I recently went one on one with Sean Turner, CEO of Les Mills US.

Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. ​How did you get here?

Sean: I have been fortunate enough to have had a very diverse and interesting career that always challenged me and allowed me to continuously improve and develop personally and professionally.

I started out as a personal trainer, and then moved on to club and regional operations management - which eventually progressed to National and International Director of Sales and Marketing.  I was quick to recognize the potential of the emerging digital landscape and the importance of advancing online sales and marketing strategies. I was offered the newly created role of Chief Digital Officer in 2012 with the Holmes Place Group in Europe, and later took on the role of Chief Marketing Officer. At the time, the company was looking to evolve, innovate, and accelerate their business digitally. My focus at that point was on refreshing the business and developing new innovative fitness brands to stay a step ahead of competitors that were rapidly emerging and disrupting the industry.

I enjoyed the challenge of being successful in Europe, but had always wanted to succeed in the US, since it is has historically led in industry innovation. When I was approached with the opportunity to take on the role of CEO for Les Mills US, I couldn’t refuse. I already knew the team quite well, connected with the company’s purpose and values, and was ready to grow and expand the business in the biggest fitness market in the world.

Adam: What experiences, failures, setbacks, or challenges have been most instrumental to your growth?

Sean: Working in multiple countries has definitely shaped my growth. It challenges you to be more understanding of foreign cultures and highlights the value of diversity and differing perspectives. From the Middle East to Eastern and Western Europe and now the US, when you’re the odd one out, the foreigner – developing empathy, effective communications, and new ways of thinking are crucial.

A desire to continuously learn and develop is another key element to my growth. I have been fortunate to have learned a tremendous amount from the leaders and mentors I have worked with over the years. This has challenged me to remain humble, stay curious, and continuously challenge what’s really possible. Navigating the emergence of the connected consumer, the impact of the 2008 financial crisis, and most recently COVID have contributed greatly to my continued development as a leader. I firmly believe crisis creates opportunity and this has helped accelerate my growth. As Winston Churchill said - “Never waste a good crisis.”

Adam: In your experience, what are the key steps to growing and scaling your business?

Sean:

1. An in-depth understanding of your customer coupled with continuously evolving to meet their shifting needs 

2. Ensuring you have the Digital Capability to scale, become more efficient, take advantage of data and AI and deliver at the highest level for your customer

3. Although technology is key, do not underestimate the power of the human factor. Invest in your people and company culture. Ultimately, an inspired and highly motivated team within a healthy organization is critical to long term success

4. Identify your biggest opportunities and what challenges you must address to effectively reach them

5. Prioritize your focus and execute by homing in on what you do best, and do it really well

Adam: What do you believe are the defining qualities of an effective leader?

Sean: What defines an effective leader has shifted overtime, moving away from the traditional ‘command and control’ leadership style of the past - to today’s modern, more compassionate approach. Human skills, often referred to as ‘soft skills,’ are now key to developing successful high - performance teams. Employees and customers alike are now looking for empathy and authenticity to establish a deeper connection and loyalty to the company and the brand.

Adam: How can leaders and aspiring leaders take their leadership skills to the next level?

Sean: Stay curious, be a lifelong learner, have mentors, and really go for it. Sometimes you’ll fail but learning from failure is a part of growth and success. 

Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?

Sean:

1. Align your passion with purpose

2. Quoting Peter Drucker “Culture eats strategy for breakfast” - so ensure you focus on creating a culture that will attract and retain top performers 

3. Continuously challenge ‘what’s really possible,’ and make sure you have fun!

Adam: What is your best advice on building, leading and managing teams?

Sean: Team members must be strongly aligned with your purpose, values, and vision as a starting point. It’s also important to ensure you take the time and energy to develop a strong organizational culture - that will lay the foundation for success. 

Adam: What are your best tips on the topics of sales, marketing and branding?

Sean: Really know and understand your customer and what they value and be aware of how consumer trends shift and evolve. Ensure you are catering to your customers’ needs rather than your own. A great example of this in our Industry was the shift to on-demand fitness programming during COVID. Prior to the pandemic, very few health club operators offered virtual fitness programs to their members, although statistics and trends clearly signaled this was what customers wanted. 

In addition, have a compelling brand identity that connects with your target audience and differentiates you from the crowd.

Adam: What is the single best piece of advice you have ever received?

Sean: I hate to say it but it’s “Be the best version of yourself…”

This was said in so many personal growth books at one point that it almost became a cliché. However, that statement began to resonate with me once I realized the profound impact real self-discovery can have on just about everything you do. Taking a long hard look at yourself, recognizing your strengths, identifying opportunities for growth, and committing to always improving yourself will take you a long way.


Adam Mendler is the CEO of The Veloz Group, where he co-founded and oversees ventures across a wide variety of industries. Adam is also the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one on one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal winning athletes, political and military leaders - for intimate half-hour conversations each week. Adam has written extensively on leadership, management, entrepreneurship, marketing and sales, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities and non-profit organizations.

Follow Adam on Instagram and Twitter at @adammendler and listen and subscribe to Thirty Minute Mentors on your favorite podcasting app.