and fostering long-lasting client relationships.
Loyal employee with solid understanding of training and mentoring employees. Dedicated team player, proactive and hands-on in task completion.
Overview
13
13
years of professional experience
3
3
years of post-secondary education
Work history
Sales Manager
Everyone Active (Harpenden Leisure Centre)
Harpenden, Hertfordshire
2022.11 - Current
I transitioned over to become Sales Manager at Harpenden LC during the immobilisation when EA took over in Nov 22.
We have since gone on to achieve excellent success as a site winning both Sales Team of the year and Large Site of the year at the regional business awards 2025.
The centre has won numerous other accolades in the 3 + years across several different departments.
Since the takeover we have grown the membership base from just over 4,000 to nearly 6,000 (March 2026)
A big focus of mine and the team has been YOU+ with the rebrand of membership and excellent features included both at site and online - we have had outstanding success delivering a high volume of YOU+ ULTIMATE sales being the top tier membership available.
Membership Advisor
Everyone Active (Westminster Lodge)
St Albans, Hertfordshire
2017.10 - 2022.10
WML being one of the flagship centres in EA, provided a great experience learning my trade in sales within the leisure industry achieving success month by month building up experience to become a Sales Manager.
- Provided comprehensive tours of facilities to prospective members, enhancing sign-up rate.
- Demonstrated exceptional negotiation skills whilst selling premium memberships packages.
- Contributed to team objectives by handling sales calls efficiently.
- Conducted regular follow-ups with potential clients to secure memberships.
Duty manager
Hertsmere Leisure
Borehamwood, Hertfordshire
2013.04 - 2017.09
- Achieved smooth daily operations by overseeing staff and delegating tasks efficiently.
- Maintained cleanliness standards, resulting in positive customer feedback.
- Coordinated staff schedules to maximise productivity.
- Promoted a safe working environment by enforcing health and safety regulations strictly.
- Handled complaints professionally, leading to improved customer retention rates.
- Led by example, embodying positive work ethic and motivating staff for peak performance.
Education
Sports Science
Oaklands College
St. Albans 2010.09 - 2013.09
Skills
- Communication proficiency
- Financial budgeting
- Direct sales techniques
- Delegation proficiency
- Brand promotion strategies
- Business development aptitude
- Product knowledgeability
- KPI monitoring and analysis
- Target achievement focus
- Competitor analysis
- Customer retention
- Sensitive complaint handling
- Leadership in high-pressure scenarios
Interests
I have a strong passion for sport, particularly football. I have played for several local clubs and watch as many games as I can. I enjoy keeping active, going to the gym and running in my spare time away from work.
Qualifications & Training
- BTEC Science (C)
- ICT (B)
- GCSE English (B)
- GCSE Maths (C)
- GCSE Geography (C)
- GCSE History (C)
- Level 2 BTEC First Diploma for ICT Practitioners
- City & Guilds Level 1 Award in Mathematics
- City & Guilds Levels 1 & 2 in Functional Skills English
- Level 3 Diploma in Sports & Exercise Sciences (Distinction)
Timeline
Sales Manager
Everyone Active (Harpenden Leisure Centre)
2022.11 - Current
Membership Advisor
Everyone Active (Westminster Lodge)
2017.10 - 2022.10
Duty manager
Hertsmere Leisure
2013.04 - 2017.09
Sports Science
Oaklands College
2010.09 - 2013.09