SHOW NOTES

Empowering retail teams with purpose takes more than good intentions.

Store employees that feel like they’re part of something bigger show up different. Their energy, their drive… But how do you create that kind of commitment?

Chris Freeman, SVP Store Operations at Michaels, says brand values must come with “batteries included.” Not just stated, but actively demonstrated.

For Chris, that means approaching opportunities and obstacles from a servant leader mindset.

With over 30 years in retail, from asset protection to custom framing manufacturing, Chris has a knack for solving complex operational challenges while fostering a culture where all team members can be connected to the company’s purpose.

At Michaels, he spearheaded “Makers Like Me,” an initiative supporting team members with special abilities, and he advocates for workforce models that offer store employees meaningful career paths.

In this episode of FRONTLINE FRIDAYS, Chris joins Ron Thurston to share lessons from his unique, purpose-driven path.

They dig into:

• Practical ways to pass on servant leadership principles to your frontline teams
• Strategies to ensure your team not only hears but lives your brand’s core values
• How to help your staff find real purpose in their work, boosting engagement and reducing turnover
• Insights on shifting workforce models to open up career paths and strengthen team commitment

Need some major inspo for building store teams that don’t just clock in — but really show up? This one’s for you.

Want more from Chris’ personal playbook? Check out How Michaels Sets the Standard for Peak Season Success.

GUEST BIO

Chris Freeman, SVP Store Ops, Custom Framing & Artistree Manufacturing, Michaels

Chris Freeman is a dynamic retail executive with over 30 years of experience driving growth and innovation in the industry. He has held a wide variety of different leadership roles across various segments of retail, including Asset Protection, Loss Prevention, Safety, Food Safety, Store Operations, Custom Framing Manufacturing, and Wholesale Business to Business sales. With a passion for customer experience and a knack for building high-performing teams, Chris has consistently delivered results while fostering a culture of collaboration and excellence.

Beyond the boardroom, Chris is a devoted father who values family time and strives to instill strong work ethics and values in his 3 children. He also manages a thriving cattle ranch, where he embraces the challenges and rewards of agricultural life, instilling a love for nature and hard work in his family.

Balancing a successful career in retail with ranching and family life, Chris exemplifies the qualities of a true leader — vision, resilience, and a commitment to nurturing future generations of amazing leaders.

HOST BIO

Ron Thurston is the host of FRONTLINE FRIDAYS. 

Ron Thurston is the co-founder of OSSY, a full-service agency platform that connects retailers, candidates, and solution providers to create thriving retail careers and businesses.

With 30+ years leading retail stores and operations for America’s most prominent brands, like Gap, Saint Laurent, Apple, Bonobos, and INTERMIX, Ron has developed a deep expertise in retail strategy, management, and innovation.

Ron is the author of RETAIL PRIDE, an Amazon bestseller that inspires retail professionals to take pride in their accidental careers. He hosts the RETAIL IN AMERICA podcast and tour, sharing the untold retail success stories and the incredible people behind them.

Ron’s work has set him up as one of the most influential voices in retail and retail tech, and he serves on the Advisory Board of YOOBIC and several emerging retail technology platforms, including Ometria, Reflex, and Vendoor.

ABOUT FRONTLINE FRIDAYS

FRONTLINE FRIDAYS WITH RON THURSTON is a live podcast for frontline leaders and advocates in retail and hospitality.

Ron Thurston has a question for leaders out there who are inspiring excellence in their frontline teams: “What do you do differently?” In this candid discussion series, he’ll sit down with them to find out. Each episode of FRONTLINE FRIDAYS offers real-world strategy from retail and hospitality change makers on frontline leadership and personal career growth.