You Must Understand Your ‘Why’

In The Business of Coaching, You Must Understand Your ‘Why’

If you own, operate or coach at a gym business, you more than likely have a mission statement and or vision statement. But is it effective and does it truly showcase the reason why you are in the fitness business?

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While mission statements are great for defining the direction and foundation of your business, their meanings can also get jumbled in a slew of words that seemingly don’t have much passion or purpose behind them. The end result of badly worded or non-passionate mission statements can stifle client enthusiasm for your brand and cause your employees to feel as if they are missing purpose and identity. It might seem like such a small, trivial matter but words carry great weight.

For instance, take a look at a few mission statements from some bigger businesses:

  • Wendy’s: “Our guiding mission is to deliver superior quality products and services to our customers and communities through leadership, innovation, and partnerships.”
  • Barnes & Noble: “Above all, we expect to be a credit to the communities we serve, a valuable resource to our customers, and a place where our dedicated booksellers can grow and prosper. Toward this end, we will not only listen to our customers and booksellers but embrace the idea that the company is at their service.”
  • Home Depot: “The Home Depot is in the home improvement business and our goal is to provide the highest level of service, the broadest selection of products and the most competitive prices.”

Despite the reputation of these companies, their company mission statements are incredibly long and boring. We wouldn’t be surprised if you fell asleep halfway through reading the above list. Despite the fact that these companies likely spent a great deal of time building these messages, they come across as inauthentic, weak, and without personality.

Craft Your Own Mission Statement

However, before you can craft a powerful mission statement, you must re-evaluate your underlying purpose statement or your mantra.

Take these mission statements for example:

  • Nike – Just do it
  • FedEx – Peace of mind
  • Subway – Eat fresh
  • Whole Foods – “Whole Foods, Whole People, Whole Planet”
  • Your Business – “Change lives”…or, “Everyday people, extraordinary things,”…or, “Next level fitness”…or “Day by day…”

The key to leading people is to have a purpose and constantly build on that purpose

As a coach and/or business owner, the key to leading people is to have a purpose and constantly build on that purpose. When that purpose is defined and pursued, you can align your client base with people who fit into that belief.

You need to make decisions that support your foundational beliefs, even if there is short-term upside from choosing differently. Take the time to help your clients and guide your clients every day to achieving long-term success and they will buy in and believe in what you’re offering.

All of this stems from understanding why you do what you do. Once you grasp the tangible and emotional reason ‘why’ you are in this business, everything else will fall into place.

After building an authentic client base it is now time to get to work and develop a personalized progressive program. The next step is the Assessment, the foundation of a successful coach-client relationship and the first pillar of the OPEX System of Coaching.


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