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About Good Soul Hunting

We handpick
good souls for
purpose-driven brands.

Every search starts with understanding what makes your brand tick. From there, we explore our wellness network to find leaders who bring the right experience, energy and belief in what you're building. Our unique engaged partnership model reflects a shared commitment from the start: help first, hunt second.

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Why We Built This

Wellness shaped our careers. Its people shaped our purpose.

Good Soul Hunting started with a simple idea: wellness and fitness deserved a search partner that really understood the industry, and cared deeply about the people in it. We'd spent decades building teams, running operations, and seeing what makes people thrive in this space. We knew the difference between someone who understands a growing wellness brand from the inside and someone who simply looks right on paper.

But we wanted to do more than make great hires. We wanted to be good souls along the way. That means honest conversations, thoughtful support, and candidate experiences that feel genuinely delightful, even when the answer is no.

So we built the kind of search firm we'd want in our own corner. We ask the right questions, and listen carefully to the answers. We stay close to our clients and candidates throughout the journey, celebrating the wins and showing up when things get difficult. When something doesn't go to plan, we take accountability, have the honest conversation, and help find the best way forward. Just help first, hunt second, every step of the way.

"Good Soul Hunting has helped us build the company from the early days and is an amazing resource as we scale up. Not only finding the right talent but also really understanding our hiring needs and what we need to do to attract the best people in the market."
Guy Benjamin, Co-Founder and Co-CEO
The GSH Difference

We're invested in getting it right, too.

Wellness and fitness is a close-knit industry, where relationships matter and deep understanding of the sector makes all the difference. Our fee structure reflects a shared commitment from the start, allowing us to move with purpose while getting to the heart of the role. Because we're not here to find someone who looks right on paper. We're here to find the good soul who will impact your growth and help you achieve your vision.

The depth of retained search. With more room to move.
Contingency
  • No fee until placement
  • Volume-driven submittals
  • Misaligned incentives
  • Limited commitment
GSH Engaged
  • Engagement fee paid upfront
  • Prioritized partnership
  • Tailored and agile process
  • Founder-led throughout
Retained
  • Commitment to staged full fee
  • Fit into structured process
  • Less flexibility for boutique brands
  • Multiple points of contact
Why It Works

What makes a Good Soul search different.

01

Industry instinct. People expertise.

Between us, we bring over 45 years within the wellness and fitness industry, plus in-house HR and agency recruitment experience. That means we see more than just a vacancy. We understand what the business needs, what the hiring team is navigating and how to entice the best talent to join us in doing good in the world.

02

Every candidate meets your brand through us.

In a world of AI, automated outreach and crowded job markets, a thoughtful human experience stands out. Every candidate we engage on your behalf speaks directly with us. We set clear expectations, prepare them for interviews, keep them updated, share honest feedback and always close the loop. Because candidate experiences should feel as meaningful as the experiences you create for your members, even when the answer is no.

03

Your search stays with us.

You work directly with Lucy or Matt throughout the entire search. We lead the brief, speak with the candidates and stay close through the hire and beyond. Your search is never handed off once our partnership begins, so the people who understand it best remain accountable for getting it right.

"Most importantly, they truly understood our business, the industry, and the nuances of the profile we were looking for."
Kelly Lohr, Former CMO, Orangetheory Fitness
The Founders

Founder-led from start to finish.

No account managers or hand-offs. You'll always work with a founder on your search. Lucy leads our Executive Search practice, while Matt leads Good Soul Studio and our partnerships with investors. We'll be in your corner from the first conversation to well beyond your new team member's first day, staying close, taking ownership and navigating every part of the journey with you.

Lucy Adey
Managing Partner · Executive Search

Lucy Adey

Managing Partner, Executive Search
Handles all executive search engagements

Before Lucy built Good Soul Hunting, she was the client. She spent more than 15 years leading people and culture inside wellness and fitness brands. At Les Mills, she partnered with global leadership to build high-performing teams from New Zealand to the UK, and from Dubai to Stockholm. She helped bring disparate US subsidiaries back under one roof, turning separate teams and cultures into one connected national brand, led the team's move from Baltimore to Chicago, and hired talent at every level, from the frontline to the C-suite.

That experience is why a search with Lucy feels different. She understands the ripple effect of every hire, on the culture, the team and the future of the business. Clients work with her directly throughout, and she only introduces people she genuinely believes can make a meaningful impact.

