Head of Brand & Communications

Ready to flex your brand muscle across Europe? We’re looking for a bold, strategic leader to take charge of Brand & Communications at Basic-Fit.

With 4.5 million+ members and rapid growth across Europe, we’re not just changing the fitness game, we’re making it part of everyday life. At Basic-Fit, everyone deserves to be fit and feel great. That’s why our mission is simple: make fitness accessible to everyone.

Your Mission

Your mission is to evolve Basic-Fit’s iconic brand into not just Europe’s fastest-growing fitness brand, but also the most trusted, commercially impactful, and culturally relevant one. You’ll lead Brand & Communications as a true growth engine, owning measurable brand impact across markets, driving brand metrics, member acquisition, retention, and pricing power, and reporting results clearly at board level. You’ll set the pace for modern, digital-first campaigning and shape Basic-Fit’s external voice—from iconic campaigns and creator-led content to PR, thought leadership, and reputation management. With a team of 10+ across Brand, Campaigns, Content, Design, PR, CSR, and our in-house Studio, you’ll combine creativity with data and global vision with local execution, partnering directly with our CCO to amplify Basic-Fit’s presence and impact across Europe.

Your Impact

• Drive measurable business impact
  • Lead the global brand and communications strategy, delivering uplift in key metrics (aided awareness, NPS, brand consideration, member acquisition, retention, and pricing power).
  • Translate customer and market insights into action, ensuring every campaign is designed to shift business KPIs as well as inspire members.
  • Report impact with clarity and confidence at board level, showing how brand drives growth and long-term loyalty.
• Evolve an iconic brand
  • Build on an already widely recognised and trusted brand, amplifying its foundation while keeping it fresh, distinctive, and relevant.
  • Drive our “Think Global, Act Local” approach, ensuring execution resonates across five distinct markets.
• Champion a digital-first brand
  • Embed platform-native storytelling across TikTok, YouTube, and social, not just traditional channels.
  • Tap into creator economies, trend culture, and fast signals to keep Basic-Fit culturally relevant and consumer-first.
  • Build campaign rhythms that favour speed, testing, and iteration over long cycles.
• Own and elevate our external voice
  • Lead all communications: proactive brand storytelling, thought leadership, and strategic PR.
  • Safeguard and grow our reputation with confident issues and crisis management.
  • Position Basic-Fit as a positive, active force in society through CSR and social impact.
• Build and scale a high-impact team
  • Inspire, coach, and grow a team that blends bold creativity with operational excellence.
  • Instil a culture of insight-led storytelling, creative agility, and continuous optimisation.

You Are A:

• Proven brand & communications leader – 8+ years shaping consumer brands and external communications in fast-moving, multi-market environments.
• Commercial driver – You understand KPIs and funnels, and know how to turn brand into acquisition, retention, pricing power, and long-term growth.
• Digital-native marketer – You are fluent in platform-first storytelling (TikTok, YouTube, social) and know how to leverage creators, culture, and fast signals to keep a brand relevant.
• Strategic communicator – You can elevate Basic-Fit’s external voice: from proactive storytelling, PR, and thought leadership to confident issues and crisis management.
• Balanced brain – You blend data and intuition, business logic and creative storytelling. You put the customer first and connect insight to both brand equity and results.
• Inspirational leader – You coach, grow, and empower a multidisciplinary team to deliver bold creativity with operational excellence.
• Fast & focused – You move with speed, prioritise what matters, and thrive in a culture of testing and continuous improvement.
• Language – You are fluent in Dutch and English, with native Dutch being a strong advantage.

What We Offer You

At Basic-Fit, it’s not just about work, it’s about your growth. As a Head of Brand & Communications, you’ll have the freedom to make an impact and develop yourself in a dynamic environment.

• Learning & Development: Unlimited access to GoodHabitz and LinkedIn Learning.
• Career Growth: Plenty of opportunities for professional and personal development.
• Work Culture: An informal, international, and down-to-earth environment.
• Innovation: Your ideas contribute to strategic projects.
• Perks & Benefits: Travel allowance, bike plan, health insurance discounts, remote work allowance, and a pension plan (52% contribution by Basic-Fit).
• Fitness: Access to our gym at HQ.

About Basic-Fit

Basic-Fit is Europe’s largest low-cost, high-value fitness chain, with more than 4 million members across 1,600+ clubs. We are continuously growing and improving. If you’re looking for a place where you can make an impact while having fun at work, you’ve come to the right place!

What Makes Us Unique?

• Work with Impact: What you do makes a difference. We don’t just work for our members, partners, and teams—we work with them.
• Collaboration: Everyone works together to achieve goals and celebrate success.

We are the number one low-cost and high-value fitness brand in Europe. We are determined to make fitness accessible to everyone and a habit people love. Together with our orange squad, we deliver affordable fitness solutions at 1000+ clubs across Europe, to over 2 million members combining our straightforward membership model with top-notch fitness technologies. However, where we are today is just the beginning. In the next years, we aim to further professionalize and to continue our growth. We move like a scale-up, making use of our strong corporate backbone. Are you curious, entrepreneurial, practical, and do you have a playful demeanor? Basic-Fit is the right place for you. Please feel invited to grow with us, to make an impact and to share our mission. Welcome to the Orange Family.