b'When team members feel3.Hire and onboard for culture,Because in the end, culture, respected, empowered, andnot just skill. brand, and member experience trusted, that emotional toneSkills can be trained. Cultureare simply reflections of your ripples outward. It shows up infit must be felt. Your bestleadership.how they serve, how they recoverambassadors are people who mistakes, how they connect withbelieve what you believe. This article originally appeared members. 4. Communicate the whyin 360 Pulse, Club Leader 360s Conversely, when your team feelsbehind every standard. monthly leadership newsletter unseen or unappreciated, thatWhen your team understandsfor private-club leaders. If you energy leaks into servicetone ofhow their actions connect to theenjoy conversations that sit at the voice, body language, eye contact.member promise, they engage withintersection of culture, leadership, You can sense it instantly as apurpose instead of compliance. and member experience, I invite member.5. Listen with intention. you to follow along with us at Remember: Culture is a conversation, not360 Pulsewhere each month we CultureBrandMembera decree. Create safe ways forexplore a new lens that helps leaders ExperienceReputation feedback to surfacethroughstrengthen their teams and elevate Retention. surveys, 360 assessments, and realthe club experience from the inside dialogue. out.Thats the chain of influence. Subscribe here to receive future And leadership sits at the top of it. WHAT ARE YOUR PEOPLE SAYINGeditions and join a community Bringing Culture and Brand intoAND DOING? of leaders shaping the future of Alignment Your people are your members andprivate-club culture.So how do club leadersyour team. intentionally shape culture andYour members are your brand.strengthen the brand?Here are a few starting points: Your team is your culture.1.Define behaviors, notBrand is what people say.buzzwords. Culture is what people do.Dont just post Integrity orOne tells your story, the other Respect on the wall. Describeproves it true.what those look like in action When your members share stories We give direct feedback insteadwith friends, or your team talks of gossiping or We respond toabout the club to their families, member complaints with empathythats your legacy being written in first. real time.2. Create rituals that reinforceAs a leader, your job isnt to control values. that story. Culture isnt built in annualYour job is to live itconsistently, meetings, its built in daily habits.visibly, and authenticallyso that Pre-shift huddles, storytellingwhat people say and what people moments, gratitude shoutouts do stay in harmony.small, consistent signals matter more than slogans.26 JANUARY/ FEBRUARY 2026VOLUME 17 | NUMBER 6'