To keep it simple you run your gym like you run your house. Keep it clean and in good running order. No jerks allowed members pay on time and if they give you any crap throw them out. There's peace where there's order.
Of the billionaires I have known money just brings out the basic traits in them. If they were jerks before they had money they are simply jerks with a billion dollars.
On Monday mornings I am dedicated to the proposition that all men are created jerks.
I've learned through experience of playing different characters some of whom were jerks that when you play a character who is pretentious or obnoxious in any way it's important to knock them down a peg.
In less enlightened times the best way to impress women was to own a hot car. But women wised up and realized it was better to buy their own hot cars so they wouldn't have to ride around with jerks.
I'm very much into the costuming of any character that I portray and it's one of the great things about making movies is it's a collaborative art form so you get all these artists who are looking specifically about for this instance your character's costume and what that might tell about your character.