Purpose, Conviction, and Community – Career Lessons from Kevin Yates
For Kevin Yates, CEO of Lift Brands EMEA, a career isn’t about titles or ticking boxes—it’s about building something that reflects your values. His journey from group exercise instructor to leading international fitness brands is a story of passion, resilience, and vision.
On the Love Your Career Podcast, hosted by Lawrence Everest, Kevin shared candid insights into his career progression, the lessons he's learned along the way, and advice for those seeking purpose and longevity in their work. Whether you’re a fitness professional just starting out or a leader looking to scale impact, Kevin’s perspective offers clarity and inspiration.
1. Build a Career Around Your Purpose
From the beginning, Kevin’s motivation has been rooted in the human side of fitness. His early days teaching group exercise made him realise that people come to fitness for more than just physical transformation—they come for belonging.
That ethos became the heartbeat of TRIB3, the brand Kevin previously founded: a business built on community, emotional connection, and powerful experiences.
“I’ve always believed that your work should be an extension of who you are. TRIB3 wasn’t just a concept—it was a reflection of what I stood for.”
For job seekers and entrepreneurs alike, Kevin’s message is simple: Know your purpose, and make sure your career aligns with it.
2. Conviction Is Your Greatest Asset
One of Kevin’s defining characteristics is conviction—an unshakeable belief in the vision he’s building. Whether launching clubs in new markets or navigating the complexities of franchising, he’s leaned into that belief time and time again.
“If you’re building something new, not everyone will get it. You need to hold the vision so clearly that it carries others with you.”
But he’s quick to point out that conviction must be matched with humility. Listening, learning, and evolving are all part of the process.
For professionals looking to grow, Kevin’s advice is to develop both the confidence to back yourself and the awareness to keep refining your approach.
3. Lead With Emotional Intelligence
Leadership, in Kevin’s view, isn’t about being the loudest voice in the room. It’s about understanding people, fostering connection, and building teams that believe in the mission.
That’s a principle he now brings to Lift Brands EMEA, helping teams across the region thrive while expanding the presence of brands like Snap Fitness and 9Round.
“We talk a lot about emotional loyalty. You get that by showing people they matter—not just as employees, but as humans.”
For job seekers, Kevin’s emphasis on emotional intelligence is a reminder to look for companies where people, not just performance, are at the centre.
4. Resilience Is Built in the Toughest Moments
Kevin has faced no shortage of challenges. Like many in the fitness industry, his previous ventures were significantly impacted by the pandemic. But rather than retreat, he used the time to rebuild foundations, restructure leadership, and prepare for the future.
“You learn more when it’s hard. Those are the moments that sharpen your thinking, test your belief, and refine your strategy.”
For professionals at any stage, Kevin’s experience is a powerful reminder that setbacks don’t define you—how you respond does.
5. Curate Culture with Intention
As a leader scaling multiple brands across territories, Kevin understands that maintaining culture across locations is one of the biggest challenges. That’s why he insists on being intentional about how teams are hired, trained, and led.
“It’s not enough to have values written on a wall. Culture lives in how people behave when no one’s watching.”
He believes that the success of a brand or a business often hinges on its ability to create a consistent, values-driven culture, especially when expanding.
For job seekers, this highlights the importance of choosing employers whose actions match their words—where culture isn’t just a buzzword, but a lived experience.
Final Thought: Back Your Vision and Build It With People
Kevin Yates’ journey is a masterclass in how to build a career that’s both personally fulfilling and commercially successful. It starts with clarity of purpose, is fuelled by conviction, and succeeds through empathy and resilience.
Whether you’re leading a business, managing a team, or finding your feet in the industry, Kevin’s advice resonates: know who you are, back your ideas, and build something that brings others with you.
Want More Career Insights? Listen to the Full Episode!
This episode of the Love Your Career Podcast is packed with powerful insights and practical wisdom from Kevin Yates.
Tune in to hear his full story and learn how to shape a purpose-led career in fitness.
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