Explore effective fitness club staffing strategies for owners and operators. Learn how to retain top talent, build a strong culture and lead by example to enhance your team.
Staffing remains one of the most complex challenges in the fitness industry. Between rising costs, evolving employee expectations and the ongoing drive to deliver exceptional member experiences, many club owners and operators are rethinking how they recruit, retain and develop their staff.
In the latest Thought Leaders panel, four fitness industry professionals shared their advice on club staffing — adapting to workforce changes, setting cultural standards and thoughtfully integrating automation into their operations.
The discussion on club staffing began with the importance of prioritizing your employee’s work-life balance. Mark Miller, the COO of Merritt Clubs, explained how encouraging staff to spend time with families and truly separate their work life from their personal life can improve retention.
“If we create an environment where the employees want to be here and can still have a good career and life while growing in the organization, then we’re going to win the game,” said Miller.
Kristin Daumer, the training and employment development manager at acac Fitness and Wellness Center, echoed Miller’s comments on club staffing. With many high school and college students working at acac, she mentioned how managers will cover shifts so employees can attend once-in-a-lifetime events like graduations and proms.
Beyond work-life balance, panelists emphasized investing in career development and skills beyond employees’ current roles.
For Landon Burningham, the founder, owner and CEO of Physiq Fitness, continuing education is particularly vital for trainers. Staff can participate in internships to shadow current trainers and receive discounted certifications, encouraging exploration of other positions within the club.
“It’s so important to provide those growth opportunities and lateral position changes where you can,” said Burningham. “They help team members feel valid and there’s not a large cost to it.”
Along with continuing education, Miller incorporates general life skills into training — from basic mechanical tools like changing your oil to financial tools like learning how to buy your first home.
Leadership academies offer another avenue for career and life development. Daumer said acac’s company-wide academies have included Myers Briggs training, workshops on managing fear and energy, and lessons on imposter syndrome and work-life balance. Upcoming sessions will focus on managerial tools, such as handling difficult conversations and recruiting.
Settling non-negotiable culture standards was another key theme. Scott Draper, the founder of Club Northwest, emphasized intent over policy in club staffing. While practices matter, he believes the strongest cultures are built when staff show up for each other. “We feel that our No. 1 job is to empower people, starting with our team and then our members,” he said.
Integrity is Burningham’s most important core value when hiring — seeking employees who act in the best interest of the members, team and business. He also prioritizes coachability and the ability to view constructive criticism as an opportunity.
Miller noted that culture is best taught by example. “Our teams learn from how we behave. We have to show the standard every day,” he said. “If we want them to pick up trash, we pick up trash. If we expect them to fold towels, we fold towels. They learn what they live and it’s all through our behaviors and actions.”
The panel also discussed automation in clubs. From court cleaning robots to automated phone calls, technology can help alleviate club staffing challenges — as long it complements staff rather than replaces them.
Burningham expressed caution about over-automation but said his club uses it for tasks like cancellations and past-due notices, freeing staff to focus on front-facing responsibilities. Daumer’s team uses ChatGPT for announcements and survey responses, ensuring nearly every member receives a timely reply.
Ultimately, culture, training and care remain critical to hiring and retention. By investing in career and personal development, building a culture rooted in core values and embracing thoughtful automation, leaders can create work environments where staff want to stay and thrive.
