What separates good gyms or trainers from the mediocre ones? Some say it’s the training style, access to top equipment and amenities, the results clients achieve, or the trainer’s knowledge about anatomy, assessment, and program design. While all of that can help, the real driver of loyalty and attracting new clients isn’t fancy gear or encyclopedic knowledge. It’s the culture you create.
HOW TO CREATE A WINNING CULTURE (NOT AN EXHAUSTIVE LIST, BUT STILL WORTH READING)
1. IT STARTS WITH YOU
A idea worth remembering is that leadership at the top sets the tone. As Alwyn Cosgrove put it, a team can suddenly improve after a new coach, Apple thrived after bringing Steve Jobs back, and a program can crumble when the leader changes if the culture isn’t solid. The point is simple: culture begins with you.
I’ve seen this firsthand. In 1997 I earned a baseball scholarship to Mercyhurst University. The recruiting coach came across as straightforward and earned respect from the players. The team was coming off a strong season, and the atmosphere reflected solid leadership. After the coach left and a new one took over, the leadership style changed dramatically for the worse, and the team’s culture suffered, even if the system stayed the same. The contrast showed how poor leadership can poison a program.
In gyms, neglecting trainer development, skipping continuing education, and failing to cultivate a winning culture tends to show up as high turnover, a focus on sales quotas over genuine conversations with potential clients, and overall dysfunction. Leadership always starts with you, whether you work in a commercial gym or run your own studio.
2. STOP BEING A CANTANKEROUS CURMUDGEON
Grumpy Old Men is a fitting metaphor for parts of the fitness world today: we demand accountability from our athletes and clients, yet we can be hostile online when someone disagrees with us on technique or protocols. A civil culture is hard to build if you act like a perpetual grump. Accept that not everyone will agree with you, and that you may be wrong or outdated at times. Strong leaders are capable of listening and adapting, not tearing others down.
3. BE HUMAN. NOT SUPERHUMAN
People respond better to leaders who are human, not perfect. It’s okay if someone struggles with a movement or misses a lift occasionally. Progress, not perfection, is what builds culture. Being authentic matters—share a genuine side of yourself, show you’re imperfect at times, and let your clients see you as a real person. When you’re relatable and transparent, your athletes and clients will trust you more.
COME LISTEN TO ME TALK IN PERSON ABOUT THIS STUFF
I’m heading to Europe this fall for two in-person workshops:
1) Coaching Competency Workshop – Prishtina, Kosovo: Saturday, October 21
2) Building the Complete Fitness Pro – London, UK: Saturday and Sunday, October 28–29
For more information and to register, please email my host Dr. Rita Parashumti at rita@ritwells.com. Full details (including itinerary) are available here. Very limited early-bird spots are available, so if you’re interested, act quickly.
