We are just weeks away from opening my new IMPACT-X Performance facility in San Diego, CA. And one of the most important things from the start is creating an amazing culture. We did it at Fitness Quest 10.

And we'll do it again. In today's episode of the IMPACT SHOW podcast, I'm going ALL-IN on why culture is the ultimate performance advantage—and why it will always outperform strategy, systems, or talent alone.

This isn't theory or buzzwords. This is real-time leadership straight from the trenches as we prepare to open IXP-San Diego from the ground up (literally!). I'm sharing exactly what it takes to build a world-class culture from Day One, the mistakes that leaders sometimes make that can quietly destroy an organization, and the non-negotiable standards that high-performing teams must live by every single day to build, grow, and sustain an iconic culture. If you're a leader, coach, gym owner, or business owner who wants stronger teams, deeper loyalty, and an even more long-lasting impact—this episode is for YOU.

Here are just a few things you'll learn in Episode 463:

• Why culture always beats strategy (and determines whether plans live or die).
• The biggest leadership mistakes that can silently destroy culture.
• Why you don't get the culture you want—you get the culture you lead and tolerate
• Real examples from world-class brands like Ritz-Carlton, Nordstrom, Chick-fil-A, Disney, Amazon, and more…
• How to define and live out a clear brand promise.
• The IMPACT-X Performance Culture Standards, including these 5 credos: o Be the Light – bringing energy, belief, and encouragement into every interaction o People First, Always – seeing the person before the protocol o Own the Experience – if it happens in our building, it's our responsibility o Energy Is a Skill – we don't wait for it, we choose it o Excellence Is the Baseline – good is never good enough o Leave a Legacy – every interaction is a chance to change a life
• 3-critical culture rules every leader must enforce:
• Why one wrong hire with the wrong energy can undo years of great work…and how to prevent it through our proven hiring process.
• Why it is that two organizations that have the same strategy, the same talent, and even the same resources—one can thrive and excel…while the other slowly falls apart and dies.
• How culture compounds—for better or worse. Get it RIGHT from the start!

Remember my friends, culture is not a mission statement hanging on a wall or a list of values buried on a website. It's not what you say when things are easy or when business is booming. Culture is revealed under pressure. It shows up in how your team treats each other when no one is watching, how they respond when things go wrong, and how your clients and members feel the moment they walk through the door—and the moment they leave. Culture doesn't improve just because time passes or systems change. It improves when leadership improves. You don't get the culture you hope for or wish for—you get the culture you lead, model, and tolerate every single day.

So here's the challenge. Don't wait until energy drops, turnover rises, or cracks start to show before you address culture. Start now. Take a hard look at the standards you're enforcing, the behaviors you're allowing, and the energy you're bringing into every room you walk into. Have the conversations you've been avoiding. Reinforce the standards that matter most. And remember—culture starts with you.

If this episode spoke to you, share it with your team, talk about it in your next meeting, and commit to building a culture that's intentional, aligned, and world-class. Because when you lead culture the right way, everything else—performance, loyalty, and impact—follows.

Please do me a favor and do 1 (or all 3) of the following things: 1. Please forward this episode to a friend, colleague, or family member whom it might benefit. 2. If you have a newsletter or put out emails to your Community, please consider putting a link to this episode if it would serve them also. 3. Please screenshot this episode, share it to your IG stories or on your Facebook, and tag me:

IG: @ToddDurkin FB: @ToddDurkinIXP @ImpactXSanDiego

#WorldClassCulture #CultureIsKing

To RECEIVE the latest updates, announcements, specials, and all the happenings around IMPACT-X Performance, you can opt-in at www.impactXsandiego.com.

JOBS AVAILABLE Now at IMPACT-X Performance (SAN DIEGO)!! (If you apply for any of the positions, please share in the Subject Line what role you are applying to):

• Personal Trainer/Coach Positions. While we are not opening until February 2026, we are currently accepting applications as we prepare to Build a World-Class Team of Trainers starting in January 2026. If you are trainer/S&C coach who is looking for a great opportunity to change lives in San Diego, CA, now is your opportunity to be part of our team. I will be personally leading this group of coaches who will serve in both personal training AND large-group training roles. More Details / Apply Now Here!
• Stretch Therapists. We will have our signature hands-on "IMPACT Stretch Flow" sessions complimenting our training & recovery services. If you are already certified in FST or other stretch therapy (or you're a coach who wants to learn hands-on manual stretching of our clients/members), APPLY TODAY
• Massage Therapists. Massage therapy has been part of my fitness offerings since Day 1 over 25-years ago. And it's only MORE important now. We WILL have incredible Massage Therapy available at IXP-San Diego and we are exciting to share the power of touch. APPLY TODAY
• Directors of First Impressions. We love our "Directors of First Impressions" as they play a crucial role in setting the culture and offering extreme positivity, encouragement, and support to our clients/members. If you feel you could be a great addition to our San Diego location, please apply. APPLY TODAY

Visit this page to get all the information or to APPLY today… HERE!