How to Manage Snowflake Employees in the Fitness Industry: Part 1
Yuliia Kuzmenko
?? PRO Fitness & Sport Club Manager ?? 20 Years in Fitness Management ?? Specialist in Fitness Club Startups & Operational Excellence ?? Fitness Industry Researcher
One of the most frequent complaints from fitness managers today:
Sound familiar? If you manage trainers in a fitness club, you've likely encountered similar situations.
? A trainer notifies you a day before leaving that they are going on vacation.
? Cancels training sessions because they’re having a "digital detox day."
? Quits suddenly because they "don’t feel motivated."
Working with “snowflakes” – employees who take criticism personally, avoid responsibility, and are not ready for long-term commitments – has become one of the biggest challenges for fitness managers.
Generational Changes = Management Changes
Over 20 years in the fitness industry, I have observed the evolution of generations and how employees behave in different roles – from interns to managers.
As generations changed, so did my management model. The way I led in 2015 and the way I lead in 2025 are drastically different.
What worked 10 years ago is no longer effective today.
To successfully manage a fitness club in 2025, it’s not enough to simply demand job performance. You need to understand what shapes your employees' mindset.
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Where Do Snowflakes Come From?
It’s not just about the generation. It’s the result of global changes that have shaped a new attitude toward work and life.
?? Upbringing: Overprotection, lack of experience overcoming difficulties.
?? Instant gratification culture: Social media and video games have trained people to expect quick rewards.
?? FOMO (Fear of Missing Out): Constant comparison with others' successes.
?? Hyperfocus on mental health: Every challenge is now seen as trauma.
?? Lack of real work experience: Many have never faced real responsibility.
All of this has led to employees who:
? Want freedom but aren’t ready for responsibility. ? Expect quick results but don’t know how to work toward long-term goals. ? Need constant approval and support.
What Does This Mean for Fitness Clubs?
Fitness managers deal not just with clients but also with staff. And snowflakes struggle to adapt to industry realities:
??? Clients need stability – if a trainer constantly cancels sessions, they’ll leave. ? Results take time – but some trainers want instant success. ?? A schedule is a commitment – not just a set of recommendations.
Stay tuned for Part 2, where I’ll share practical strategies to manage snowflake employees effectively!
Digital Marketing Specialist
1 周Yuliia, this is such a sharp take on a growing challenge in the fitness industry. The shift in mindset among trainers is real, and it’s changing the way clubs have to operate. Curious—how do you differentiate between a trainer who genuinely needs a mental reset and one who is just unreliable? In an industry that thrives on energy and motivation, where do you draw the line between supporting employees and holding them accountable?
QA-Fitnessmanagement, Dozentin, Development Partnerin Dein Erfolg ist meine Motivation
1 周Perfect discription, speaks to my soul, thank you for addressing this topic! I’m looking forward to Part 2.