Brawn Power
Building Brawn's national field sales team — eight hires recruited on personality and drive, not sector experience.
Client Overview
Brawn Power is a disruptive UK fitness-app start-up that spent its early years quietly building product before securing significant seed-stage capital and the backing of two major UK gym groups. With investment in place and meaningful market traction, Brawn needed to scale beyond product into a proper commercial operation, building a national field sales team that could take the app to market across major UK gym hubs. The target customer was the self-employed Personal Trainer working inside partner gyms, and the field sales role was to promote the app inside those gym environments and onboard PTs onto the platform.
The Brief
Brawn needed a full national field sales team built from scratch. The original brief covered six field sales people across the Midlands, the North West and the South, plus a Sales Manager to take pressure off the CTO who had been informally running sales. The candidate profile was unusual. Brawn wanted fitness-industry-credible people with the right personality and drive for sales, not experienced field sales people with a fitness adjacency.
The Challenge
Most of the target candidates had never been in a sales role before. The recruitment had to be done on personality profile, drive, natural charisma and motivation rather than CV-deep sales experience. That made volume and assessment depth essential. The interview process needed to identify the right level of grit, the right reasons for entering sales, and the realism to stay the course inside a start-up environment. Candidates also needed to genuinely understand what they were signing up for, because mismatched expectations would drive churn.
What Sales Recruit UK Did
Working exclusively with the COO and CTO, Sales Recruit UK developed a national marketing campaign designed to attract fitness-industry candidates with the attributes to transition into field sales. This was a labour-intensive campaign that generated high volumes of interviews. The SRUK Fit Score process was tuned heavily towards behavioural and motivation dimensions rather than sector knowledge. Sales Recruit UK also helped Brawn structure an interview journey that kept strong candidates engaged across multiple rounds while genuinely filtering for grit and aspiration. The replacement guarantee covered any churn from candidates who did not work out.
The Outcome
Sales Recruit UK helped Brawn scale to a national team of eight field sales people across the country, supported by a dedicated Sales Manager who took commercial leadership off the CTO. With the company at start-up stage, Brawn needed substantial support not only in recruitment but in interview design, candidate management, and offer structuring. The eight hires are the foundation of Brawn's national field sales operation.