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A Strong Mission Statement is a Must

After reading our last blog you realize how important it is as an independent health club owner or manager to hire to the company's mission. But, first it is important to not only have a mission, but also make sure it is meaningful, inspiring and true to the business.

The importance of a mission statement cannot be understated - yet too many businesses either work without one, or if they do have one, it fails to make its mark.

In a few sentences, a good mission statement captures the essence of a business' goals and the philosophies underlying them. Equally important, the mission statement tells customers, employees, suppliers and the community what the business is all about.

According to an article on the first steps an independent health club owner has to do is ask himself or herself some soul-searching questions so the company knows what its mission is before it can tell the world:

  • Why are you in business?
  • What image of your business do you want to convey?
  • What is the nature of your products and services?
  • What level of service do you provide?
  • What roles do you and your employees play?
  • What kind of relationships will you maintain with suppliers?  
  • How do you differ from your competitors?
  • How will you use technology, capital, processes, products and services to reach your goals?
  • What underlying philosophies or values guided your responses to the previous questions?

It is the last question that can truly help a club owner get to the real “who” the company is as it is that philosophy and those values that are the foundation the business is built upon — and most likely the reason for starting the health club in the first place.

While it is important to have mission statement that provides the employees, customers and others with a snapshot of why the company exists, club owners want to be sure that they stay focused and be sure to think not only of today, but what the company plans to be in the future regardless of whether it stays a local one-club health club company or grows into an industry leader.

Need some inspiration? Take a look at these mission statements from some well-known brands:

Disney:  “The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.” 

Lifetime Fitness: “Our mission is to provide an Educational, Entertaining, Friendly and Inviting, Functional and Innovative experience of uncompromising quality that meets the health and fitness needs of the entire family.”

Target: "Our mission is to make Target the preferred shopping destination for our guests by delivering outstanding value, continuous innovation and an exceptional guest experience by consistently fulfilling our Expect More. Pay Less.® brand promise."

Harley Davidson: “We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.”




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