Elaine Jobson is a dynamic CEO, board director, and culture strategist with over 30 years of experience scaling fitness and wellness brands across Australia, Africa, Asia, and Europe.  

As CEO of Jetts Fitness, she spearheaded the Management Buyout (MBO), restoring the brand to private ownership and founder-driven leadership. Under her guidance, Jetts has flourished, expanding into new markets and repositioning for sustainable, high-performance growth.  

Elaine’s passion for values-driven, high-performing cultures is at the heart of her leadership philosophy. Her book, High Performance Through Happy People, captures her insights on building thriving teams that deliver exceptional results.  

A sought-after keynote speaker, Elaine energises audiences at industry conferences, leadership summits, and corporate events, sharing expertise on leadership, culture strategy, franchising, and team performance. Known for her sharp operational and commercial acumen, Elaine is a proven leader in strategic growth, franchising, and culture transformation - making her one of the most impactful figures in the industry today.

In this episode, Dominic uncovers how the implementation of a Net Promoter Score (NPS) should be a business philosophy rather than just a survey. With Elaine providing insights on identifying detractors through customer feedback, the importance of delivering what she calls “brilliant basics”, and the significance of empowering her club managers and staff to enhance customer service to create a positive culture.

Elaine also shares the rapid growth and expansion of the Jetts Fitness brand, their franchise model, commitment to good profit, the evolving perception of fitness as a means for mental health, and looks ahead at opportunities in the global fitness market, particularly in emerging territories like India.

Discover

How Leadership Drives Growth: Strong leadership is essential for managing growth, stabilising operations, and adapting to changing business environments.

How to Build a Positive Culture: A happy, engaged workforce leads to higher performance and better organisational outcomes. Culture is a key driver of long-term success.

How Metrics Can Improve Performance: Tools like customer satisfaction scores provide valuable insights and help businesses refine their services to meet customer needs, fostering loyalty.

Opportunities in Emerging Markets: Expanding into new markets with growth potential requires strategic planning, market understanding, and partnerships to capitalise effectively.

How Scalable Business Models are Key: Structuring businesses to scale - for instance, through franchising or other replicable models - enables sustainable growth and adaptability across regions.

Book recommendations:

Elaine’s book High Performance Through Happy People is out now

Dominic’s book Mind Your F**king Business is out now