I’ve been asked this more times than I can count: “Should we hire based on culture fit or experience?”

And every time, my answer is… yes! (Sorry. But hear me out.)

The Reality of Today’s Market

In 2025, recruitment in the fitness industry is more competitive, more candidate-driven, and more values-focused than ever before. Studios are opening, scaling, pivoting into hybrid models, expanding franchises and…. there is lots of hiring.

On paper, the right qualifications and experience are obviously important. You may not want a fresh PT graduate running your flagship site solo. But here’s the part that often gets missed:

You can teach skills. It’s much harder to teach attitude.

What Is Culture Fit, Really?

This term gets thrown around a lot and not always in the right way. Culture fit doesn’t mean hiring someone just because they “seem like us.” That’s a shortcut, and sometimes a lazy one.

For me, culture fit is about alignment with your brand's values, energy, and purpose. It's someone who gets what you're trying to build and genuinely wants to be a part of that.

Let’s say your studio thrives on high energy, a bit of hustle, team challenges, and big personalities. Someone who prefers a quiet, solo environment with a rigid structure might have all the experience in the world, but the fit? It’s off.

It’s like trying to wear lifting gloves to a yoga class it just doesn’t match the vibe (yes, I did just say that word).

Credentials Matter Too (Obviously)

Before anyone reading this thinks I’m saying to throw out experience altogether, I’m absolutely not!

In this industry, certain roles require a baseline of skill and certification. Studio managers who’ve led teams before. Salespeople who’ve hit targets in competitive markets. Trainers with proper qualifications and experience dealing with real client needs, not just textbook ones.

I’m a huge believer in setting people up to win. That means hiring people with the tools to succeed not dropping them in the deep end and hoping the culture carries them.

But here’s the nuance: Don’t confuse experience with guaranteed impact.

Someone may have five years managing a fitness site, but that doesn't automatically mean they'll thrive in YOUR space. Especially if your brand tone is different, or your way of working is faster, leaner, more community-driven, or more creative.

The Best Hires? They’ve Got a Bit of Both

Let me give you an example.

I placed someone last year into a growing boutique chain. They didn’t tick every technical box. In fact, they were slightly under-experienced on paper.

But the minute they walked into the studio, they got it. They asked the right questions. They were excited. They could clearly see themselves growing with the brand.

The business took a chance and within six months, that person was outperforming more experienced peers and already being considered for a bigger site.

Why? Because they cared. They clicked with the culture. They wanted to be there and that matters more than any bullet point on a CV.

What About “Culture Add”?

Here’s something I’ve been thinking about a lot lately:

Rather than hiring someone who fits in, what if we looked for people who bring something extra to the team?

It’s not about sameness. It’s about alignment plus new energy, fresh ideas, a slightly different perspective. This is where the magic happens when you find someone who shares your values but also expands the culture in a good way. That’s the sweet spot.

So, What Should You Do?

Here’s my advice as an experienced fitness recruiter if you’re hiring right now:

In a market where good people have options, the businesses winning in 2025 are the ones who can spot potential and build loyalty through alignment.

If you’re a studio owner or manager right now thinking about your next hire, ask yourself: Would you rather train someone up, or try to fix someone who just doesn’t vibe with your space?

Credentials will get someone in the room but culture will keep them there!

If you would like any further info/thoughts in this area are also covered by Lawrence in his blog here