CJ Lee’s blueprint for 200% growth without adding a single branch
Fresh from being featured on Hapana’s industry blog, MOVE Private Fitness co‑founder CJ Lee shared insights on building a breakthrough team culture — one that powered 200% revenue growth without opening a single new location.
This isn’t another fitness founder feel‑good story about “working hard” or “following passion.” CJ calls out an industry blind spot:
“Staff stay not just because you pay them more, but because they belong, they’re valued, and they own real outcomes.”
When your team feels trusted to innovate, experiment, and create solutions, the results can be transformative — not incremental.
In a recent e-book published on Hapana titled The Future of Fitness Franchising According to 7 Industry Leaders, CJ expands further on his philosophy around personalized retention approaches and the strategic use of personality assessments.
“Fitness studio owners have always assumed that the success or failure of staff recruitment and retention comes down to the dollar amount they could afford to pay out. This is not entirely true.
The workforce these days are also seeking for a workplace where they feel belonged, appreciated, recognised, and able to realize their fullest potential.
For CJ, retention is the sum of how well you can meet a combination of individual needs. He rejects blanket solutions, instead choosing to work to the strengths of diverse personalities: “There isn’t a one-size-fits-all approach… Some require a lot more nurturing, some love to be thrown into the deep end to figure things out, while some thrive only when a well-thought-out plan and instruction is given.”
Personality tests become his compass — not to confine or define, but to create rails for growth: “It’s important to take the time to understand your staff better… Tests have helped us point our staff towards domains where they played to their strengths and thrived in their element.”
Yet, his coup de grâce lies in the tension: “Test results should also be used to make aware of how they could stretch to further reach their potential.” Potential, he insists, begins at the edge of comfort.”
The MOVE Playbook: 4 Cultural Non‑Negotiables
- Recruitment Designed to Filter for Fit
Easy in, easy out isn’t the MOVE way. Every hire is measured against MOVE’s 5H values—Hungry, Humble, Honest, Happy, Heart—because skills can be taught, but values can’t.
- Autonomy is Earned, Not Given
New trainers don’t get a blank slate from day one. Oversight early on ensures standards are aligned. Only after proving they can uphold (and elevate) the standard do trainers earn true independence.
- Culture is Built from Day One
“Culture building isn’t something you tack on later,” CJ reminds us. “It’s groundwork from day one — before the doors even open.”
Culture isn’t an HR initiative or a quarterly project. It’s baked into recruitment, onboarding, daily interactions, and leadership decisions.
- Purpose Over Perks
Younger trainers aren’t just chasing “freedom” or flexible schedules. They’re looking for challenge, purpose, and an environment where they can create genuine change.
The Results: Growth Without Expansion
By doubling down on culture, connectivity, and care, MOVE is on track for USD $3 million in revenue — without adding locations.
This proves a high‑touch, value‑driven model can outpace traditional “bigger is better” growth strategies.
Final Thoughts
MOVE’s model thrives because it isn’t for everyone. It’s for those who want high challenge, high care, and high ownership — and the clients who value that difference.
Originally featured on Hapana.
Repurposed for the MOVE Private Fitness blog.
