As a former small business owner (and current contract fitness pro), here’s what I think is helpful:
1) Create and outline a corporate culture for all to see: values, overall expectations, practices, etc..so that all employees are aware of the environment they are entering and agree at the outset to be active participants.
2) Provide guidance and direction above and beyond the generic PT (or other) job description. For instance, ask employees for regular feedback and suggestions regarding programming, promotion, policy, or housekeeping decisions.
3) Schedule regular meetings and evaluations with employees, with opportunities for everyone to speak freely and constructively about their observations and experiences.
4) Offer rewards and/or compensation for top participants/performers. Everyone wants (and sometimes needs) and incentive to push a little harder (besides the inner self-satisfaction we all feel:)