Your team = your brand ambassadors

A truly exceptional Studio Manager or Front Desk Team Member can transform your client experience — becoming the living, breathing embodiment of your brand.

A so-so one?

At best, they'll maintain the status quo.

At worst, they can quietly erode the culture you've worked so hard to build.

I've learned (always hard way) that experience isn't the best predictor of success in this role. Fit and potential are far more powerful. Today, when I hire for front desk and management positions, I focus on the intangible qualities: spirit, warmth, adaptability, a genuine connection with a diverse range of people, and an eagerness to learn.

In short: attitude over aptitude.

A New Approach to Hiring and Onboarding

Nearly two years ago, I completely overhauled the way I interview, hire, and onboard administrative and management roles at my studio.

Why? Because I had a hybrid (and half-hearted) Instructor-Manager to "make do" — and it impacted everything from the client experience to the energy of the team.

Starting fresh, I created a new job description grounded in clarity and intention. I built out detailed Roles and Responsibilities documents. I posted the listing with one simple but revealing requirement: submit a short video answering specific questions.

Game. Changer.

The effort it took for candidates to complete the video spoke volumes about their initiative. And watching them answer a question about team dynamics? It told me instantly whether they'd fit into our culture.

Fast-forward through the process: we welcomed a new Studio Manager who was not just qualified — she was aligned.

I didn’t stop there. I outlined a methodical, phased onboarding plan, designed to set her up for long-term success. Early on, in our very first meetings, I emphasized one crucial concept:

She isn't just here to "manage" the studio. She is our MVP. She is our Brand Ambassador.

What It Means to Be a Brand Ambassador

At our studio, every front desk team member — from Studio Manager to weekend opener — is a concierge of our client experience. They are:

• The first face a client sees.

• The first voice they hear.

• The first impression that shapes how our studio is perceived.

It’s not just about smiling and saying hello. It’s about listening deeply. Picking up on the unspoken needs. Noticing when something feels off — and taking action.

I train our desk team to become undercover detectives:

• to listen, observe, and engage thoughtfully — not hurriedly.

• to make every client feel seen, heard, and valued.

Because a lukewarm welcome — even if followed by an outstanding session — still lingers.

Two Core Responsibilities of the Front Desk Team

1. Brand Ambassadorship

They embody everything we stand for — from the atmosphere we create to the way we interact. Every touchpoint, from the scent in the air to the tone of conversation, reinforces:

This is who we are. This is what we stand for. You are welcome here.

2. Revenue Generation Through Client Relationships

They don't just check people in. They are present-moment marketers, recommending services based on what they hear and observe — matching client needs with the perfect next step.

Done right, this role quietly but powerfully drives retention, referrals, and revenue.

Setting Them Up for Success

We invest in training our team to be well-versed in every offering: sessions, teacher training, retail items, memberships. They receive:

• Regular service and product updates

• Monthly team notes and refreshers

• Access to a digital "bulletin board" (like Slack or Trello) for sharing updates

• Clear protocols for when and how to ask me questions

They also have a simple but invaluable task at the end of every shift:

Take notes on what they hear — client feedback, facility maintenance issues, client goals (like an upcoming wedding or marathon training).

We review this intel regularly. It's our secret weapon for staying proactive, personal, and connected.

Living the Brand: Every Day, Every Detail

Being a true brand ambassador goes beyond just knowing the offerings. It means living them.

Our front desk team takes genuine pride in our space — the light, the music, the energy — harmonizing the tangible and intangible aspects of our brand.

They own the experience.

They radiate the spirit of the studio.

They make sure that every client feels the heartbeat of our brand from the moment they step inside.

Because when it all comes together — the welcome, the vibe, the connection, the care — what our clients feel is unmistakable:

This is different. This is a true community.