From Group to Squad: How to Build a Culture Where Teams Actually Work Together
In sport, a squad is more than just a collection of individuals wearing the same kit. It's a unit that trains, plans, plays, and sometimes loses together. Everyone knows their role. There’s trust, communication, and shared goals. Even when personalities clash, the commitment to the team comes first.
So why, in the workplace, do so many teams feel more like a group of strangers working in parallel?
You can feel it when team culture is off.
People keep their heads down
Communication is filtered or absent
There’s an undercurrent of blame or apathy
Wins are celebrated solo, and losses… well, those are left to the manager
The good news? That culture can change. And it starts with leadership at the team level.
What Does a “Squad” Culture Look Like at Work?
When teams function like a squad, here’s what you notice:
Feedback flows in all directions – up, down and across, without fear
Ideas are challenged, not people – there’s safety in speaking up
Purpose is shared – everyone knows what the team is trying to achieve
Conversations are honest and constructive – not avoided or sugar-coated
Wins are shared, not hoarded – and losses are used to learn, not blame
This kind of culture doesn’t happen by accident. It’s modelled, nurtured and supported—especially by team leaders.
How to Build a Squad Culture (Without a Whistle and Clipboard)
Whether you're a team leader, HR manager, or senior leader, here are five ways to start shifting team dynamics:
Set the tone with trust - Trust isn’t a one-off exercise - it’s built over time, through consistency, fairness, and honesty. Be open about mistakes and transparent with decisions.
Make space for real conversations - Go beyond task updates. Ask how people are doing, what’s blocking progress, and how they feel about team dynamics. Create space where concerns aren’t punished.
Define and revisit team purpose - A clear ‘why’ helps align everyone’s efforts. Revisit it regularly, not just during strategy meetings.
Celebrate behaviours, not just results - Squad culture is reinforced when you highlight the how, not just the what. Praise collaboration, initiative, and resilience.
Invest in leadership skills at every level - Don’t assume leadership comes naturally. Offer real development, especially for those in the middle, managing day-to-day pressures and people.
Why Team Leaders Are the Culture Shapers
Team leaders often sit in that tough middle space between strategy and delivery. They’re juggling pressures from above with the realities on the ground. But they’re also the biggest influencers of team culture.
If a team leader demonstrates trust, listens well, gives clear direction, and builds people up? The ripple effect is powerful.
That’s why we believe in investing in your team leaders first. Because when they’re equipped to lead well, everything changes - from morale… to performance… to retention.
Get 35% Off Our Core Team Leadership Programme
To celebrate 35 years of Keyturn, we’re offering 35% off our Leadership Skills for Team Leaders programme until 31st August 2025. This course helps team leaders develop practical, human-centred leadership skills, so they can lead with clarity, empathy and impact. Click below to find our more and book: