Your social media feed can be an invitation into your brand world, or a fancy display case. You didn't open a studio to perform. You opened it to help people feel stronger, steadier, more themselves.

If your posts impress colleagues but the person walking in after a long day doesn't see themselves in it, something's out of alignment.

In this conversation, we put the member back at the center, so your words feel like a welcome, your visuals feel like a promise, and your feed feels like the doorway into a room where they belong.

Shout-outs

• Kink Pilates: @kink_pilates; @kinkpilates_academy

• RE:FORM LAB: @reformlabpilates

Book a North Star Session
fitcarma.com/northstar

What does it really take to build a brand that moves people?

In this conversation, Jeff Zwiefel (former President & COO of Life Time) pulls back the curtain on the principles and systems behind one of the most trusted names in fitness. We unpack how a clear North Star, codified standards, and aligned teams create a consistent experience at scale, without losing soul.

If you're a studio owner, program director, or instructor leader, this episode is a blueprint: start with purpose, translate it into the way your experience is taught and hosted, build systems for reliability, hire and train for alignment, and innovate only when it serves the mission. Jeff's insights validate everything we teach at Fitcarma about turning brand into an operating system, so your promise is felt in every class, every interaction, every location.

What you'll learn

• Why a North Star is the foundation for scale and trust

• The tenets of a Life Time–level experience (and how to translate them to any size studio)

• How standards, training, and culture make consistency teachable

• What "innovation with integrity" looks like (evolve without diluting your identity)

Discover your North Star
Ready to lead with clarity? Apply for a North Star Brand Strategy Session with Fitcarma and turn these principles into your playbook: fitcarma.com/northstar.

Build a brand that moves people, and give your team the structure to deliver it every day.

You've built something powerful. An experience your community loves. But behind the scenes, you're wearing too many hats, struggling to replicate the magic, and wondering how to get your team to carry the brand with the same heart you do.

Sound familiar?

In this episode, we unpack the real reasons team buy-in feels so hard, and what actually works when you're trying to scale your studio without losing the soul of what makes it special.

We'll walk you through:

- Why instructors sometimes resist feedback (and how to shift it)
- What buy-in really means (and how to earn it)
- How to create brand-aligned guardrails without stifling creativity
- Why clear identity and values must come before systems
- How to build something scalable (without being in the room)

Whether you're opening your third location or just tired of doing everything yourself, this episode will help you take the next step with clarity, confidence, and soul.

Want something you can use right now to support your team's growth and alignment?
Grab the 360 Performance Review Toolkit: your go-to resource for leading effective, empowering reviews that actually move the needle.

It's packed with:

-Clear review structures
-Customizable templates
-Goal-setting & growth tools
-Conversation scripts & best practices

Plus:
-Check out the 10-minute companion episode on Off the Mic for quick wins and action steps.
-And if you purchase before the end of summer, you'll also get the Workshop Magic Toolkit: ice breakers and team-building exercises to make trainings more fun, bonding, and impactful.

GET IT NOW: grab it now and start creating the shift your studio needs.

Want help defining your brand's story, message, and mission?
Book a North Star Session:
https://fitcarma.com/northstar

Want your team to deliver your brand experience every time?
Explore Shay's Playbook Services:
https://www.fitcarma.com/workwithus

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Subscribe, tag us with your takeaways, and share this episode with your leadership team. You don't have to carry it all alone, and you shouldn't.