The best trainers don’t want freedom, they want a system
A strong gym is built by its people. Ethan Esser-Horsham explains how clear systems, effective onboarding, better communication and staff development create a good team that retains members.
In this episode
Why a strong gym starts with its people
Equipment, systems and technology can support a gym, but the member experience is ultimately created by the people who work there. Especially for new members, a strong team provides the guidance, connection and confidence needed to feel at home.
- Technology should support human interaction, not replace it
- Good employees build trust and create a consistent member experience
- The strength of a gym is often found in the quality of its team
From a shared vision to individual ownership
Ethan Esser-Horsham explains that an ambitious company vision only works when team members understand what it means for them personally. At Lijfkracht, employees are actively involved by discussing their goals, ideas and preferred responsibilities.
- Ask employees what they want to contribute and achieve
- Translate the company vision into clear individual goals
- Use team input to improve systems and daily operations
Ethan calls this the steak and salt principle: experienced professionals may bring the steak, while an intern brings the salt. The contribution may differ, but everyone should bring something to the table.
Systems create clarity and freedom
Clear systems do not have to restrict employees. When designed well, they provide structure and make expectations clear. Once employees understand the foundation, they have more freedom to bring their own personality and expertise into their work.
- Systems create organisation
- Organisation creates clarity
- Clarity creates freedom
Lijfkracht uses a 90-day onboarding process in which new employees first learn the systems, then apply them with support from a mentor and finally repeat and refine their skills.
Leadership means asking instead of telling
When an employee does not meet expectations, Ethan first looks at the role of leadership. Were the expectations clear? Did the employee receive enough support? And was the communication adapted to the individual?
- Start by asking: What could I have done better?
- Ask questions that encourage reflection and ownership
- Adapt communication to how the individual receives information best
- Change the person only after clear expectations, support and repeated feedback have not led to improvement
The goal is not to prove that the manager is right, but to help the employee and the team become stronger.
Close the back door before growing the front door
Many gyms focus mainly on attracting new members. Ethan emphasises that retaining existing members and employees is at least as important. When trainers stay, they build stronger relationships with members and retain valuable knowledge about their goals and personal context.
- Staff retention supports member retention
- Consistent personal contact creates trust and accountability
- Members are more likely to stay when they feel connected to the team
- Retention should be strengthened before investing heavily in acquisition
A strong gym team needs autonomy, connection and opportunities to keep developing. When people understand the vision, know what is expected and feel proud of the organisation, they are more likely to take ownership and stay.
More about Ethan Esser-Horsham
More about Lijfkracht
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