GM, Adventure (Fora Agency Lab)

About Fora

Fora is the modern travel agency, empowering the next generation of entrepreneurs to build thriving travel advisory businesses. We're modernizing the $100B+ travel industry with AI woven through every part of the advisor's workflow, plus global supplier relationships, personalized training, and a vibrant community, all in one place. That's what lets advisors build businesses that scale, while their taste and service create trips no algorithm alone could plan.

At the heart of it all is our mission: to help the next generation of travel entrepreneurs turn their love for travel into a fulfilling career, whether full-time or part-time.

We're mission-driven and obsessed with our customers, and we believe humans and AI are both essential: the best work here comes from people and technology at their best, together. That's not just a philosophy about our product, it's how we build our team. Everyone at Fora gets hands-on with frontier AI tooling as part of the job. At Fora, you'll learn to be AI-fluent, with real experience applying AI to solve problems day to day, wherever you sit in the company.

Founded in 2021, Fora has grown to a team of 250+ full-time employees based in downtown New York City

. In 2026, we closed a $60 million Series D led by Forerunner and Tactile Ventures, with continued backing from Thrive Capital, Insight Partners, and Heartcore Capital. We've been named a LinkedIn Top Startup (2024), one of Fast Company's Most Innovative Companies (2023 and 2025), and one of TIME's 100 Most Influential Companies (2026).

Come build something that hasn't existed before.

About the Role

We’re seeking a General Manager to launch and lead a new agency within Fora Agency Lab, initially focused on the adventure travel vertical. This is an opportunity to build a niche travel business from the ground up, powered by Fora’s AI enabled platform, supplier relationships, training, and infrastructure, while helping prove a model that Fora can replicate across future travel verticals.

The General Manager will own the agency’s strategy, brand, client growth, operations, and overall business performance. As the agency scales, this person will recruit and develop a team of independent contractors to grow the business and extend its reach.

This role is designed for an entrepreneurial operator who is energized by building from scratch, comfortable owning outcomes end to end, and excited to use technology as a core part of how they work. While adventure travel is the initial focus, we are open to candidates with deep expertise and authentic passion for another travel niche.

This is a full time role, with a remote option considered.

Key Responsibilities

• Launch and operate a niche travel agency powered by Fora’s AI enabled platform, supplier relationships, technology, and training.
• Own agency growth across personal bookings, independent contractor productivity, marketing, brand development, and overall business performance.
• Define the agency’s unique value proposition, positioning, and go to market strategy.
• Build a distinctive brand and develop a growing client base within the agency’s travel niche.
• Track and report on agency performance, including independent contractor activity, booking volume, revenue, and broader business growth.
• As booking volume grows, recruit, onboard, and mentor independent contractors, supporting them from their first booking through the development of sustainable, growing businesses.
• Build and continuously improve operational processes that can serve as a repeatable playbook for future Fora verticals.
• Identify opportunities to strengthen training, onboarding, platform tools, supplier partnerships, and community support for independent contractors.
• Serve as an external facing thought leader on building and scaling a niche agency using Fora’s platform.

Requirements

• Five to seven years of professional experience.
• An entrepreneurial mindset and demonstrated comfort operating in ambiguous environments, building from scratch, and working with minimal existing infrastructure.
• A growth oriented and AI forward approach, with enthusiasm for using emerging tools and technology as a core part of how you work and lead.
• Genuine passion for travel, ideally within the adventure category, or deep expertise and authentic enthusiasm for another travel niche.
• Comfort owning business outcomes end to end, including revenue, costs, and growth, through hands on execution.
• Strong strategic and operational judgment, with the ability to translate ideas into practical processes and measurable results.
• Strongly Preferred
• An MBA or other advanced degree.
• Experience working in a high growth startup or technology enabled business.
• Familiarity with the host agency model.
• An existing network within adventure travel or adjacent communities.