Building a Team That Sticks: Lessons from Zach Colman on Values-Driven Hiring
Hiring shouldn’t feel like a revolving door—but for so many studio owners, it does. The cycle of hiring, firing, and rehiring can drain time, energy, and resources faster than a packed Monday morning class.
But what if the real problem isn’t just about finding the right people—but rather defining what “right” actually means for your studio?
In Session 3 of our Staffing Series, we sat down with Zach Colman, founder of Creatitive, to unpack a hiring approach that doesn’t just fill roles—but builds a culture that lasts.
Hiring Isn’t Just a Checklist—It’s a Culture Check
Zach has worked with major fitness and athletic brands like Crunch Fitness, the Phoenix Suns, and Pro Football Retired Players Association—but his insights hit just as hard for boutique studio owners. The key takeaway?
Hiring isn’t just about skills—it’s about shared values.
Too often, studios hire based on credentials, availability, or gut instinct. But if you want team members who stay, thrive, and elevate your business, you need to start by defining who you are as a brand and what behaviors align with that vision.
Step 1: Identify the Core Values That Matter
Most businesses slap a few nice-sounding words on a mission statement and call it a day. But values should be more than just words on a wall—they should be visible in daily operations and hiring decisions.
1. Don’t just list values—define the behaviors tied to them.
For example, if one of your values is integrity, how does that show up? Zach shared a simple example:
If integrity is a core value, do you ghost applicants who don’t make the cut? Or do you take the time to let them know they weren’t selected and why?
2. Evaluate your best (and worst) employees.
Zach recommends looking at who thrives in your studio—and who didn’t work out—to identify patterns. What traits make someone a culture fit? What behaviors are red flags?
3. Make sure your leadership team is living the values, too.
A studio owner can set the vision—but if managers or senior staff aren’t aligned, your values mean nothing.
Step 2: Rethink Your Interview Process
The traditional "Tell me about yourself" interview doesn’t cut it. Zach shared a game-changing approach:
1. Stop asking surface-level questions.
Instead of “What’s your biggest weakness?” try:
"Can you share a time you had to prioritize client safety over convenience? What did you do?"
2. Look beyond the resume.
Consider having potential hires take a class at your studio. How do they interact with staff? Do they fit the energy?
3. Identify behaviors that align with your values.
Hiring for “professionalism” isn’t enough—define what professionalism means in your studio. Is it how they handle conflict? How they show up prepared?
Step 3: Retention is a Branding Play, Too
Studio culture isn’t just about keeping employees happy—it directly affects member retention, too.
Zach shared a story about his cousin, who was hired at a studio that claimed to value innovation and collaboration. Yet, when she tried to suggest improvements, she was shut down. Not only did she leave—but so did several members, because the overall energy in the studio had declined.
Lesson?
The way you treat your employees will reflect in how they treat your clients. And that? That’s a brand reputation issue.
Hiring is Hard—But It Doesn’t Have to Be a Gamble
The best studios don’t just hire to fill roles—they hire to build a community. If you’ve ever felt like you’re stuck in an endless staffing loop, it’s time to pause and ask:
1. Are you hiring based on values and behaviors, or just credentials and availability?
2. Do you have a defined process for hiring, or are you winging it?
3. Are your team members aligned with your studio’s culture, or is there a disconnect?
If any of these questions hit home, Zach’s full webinar replay is a must-watch.
Catch the full replay of Session 3 with Zach Colman here.
Missed the first two sessions? Dive into our previous conversations on hiring, leadership, and team retention.
Because your team isn’t just a part of your business—it is your business.