"As a hiring manager, I was dependent on Lucy's leadership and support to help me build a high-performing team. She sees each candidate's individual success in position as a reflection of her, and is deeply committed to helping business partners build the best team possible."
Trever Ackerman, Health, Wellness and Fitness CEO
Talk to Lucy
Matt Adey
Managing Partner · Good Soul Studio & Investors

Matt Adey

Managing Partner, Good Soul Studio
Handles all Good Soul Studio searches and investor partnerships

Matt has spent more than 30 years seeing the fitness industry from every angle. He started as an instructor and built his career from the studio floor to regional operations, before moving into national sales leadership as VP of Customer Experience for Les Mills US and UK.

He also knows what it takes to build at the studio level, having worked with Orangetheory Fitness at the franchisee level. That hands-on experience means he understands the difference a brilliant Studio Manager or GM can make, to the team, the member experience and the performance of the business. That operator's perspective is what he brings to every conversation today, whether that's with a candidate, an investor, or a portfolio company weighing its next leadership move.

"Good Soul Hunting has not only helped us fill critical roles, but also build our HQ team in Miami with the right talent for Barry's. Lucy and Matt are great partners and are precise at sourcing a balance of skill and cultural fit, which is so important to our organization."
Evie Fernandez, Chief People Officer, Barry's
Talk to Matt
Our Process

Four steps. One committed search partner. From brief to onboarding.

01
We get to the heart of the role.
45–60
Minute kickoff call to ensure we're aligned

A great search starts with clarity. We challenge the brief, the team structure, the compensation plan, the success measures and any existing candidates before the hunt begins. We don't start searching until we're aligned on the good soul your business really needs.

What happensA 45-60-minute search kickoff call with the hiring manager and key stakeholders
What we challengeRole brief, compensation, team structure and success criteria
What you receiveA clear, agreed search brief
02
We hunt within wellness, and know when to look beyond it.
10
Days to your first qualified candidates

We actively headhunt established and emerging leaders across wellness and fitness, while drawing on relationships we've cultivated for years with industry leaders who aren't actively looking. And when the brief calls for fresh thinking, we search outside the sector and inspire people with transferable experience to bring their talent into wellness.

Active headhuntingTargeted outreach to leaders across wellness and fitness
Cultivated relationshipsLong-term relationships cultivated for years, not found on job boards
Beyond wellnessTransferable talent inspired to bring their experience into the industry
03
We get to know the good soul behind the resume.
75%
Of submitted candidates are selected for client interview

Every candidate completes two structured video interviews with us before we share them with you. We explore their experience, working style, compensation expectations, motivations and long-term goals against the agreed search brief. That care is reflected in our results: 75% of the candidates we present are invited to interview.

GSH interviewsTwo structured assessments against the agreed search brief
What you receiveA focused shortlist with our written insight into each candidate
04
We care about what happens next.
90%
Of our placements are still in role at 12 months, and counting

Finding your good soul is only the beginning. We stay close through onboarding and the milestones that follow, checking in to understand how the partnership is settling in. When things are going well, we celebrate with you. If something feels off, we listen, take accountability and help work through what comes next. Our continued care is reflected in our retention: over 90% of our placements are still in role at 12 months, and counting.

Onboarding carePersonal check-ins with both client and candidate before day one and through the first few weeks
Open conversationsEarly support if something needs attention
Long-term retentionOver 90% of our placements remain in role beyond 12 months
90%12-month retention rate, leadership placements
75%Submission to interview rate
200%Of salary, cost of a mis-hire
Wellness and fitness brands we've partnered with
Barry's · Brightside · [solidcore] · Les Mills · Orangetheory · JETSET Pilates
What Our Clients Say

We're judged by who we place, the impact they make, and the depth of our partnership.

"
The GSH team took the time to truly understand our brand, our standards, and what makes someone a good fit at JETSET. Their process was thoughtful, collaborative, and relentlessly committed to getting it right. We couldn't be happier with the outcome.
Bertus Albertse, CEO, JETSET Pilates
"
Lucy became an extension of our team. She has an uncanny ability to understand a brand, the culture, and the priorities of her clients and then keep those at the forefront of her recruiter efforts. I look forward to working with them for years to come.
Luke Carlson, CEO, Discover Strength
"
Working with Lucy at Good Soul Hunting has been a great experience. Lucy listened and had a clear sense of what was needed both on paper and in personality. She moved quickly, communicated throughout the process and delivered strong candidates.
Miranda Cameron, President, The Asprey Group
Work with us

Book 30 minutes. Whatever you're searching for, start here.

Whether you're looking for your next leader or your next opportunity, there's no pitch and no pressure. Just an open, honest conversation. Help first, as always.