In this episode of Heart of The Brand, host Roman Kirsch interviews Oana Breen, Director of People Operations and Culture at Interactive Strength. Interactive Strength scaled from 15 to 100 employees in four years while navigating the unique challenge of building culture across two distinct workforces: corporate teams and customer-facing personal trainers. Oana's approach centers on a counterintuitive insight: culture must evolve with every new hire, not remain static. With a master's degree in organizational culture and leadership, she brings a rare academic foundation to startup people operations, focusing on intentional culture evolution rather than rigid culture preservation. Her framework uses customer feedback as a direct input for talent decisions, creating a measurable connection between hiring choices and business outcomes that most people leaders overlook.