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Head of Product

Head of Product

  • IT
  • Health
  • Amsterdam
  • Minimum of 5 years' experience
This vacancy has been filled. Go to the Fit For Free brandpage


  • At least 5 years of experience in product management
  • Knowledge of web optimization and conversion
  • Empathetic leadership
  • Speaks and writes English fluently

* Research shows that while male candidates feel confident enough to apply when they meet about 60% of the requirements, female candidates only apply when they tick every box. So if this role has your name on it, but you’re not sure about the criteria, we still want to hear from you.

Fit For Free and Sportcity, two leading players in the Dutch fitness landscape, are owned by the same parent company. They are in the middle of a digital transformation, focusing on innovative products. The Head of Product will manage all of their websites and apps and craft a customer journey to get existing and potential members excited about their workouts.

About Fit For Free/Sportcity

Whereas Fit For Free, with its 100 gyms, is known as a low-threshold fitness chain that offers members unlimited workouts or group classes, Sportcity’s unique offering includes 25 gyms positioned as an all-in-one workout destination. In addition to exercising, you can also take advantage of personal training, spa and catering facilities and a childcare center. Together, the two chains not only share the same credo: “Getting fit and staying fit is important”, but also the same parent company: Olympus Investment. And they have big digital plans for their two successful formulas. 

To motivate people even more to get and stay fit and healthy, Fit For Free and Sportcity need to become the leading digital fitness and health platform—a fitness journey that covers every aspect of a healthy lifestyle, inside and outside the gym. The digital transformation is already in full swing. Fit For Free launched a new app and website last year, and a new Sportcity site is on the cards. The foundation is in place and conversion has increased significantly in the past year, but that doesn’t mean the “gym 2.0” they’re working towards is a reality. The Head of Product will handle the websites in the short term.

Vacancy: Head of Product

The Head of Product will be responsible for the complete life cycle of the websites and apps for both Fit For Free and Sportcity and will play a key role within the organization. They will know the world of online shops, e-commerce, website optimization and conversions inside out and easily take full ownership of the customer journey. They will launch and optimize the new websites and commercial offers to create a completely new customer journey. That means the Head of Product will ultimately be impacting a user base of some 300,000 members.

The current responsive and mobile-first site was launched last year. Its frame with images and features is in place, but there is no real strategy yet. The Head of Product will be given complete freedom to optimize this website—and eventually also the B2B version, GoVital—as they see fit. That includes things like making it social proof, building communities, building landing pages, and boosting the SEO with an SEO specialist. The goal is to unify the web experience and the physical experience in the gyms. And of course to make people understand why being fit is important. It is a similar story at, but here the Head of Product can start from scratch. The new website will be completed in early 2022. 

The Head of Product will become a success in this role thanks to their strong sense of empathy and commercial insights. These skills will complement their ability to put themselves in the customer’s shoes. So in addition to developing eye-catching websites, the Head of Product will know exactly how to strike the right chord with web-users. Those two skills will also benefit the Head of Product in their managerial role. They will be responsible for end-to-end output, can work well in cross-functional teams, and will know how to make the best of everyone’s talent. 

In addition to being a good motivator, the Head of Product can also prioritize perfectly based on impact and business value. They can manage product roadmaps, backlogs, A/B tests, and issues melt away like snow in the summer sun thanks to them. The Head of Product can also clearly explain the technical limitations and requirements to non-technical colleagues. In addition to the product team, the Head of Product will also work closely with the marketing team. The Head of Product reports directly to the CEO.



Fit For Free / Sportcity is working with Top of Minds to fill this vacancy.
To express your interest, please contact Hayke Tjemmes at


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