David Homa

Boise, ID 83703 | (831) 901-9010 | david@allaroundfitness.com

Results-oriented, self-driven and highly motivated Sales Management Executive professional with more than 24 years of extensive
experience in new business development, administration, marketing and management, and applying best business practices.
Acknowledged for well-defined understanding of business philosophy and developmental strategies with the capacity to identify and
communicate clients and employees complex needs with the appropriate products, services or procedures. A successful and diverse
background spanning consulting, sales, strategy, team work, and service delivery. Expertise in engaging key partners and devising
winning sales activities and solutions in public and private sectors to increase revenue and enhance productivity. Skilled in optimizing
team dynamics, uniting diverse agendas to a common goal, and harnessing strategic and operational drivers to deliver results.

Notable Achievements

Turned a $3,000 investment into a well-established and respected brand name in Monterey and Santa Cruz Counties.
Spearheaded a successful business partnership agreement with a prosperous fitness club operator, (who owns four other
th
facilities), for a new fitness center. Exceeded membership growth by 40%. Directly responsible turning the 5 location into the
fastest growing and top producing location.
Successfully negotiated the sale of personal shares, realizing a 33% profit from the initial investment.
Effectively project managed and implemented an enterprise grade could solution. Researched available options, outlined the
workflow, examined the benefits (through SWOT analysis), managed the project from inception to completion within budget.
.

Proven Areas of Expertise

Strategic Planning & Marketing
Bidding & Negotiations
Cross-functional Collaboration
Profit & Growth Strategies

Strong Verbal/Written Communication Skills

Budgeting & Cost Controls
Optimizing team performance thru accountability
Client Relationship Development

Leadership
Project Management
Planning & Organizational Skills
Analytical / Critical Thinker

Computer Technical Skills:

Microsoft Word, Excel, Power Point, Outlook, Access (Familiar)
MS DOS, XP, 7, 8, 10; Server MS 2003, 2008, PDF Editing, Auto CAD (Limited)
Marketing, Survey Monkey, Constant Contact; CRM: Club systems, Club automation CRM
Web Design: WYSIWYG Web Design, Project Management, Special Feature Development

Strategic Planning

Maintained a 25%-28% profit margin by dynamically adapting sales and marketing strategies to a highly competitive and
dynamic market place.
Provide outstanding leadership in branding awareness development planning and creating a lasting impression using radio
television, newspaper, direct mail and sales activities.
Secured contracts with internationally known brands, successfully negotiated and maintained protected territory contracts with
these brands.
Dominated light commercial (vertical) market share by 35%; commercial market shares by 80% (1996 2008); sold fitness
equipment to 4,600 households in the Monterey and Santa Cruz markets, about 1,300 out of 18K households in Santa Cruz
market and 3,300 out of 90K households in Monterey market (2003 2012).

Sales Management

Successfully led a sales team through coaching, monitoring percentage of calls made, number of call plans completed,
number of account plans completed, and money directed towards representative training.
Influenced sales objectives such as, percentage share of wallet, number of new customers acquired, ramp up time for new
sales people, percentage of customer retention, and percentage of target customers contacted.
Delivered the right revenues, growth target, profit target and market share goals.
Developed plans and strategies for developing business and achieving the companys sales goals.

David Homa
Boise, ID 83703 | (831) 901-9010 | david@allaroundfitness.com

Professional Sales Experience

Founder / Sales Manager, Territory Manager

All Around Fitness, Inc.

1996 Present

Monterey, CA

Founded a fitness equipment sales and service company covering the residential, light commercial and commercial markets. Fitness
sales within a 60-mile territory and $12M in sales in the past decade,

Efficiently manage all aspects of business ensuring operations run smoothly and achieving actualization of goals. Generate new
business accounts by sourcing potential business clients ensuring closing success. Utilize various methods for effective brand
awareness including cold calls, direct sales, B2B marketing, branding, and various aggressive prospecting efforts promoting the brand
through Channel partners. Extensive experience working on Public Sector biddings.

Provide excellent customer service by courteously attending to complaints and inquiries, resulting in resolutions.

Build team capacity through, screening, hiring, training and motivating team members to achieve highest efficiency.

Highly skilled in needs assessment, strategic planning, establishing priorities and delegating tasks.

Responsible for successfully ensuring the closing of sales, expectations are met, long-term relationships are established and
maintained.

Regularly assessed product category to identify opportunity gaps and potential growth areas.

Successfully coordinate and implement the annual sales, budgeting and marketing plan.
General Manager / Managing Partner

Toadal Fitness Scotts Valley, CA

Sep 2013 Jul 2015

Partnered in a fitness club and successfully managed 32 employees. Added over 2,000 members in a 1-year period. Prepared,
analyzed, verified, disseminated critical information and processes for effective operational management, sales, repeat sales and
referrals.

Researched demographic analysis in order to identify opportunities

Managed all aspects of business ensuring operation ran smoothly.
Interacted and influenced the team to achieve maximum proficiency.
Regularly coached the sales associates and support team members and set clear performance expectations.
Built team capacity by screening, hiring, training and motivating team to excel in their work performance.
Responsible for successfully ensuring the closing of sales, long-term relationships are established and maintained and
expectations were met.

Operations Manager

Staples Seaside, CA

1996-1997

Strictly adhered to established company guidelines, ensured store operations performed flawless, executed all operational
responsibilities such as In-Stock for the Customer(IS4TC), Planogram integrity, category and Inventory Management. Drove profitable
sales and margin by fostering a sense of urgency in others to achieve their work. Reduced shortage by performing regular cycle counts
and identified the cause.

Engaged and inspired store teams to achieve maximum performance.

Modeled behavior fostering a sense of energy, ownership, teamwork and personal commitment.
Regularly coached store associates and set clear performance expectations.
Shared responsibility for the Manager on Duty program.
Screened, recruited, attracted, hired, coached talented employees for key roles.
Properly handled negative influences that brought down company performance; sought diverse ideas and points of view to
achieve business success, resulting in increased sales, created a positive environment and personal pride.
Consistently sought for ways to improve the customer experience.

Education
Monterey Peninsula College Monterey, CA (1988-1991)
Major: Business Administration, Marketing & Management
Yale School of Management (2015)
WISE CIP Online Course
Massachusetts Institute of Technology (2012)
LEAN Six Sigma Online Course / LEAN Advancement