With over 50% sales turnover annually, relying on site-level salespeople is no longer sustainable. The real driver of consistent revenue growth and NOI optimization is the Executive Director—the leader responsible for a $5M+ business. Yet most are operating, not optimizing.
Operations are demanding—but without financial performance, they don’t matter. NOI must be an equal priority. EDs don’t need to handle every sales and marketing task, but they must understand how to drive results. When they take ownership of revenue and NOI, they lead smarter, delegate effectively, and build a high-performing team—ensuring stability and long-term growth.