Interview: Elaine Jobson, CEO of Jetts Fitness
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We are thrilled to chat with Elaine Jobson, the CEO and Managing Director of Jetts Fitness. With over 30 years in the health and fitness industry, Elaine has an impressive track record of working with some of the sector’s most renowned entrepreneurs - including Mike Balfour OBE, the founder of Fitness First, and Richard Branson’s Virgin Active.
Elaine has held crucial roles across various continents, from managing director at Fitness First for Women in the UK to chief operating officer at Virgin Active in South Africa, where she led the company to be recognized as Deloitte’s Best Company to Work For.
Since 2013, Elaine has been a driving force at Jetts Fitness, initially as chief operating officer and general manager, and now as CEO. Under her leadership, Jetts has seen amazing growth and success. Elaine’s passion for people and culture has been a cornerstone of her approach, and she is a celebrated keynote speaker and blogger on these topics.
Join us as Elaine shares her thoughts on leadership, innovation, and the future of the fitness industry - plus, her journey to write her brand new book!
Tell us about your new book! What inspired you to write it?
Back in 2016, I was invited by the Institute of Managers and Leaders to write a chapter on leading people for their leadership book, Leadership Matters. Following that, the publisher encouraged me to write my own book, and that's how this opportunity arose. The book I've written is the one I searched for when I needed to change the culture in an organization many years ago. Since I couldn't find the right book back then, I had to figure it out on my own. Now, I'm sharing that knowledge so others can benefit from it.
How did your experience with Virgin Active influence your approach to building the Jetts Fitness brand?
Brendon Levenson, who founded Jetts, was inspired by the Virgin brand, which is why Jetts is also red. Jetts shares many attributes and values with Virgin, providing a strong foundation to build upon. We've embraced this connection, allowing the brand to be fun, youthful, and occasionally cheeky, without taking ourselves too seriously. This is a spirit I experienced at Virgin and brought with me to Jetts.
What strategies have been pivotal for you in achieving the amazing international growth that we’re now seeing with Jetts Fitness?
We ventured into international markets quite early, though initially, we lacked the necessary knowledge and expertise. Over time, we've learned a great deal about international growth and now have solid plans in place. The most crucial lesson was understanding the importance of maintaining core brand values and attributes while being flexible and adaptable to the needs of each market. This approach ensures consistency in what defines us while allowing for local market adaptations.
Maintaining core brand values while being adaptable to the needs of each market... ensures consistency while allowing for local market adaptations.
Under your leadership, Virgin Active SA became a Deloitte Best Company to Work For. Would you share any wisdom for others who want to do the same?
In short, buy the book—it outlines our strategy! But seriously, when it comes to entering awards like GPTW, I recommend just entering. Start where you are; even if you don't get placed, you'll receive valuable feedback and criteria on how to improve.
What strategies have you found most effective in transforming company culture?
Ensure that whatever strategies you implement are designed for the long term. Many leaders know what they should do to improve their culture, but if these strategies don't become ingrained in the organization's everyday practices, they end up withering away. Leaders today face pressure for short-term results, but building relationships and trust takes time. Focus on long-term cultural improvements rather than short-term gains.
What emerging trends in the fitness industry do you find most exciting, and how is Jetts Fitness positioning itself to capitalize on these trends?
We're in very exciting times post-COVID, with a renewed passion for fitness and wellness. The increased focus on healthy aging, longevity, and recovery is helping us move beyond the aesthetic aspect of fitness. Like many others, Jetts is exploring our role in these areas, starting with recovery on the gym floor. This is just the first of many steps we plan to take.
What advice would you give to boutique fitness businesses looking to scale their operations?
Years ago, I owned a couple of Curves clubs, one of the first boutique fitness concepts. Gary Heavin, the founder of Curves, once told me it took ten years to build the first studio and another ten to open ten thousand. His point was that you must perfect the small details to create a scalable business model. If you don't address operational kinks early on, they will become unmanageable as you scale. My advice is to focus on refining your business model before expanding.
If you don't address operational kinks early on, they will become unmanageable as you scale.
You’re an advocate for the importance of culture in business. Can you share some personal philosophies or principles that guide your leadership style?
I see myself as a collaborative leader. I'm good at identifying people who are better than me and enabling them to excel while removing obstacles from their path. Culture is shaped by many factors, but leaders have the most influence. I uphold our values and expectations for how our brand behaves and lead by example. As they say, nothing undermines culture more than a leader whose actions don't align with their stated expectations.
Culture is shaped by many factors, but leaders have the most influence.
Where can we order your new book?
It’s available on Amazon and in all good bookstores.
Thanks Elaine!
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