Soapbox Readers,
If there’s one thing I’ve learned from decades in this industry, whether inventing systems to streamline locker rooms, working alongside operators throughout North America, or spending countless hours discussing retention, culture, and member experience with fitness leaders, it’s this: you can have the flashiest equipment, the newest technology, and the most beautiful facilities, but your people are where the rubber meets the road. Or, as I like to say in my world, where the water meets the drain.
That’s exactly why I’ve become such a strong believer in the incredible work being led by Eddie Tock and the entire REX Roundtables organization. What Eddie has built through REX goes far beyond networking or traditional management education. He has created a community of some of the most thoughtful, collaborative, and forward thinking leaders in the fitness industry, all centered around helping one another grow stronger businesses, stronger teams, and stronger cultures.
The upcoming REX Leadership Academy taking place July 21 through 23 ( at Windrose on Hudson in New York) is a perfect example of that vision in action. What Eddie Tock and the REX team have assembled is far more than a conference. It is an immersive leadership experience designed to help emerging leaders grow personally and professionally while building relationships that can positively impact their careers for years to come.
This isn’t simply about teaching management principles or checking boxes on leadership training. It’s about helping future leaders develop intentional thinking, emotional awareness, operational discipline, and the ability to create meaningful human connections inside their facilities. It teaches rising stars how to see the business through an entirely different lens. And that level of awareness changes everything.
The strongest organizations are rarely built solely on equipment or amenities. They are built on cultures where people feel seen, appreciated, valued, and inspired to make a difference. Eddie understands that perhaps better than anyone in our industry, and it’s one of the reasons REX continues to have such a powerful impact on so many operators and leadership teams throughout North America.
Further down in this issue, you’ll read a fantastic story about a simple hotel stay in Boston that perfectly illustrates this point. It’s a reminder that creating memorable member experiences doesn’t always require massive budgets, expensive renovations, or complicated systems. Often, it simply requires a culture where team members notice the small things, care enough to act, and understand the impact a single thoughtful moment can have on another person.
Hopefully this latest edition of The Soapbox provides a few ideas, insights, and leadership perspectives that can positively impact both your team and your membership experience.
Enjoy the latest Soapbox edition below.
“People may forget what you said, but they will never forget how you made them feel.” – Maya Angelou
– John Mickelson
At a time when the fitness industry is evolving faster than ever, one thing remains true: the strength of a club lies in the strength of its people. That’s the driving force behind the REX Leadership Academy, the one-of-a-kind program created to turn great managers into exceptional leaders.
The 2025 REX Leadership Academy brought together high-potential team members from clubs and studios across North America for a transformative, three-day experience filled with practical learning, leadership development, and personal growth. Designed specifically for rising stars in the fitness business, the Academy equips attendees with tools to take greater ownership in their roles, contribute at a higher level, and eventually lead teams or facilities of their own.
Not Just Training… Transformation
Led by veteran club owners, expert facilitators, and REX Roundtables Chairs, the Academy goes far beyond traditional training. Sessions were facilitated by an all-star cast of REX leaders, including Eddie Tock, Brent Darden, Allison Flatley, Dan Duran, Mary Laudati, Justin Tamsett, and Mark Miller, each bringing a unique lens on leadership, culture, and business strategy.
Attendees also gained insights from key industry experts:
- Mark Harrington Jr. and Lesley Carr presented on the “Ideal Team Player” framework.
- Danielle Krischik led a standout session on human-centered storytelling.
- Frank Lawrence guided participants through financial fundamentals in a clear, club-specific way, turning what’s often an intimidating topic into a practical skillset.
The core curriculum spanned a wide range of leadership essentials, including:
- Building a member-focused club culture
- Financial literacy and key business metrics
- Coaching and developing a high-performance team
- Strategic planning (“rifle shots and cannonballs”)
- Customer experience design and accountability systems
- Creating a thriving personal training department
High Praise from Industry Icons
REX’s thoughtful structure and intentional culture earned high praise from Rick Caro, Co-Founder (with Norm Cates) of IHRSA (now HFA), who called the experience:
“A great return of the old IHRSA Institute.”
He went on to commend the Academy’s blend of familiar traditions and fresh energy:
“You created an excellent team of presenters and topics. You brought back ingredients like the logo swap items and introduced powerful new ones like the fire pit intros. Very impressive.”
What truly sets the REX Leadership Academy apart is its community-based approach. Participants learn alongside peers from across the country, gaining not only new ideas but also fresh perspectives and lifelong industry relationships. There’s an energy in the room that simply cannot be replicated.
The Feedback? Overwhelmingly Positive.
Attendees raved about the experience, noting the profound sense of purpose and clarity they took home with them. Owners and GMs who sent team members are already reporting improved initiative, communication, and accountability back at their facilities.
Whether you’re preparing someone to step into a leadership role or want to invest in the long-term culture of your team, the REX Leadership Academy delivers.
Join us July 21-23, 2026 in Ossining, New York
As the Academy continues to grow, so does its impact. The 2026 REX Leadership Academy is generating massive buzz, and is nearly sold out.
If you’re ready to invest in the people who represent your culture every day—the ones who lead the floor, run the playbook, and shape the member experience—this is the program to watch.
Want to Learn More or Reserve a Spot? Register today!
The event is nearly sold out!
Email us at joe@rexroundtables.com to be the first to hear about future REX Roundtable events as dates and locations are officially announced.
Innovative Solutions for Fitness and Recreation Organizations
We spent a few days in Boston last November at The Row Hotel at Assembly Row. Beautiful property. Great location. But what made my stay memorable was not the hotel itself. It was one person.
I was sitting in the lobby working on my laptop when the MOD walked by. He was generally friendly, but as he passed, he noticed my water bottle was almost empty. He stopped and said, “It looks like you may need a little more water. I’d be happy to fill it for you.”
That small gesture had a huge impact. It was not just the act of filling my water bottle. It was the awareness. He noticed. Then he took action without being asked.
After he brought it back, he asked if there was anything else he could do for me. I joked, “Yes, turn the heat up outside.” It was November in Boston, and I am a wimpy West Coaster. He thought I meant inside the hotel. He asked how long I would be working there because he would be happy to adjust the thermostat to make me more comfortable.
I laughed and told him I was kidding, but the point was made. He was willing to go above and beyond.
Here is what matters. What he did required zero resources. Just awareness, thoughtfulness, and intentionality. He filled my bucket that day.
This is what we talked about earlier this month. Small moments. Intentional actions. The little things that sometimes make the biggest impact. You do not need a big budget to create memorable experiences. You just need people who notice and care enough to act.
We would love to hear about the small bucket-filling moments happening in your organization. Email and let us know.
Newsletter edited and produced by Megan Shellman-Rickard, Simple Synergy Consulting. Discover what our company can do for your organization: https://www.simplesynergyconsulting.com/