How to Embed Purpose Into Company Culture

Having a clear company purpose sounds great in theory, but for HR teams, the real challenge is putting that purpose to work in hiring and retention. At Pure Sweat Studios, that challenge is met head-on. Founder Candice Bruder built the company around more than just wellness services; her vision centered on emotional connection and community. What sets Pure Sweat apart is how deeply that vision shapes operations. Purpose isn’t just a statement; it’s the foundation for how the company hires, trains, and engages its team. On America Back to Work, Candace shares a look at her strategies to turn values into action across the entire employee experience.

Infusing Company Culture into Daily Operations

Candice emphasizes that culture isn’t created through slogans, but through actionable behaviors rooted in purpose. Pure Sweat Studios isn’t just a wellness destination; it’s a culture of service and intention. 

“We are a community-focused space for health, healing, and connection within,” she explained. 

That mission isn’t just posted on a wall; it shows up in how towels are folded, clients are greeted, and team members are onboarded and coached. Even something as routine as cleaning relates to the mantra: “A clean environment is a calm environment.”

Candice has codified these values into a 200-page operations playbook that anchors team behavior to mission-aligned standards, from service to scheduling.

A Hiring Philosophy Focused on “People People”

Hiring at Pure Sweat is less about specific industry experience and more about heart, energy, and alignment. 

“You won’t find many people with infrared sauna experience,” Candice noted. “So we look for people who love people.” 

One memorable interviewee told her, “I’ve never met a stranger I didn’t know”, a phrase Candice immediately recognized as a cultural match.

She listens for cues like curiosity, warmth, and servant leadership. Whether the candidate comes from food service, vet clinics, or retail, the real question is: Do they light up when helping others?

Building Teams That Stay

Retention at Pure Sweat is not accidental. The studios use structured 30-, 60-, and 90-day reviews, regular team meetings, and leadership “touch points” to keep team members engaged. But the real differentiator is how the company supports the whole person.

Candice asks every hire, “What’s your “why”? Whether they’re on a personal wellness journey or seeking growth in marketing or community outreach, employees are encouraged to integrate their passions into the business. 

“Our team members are a voice at the table,” she said, adding that this open dialogue fosters ownership and longevity.

Training has also evolved from strict instruction to collaborative coaching. Role-playing and active participation allow team members to learn culture experientially, rather than by memorization.

Diversity, Generational Dynamics, and Growth

With six open studios and nearly 20 in the pipeline, Pure Sweat’s growth is both thrilling and complex. The team spans generations, from young social-media-savvy talent to more seasoned professionals who offer emotional depth and maturity.

“I love the energy and curiosity of younger team members,” Candice said, “but older team members bring invaluable life experience and client connection.” 

Balancing both means shaping roles around strengths. One person might focus on operations, while another excels in community outreach.

Candice is also mindful of how growth can test culture. 

She’s learned to avoid desperate hires and is guided by a favorite advice: “Hire slowly, fire quickly.” 

Flexibility, energy, and alignment with the studio’s demanding pace are non-negotiables.

Coaching as Leadership

Perhaps one of Candice’s most powerful insights is the evolution from instructor to coach. 

“An instructor says, ‘Do this.’ A coach says, ‘Let’s do this together.’” 

It’s a subtle shift that’s helped Pure Sweat build a team that feels involved, respected, and invested.

Creating Purpose at Scale

As Pure Sweat Studios expands, Candice is doubling down on what made it successful in the first place: clarity of purpose, operational alignment, and deep respect for people, both clients and employees. 

Her advice for others scaling a service-based business? Be relentlessly clear about your values and embed them into everything, from interview questions to how you clean the floor.