Amber Martinez, the brand president and operating partner of JEM Wellness Brands, Crunch Fitness, shares the importance of prioritizing your people.
In an industry that thrives on transformation — whether it’s physical, mental or business-driven — one of the most disruptive things you can do as a leader is to genuinely prioritize your people. Not just in theory. Not just in a mission statement. But in action, every single day. Commit to it as firmly as you commit to your KPIs and ROIs.
When leaders truly invest in their people, the impact is undeniable. You can feel it in the energy of the club, in the way teams engage with members, and in the sense of pride and ownership that fuels high-performing teams. And here’s the game-changer: this investment isn’t just about culture — it directly drives sales, retention, loyalty, trust, and ultimately, profitability.
The reality is, fitness is a people-first business. Our members don’t just walk through our doors for equipment; they come for connection, guidance and a community that supports them. That connection starts with our teams. If they don’t feel valued, supported and developed, it reflects in every interaction. But when leadership is intentional about growing, supporting and prioritizing people, the results are exponential.
So how do you start? Here are five actionable steps to elevate leadership development and invest in your team:
1. Build a leadership development framework.
Leadership development can’t be an afterthought. It needs to be structured, intentional and a core part of your business strategy. Start by defining clear leadership competencies — what skills behaviors, and values are non-negotiable for leaders in your organization? Then, create structured development opportunities like mentorship programs, leadership workshops and career pathing. The goal? Develop leaders at every level, from front desk staff to your executive team.
2. Move from transactional to transformational leadership.
Leaders who focus solely on tasks and numbers miss the bigger picture. Transactional leadership might get the job done today, but transformational leadership builds teams that last. Transformational leaders coach, inspire and create a vision that their teams want to be a part of. This shift starts with authentic conversations, individualized support, and a commitment to personal and professional growth for every team member.
3. Create a culture of recognition and growth.
People don’t leave companies — they leave leaders who don’t value them. Recognition isn’t just about rewards; it’s about consistently acknowledging effort, progress and impact. Take the time to celebrate wins, highlight growth and provide opportunities for advancement. If people can’t see a future for themselves in your organization, they’ll find one somewhere else.
4. Develop ownership and accountability.
High-performing teams aren’t micromanaged — they’re empowered. Investing in your people means trusting them to take ownership of their roles and holding them accountable to high standards. This means clarifying expectations, giving them the autonomy to make decisions and coaching them through challenges rather than solving everything for them. When employees feel ownership, they show up differently — with drive, pride and commitment.
5. Lead with empathy and authenticity.
At the core of all of this? Empathy. Leadership isn’t just about strategy and execution — it’s about human connection. When leaders genuinely care about their teams, it creates trust, loyalty and a workplace where people want to thrive. Ask yourself: Do you know what drives your team? What challenges they’re facing? When people feel seen, heard and supported, they will go above and beyond — not because they have to, but because they want to.
The Bottom Line: Your people are your business.
Investing in leadership development isn’t just about making people feel good — it’s a direct line to business success. Engaged, empowered teams drive revenue, retention and long-term growth. This isn’t a nice-to-have; it’s a business strategy that will set you apart from competitors who treat employees as replaceable.
The question isn’t whether you can afford prioritizing your people— it’s whether you can afford not to.
So, if you’re ready to disrupt the status quo and build a team that thrives, start today. Your people, your members and your bottom line will thank you for it.
