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.
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.
