In this conversation, Amber Martinez shares her extensive journey in the fitness industry, emphasizing the critical role of people in business success. She discusses her evolution from a front desk employee to a leader in various capacities, highlighting the importance of culture, operations, and sales integration. Amber provides insights on scaling culture, measuring the impact of people and culture, and establishing standards for accountability. She also addresses the challenges of navigating personality assessments in hiring and the necessity of selling the importance of culture to business leaders. Finally, Amber discusses the implications of AI on company culture and the importance of networking and collaboration in the industry.

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